Genius100 is a collective of leading artists, scientists, and visionaries from around the world, commemorating both the 100th anniversary of the Hebrew University in Jerusalem as well as Einstein’s theory of relativity. The brand consists of a wordmark (genius100) and a stand-alone “g”. In it’s resting state, the g references the creative process via thought bubbles replacing the spur atop the letterform. In its malleable state, the g morphs accordingly, conveying the creative, fluid, and ethereal nature of disparate thinking.