The way we present our name, our "look," our own "personality" as an organization—this is the first thing most people see when they step on our campus, read our correspondence, flip through our publications, see our merchandise and view our Web pages.

And it is often the one thing they remember.

Why the logo system was modified

The most important principles in generating and maintaining name recognition are consistency, frequency and repetition over a sustained period of time. Therefore, despite the various preferences of campus users, it was critical that the university and its units adopt a stronger, more consistent use of Carnegie Mellon's name and mark, and that we limit the number and type of variations being presented to our audiences.

In 1997, the vice presidents, deans, provost and I asked University Relations to develop a modified identity system to produce a unified look for all administrative departments and programs while providing greater consistency combined with some flexibility for academic and research operations.

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