Carnegie Mellon's brand strategy and identity system are based on research and communications applications that were first developed in 1986 as Carnegie Mellon University's first official logo and identity system. The "tilted square" logo system, developed by design firm Siegel and Gale and based on a year of extensive surveying and focus group study of students, faculty, alumni and donors, helped Carnegie Mellon establish its "brand" across all audiences.

This stronger identity push had significant impact in helping our undergraduate recruitment effort by increasing recognition among prospective students and establishing a distinctive image for Carnegie Mellon. It also helped pull together university publications and communications to reduce clutter and confusion, and to strengthen and polish our image.

After 10 years of practical applications of this logo system on more than 4,000 publications and products, it was determined that the "tilted square" logo system was successful in strengthening our recognition among our audiences but had reached a limit in its application on college or department-specific communications. It also seemed to generate as much retention of the symbol (tilted square) as for the name itself.

The "tilted square" logo was designed to provide one, constant identifier for the university and all of its components, and was not easily adapted to include the name of a college, department or program. Instead, many users were developing secondary or competing logos, to be used in addition to—or instead of—the university logo. Communications were beginning to lose the "brand" continuity that had been so successful after the first rollout.

For example, in 1997, there were more than 50 letterhead and business card designs being used across campus. Administrative departments were generating a multitude of new logos and color schemes in their promotions and even in their uniforms and official vehicles. The identity system was eroding and we were losing opportunities to present a consistent and effective name or image among our publics.

For more details on historical logos and seals, click identity/history-details.

- Top -