In 1997, the president, provost, vice presidents and deans asked University Relations to assess the identity system and make recommendations for enhancing our "brand" among key audiences.

Significant research and analysis was conducted to identify key requirements and help develop the design direction for the revised Carnegie Mellon identity system. The development process has included focus groups, surveys and product audits.

Program objectives included:

• To strengthen and consolidate the recognition value of the name Carnegie Mellon and the graphic elements associated with it.

• To build on the considerable and valuable equity of the established identity system rather than considering a completely new look.

• To preserve the integrity of the Carnegie Mellon seal as a special insignia reserved for documents of institutional and legal importance.

• To eliminate potential confusion among our various audiences who receive communication material from Carnegie Mellon.

• To create a consistent application of the institutional identity system for all administrative departments and programs.

• To collaborate with the Office of Licensing to protect our name and symbols, and build our revenue potential in licensed merchandise.

• To develop and apply an institutional identity system that would help us enhance public recognition for Carnegie Mellon, and support our recruitment, fundraising and public relations activities.

• To generate a system that could be applied to the colleges and schools where greater flexibility was desired but institutional reinforcement is critical.

The outcome of the visual identity program is the implementation of a documented system of standards for the graphic identity in various graphic formats. Whenever the university is identified within a visual format, such as university publications, stationery, signs, garments and merchandise, Web pages or another visual medium, the new graphic identity system applies.

- Top -