A typographic generative identity created for the Boston museum that underwent the biggest art theft in history.
The word mark was coded with HTML, CSS and Javascript giving the logo its inherent generative nature, changing every time the page is refreshed.
The concept reminds the viewer of the heist by having a few letters of the word mark disappear with each iteration. It is reinforced in the website and in social media by always having a few artworks missing, showing only their description.
