Graphic Identity
The visual "look" associated with the university resulting from the way graphic elements are used on publications, stationery, signs, merchandise and other items. The more consistently the elements are used, the stronger the recognition of the name and image of the institution.

Graphic Identity System
A set of design formulas or standards for presenting the logotype and other graphic elements in order to build a consistent visual impression.

Institutional Image
Simply stated, our image is determined by the various perceptions of Carnegie Mellon held by our constituents and audiences.

Our image in the marketplace is determined by our audiences or customers.

Their perceptions or impressions are shaped by a variety of factors:
—the quality of the Carnegie Mellon "product" as they understand it
—the ways they experience Carnegie Mellon through a campus visit, a phone conversation, a brochure, a Web visit, etc.
—they way they are treated by Carnegie Mellon's people and representatives
—what they see that represents Carnegie Mellon, whether the grounds themselves, our signs, our promotional materials, our products, etc.
—what they hear or read about Carnegie Mellon in newspapers, promotional materials, Web pages, etc.

The identity system plays an important role in shaping the institutional image through its promotional and communications materials, as well as by weaving this element into the physical experience of the campus, its events and presentations.

Wordmark
The university's name in a specific graphic treatment to identify the institution.

Logo
Typically, a logo is or includes a symbol. The Carnegie Mellon logo does not include a symbol, but consists of the name in logotype, its wordmark, alone.

Logotype
A name in a specific graphic treatment to identify the institution.

Trademark
A name, symbol or combination used by an institution or corporation in commerce to distinguish a product or service from those produced or sold by others.

Registration Mark
The symbol that is an "R" in a circle that indicates that name or logo is registered and can not be used by any other institution.


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