The visual identity program plays an important role in shaping the institutional image of Carnegie Mellon University. The more consistently the graphic elememts are used, the stronger the visual identity. The stronger the visual identity and use of consistent nomenclature, the greater the awareness and recognition of the university.

The most important principles in generating name recognition are consistency, frequency and repetition over time. Therefore, despite various preferences among our users, it is critical that the university-and its units-adopt a stronger, more consistent use of Carnegie Mellon's official wordmark, and that the university limits the number and type of variations used by its units.

• The identity system must be adapted to allow us to project one name, "Carnegie Mellon," but also, when appropriate, to promote a unit or program name in close affiliation with the university name.

• The identity system must be simplified to its most powerful and significant elements to help ensure proper consistency and use across the university.

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