FAQ
Have Questions?
See if you can find the answer in one of the FAQ categories below, or email your questions to marketing-info@andrew.cmu.edu.
General Brand Strategy
Following a third-party audit of the former brand guidelines to determine the root cause of brand fracture across the university, it was found that a lack of understanding and access to information were the leading causes. The guidelines were updated to mitigate that confusion.
We have introduced a refined identity system comprised of six core trademarks, a distinct unitmark architecture and additional resources and help guides.
Most notably, we are replacing the former Brand Guidelines with Brand Standards to provide specific, granular rules for CMU’s visual and written elements. Key changes include a six-trademark system, which introduces the University Logo, as well as clearly defined roles for the Wordmarks, Unitmarks, Seal, Mascot Mark and Lettermark) and a more clearly defined Unitmark architecture that identifies primary and secondary units while maintaining a cohesive look. We have added process clarification for Endorsed (Custom) Marks.
Yes, all primary and secondary university units and recognized groups are required to use the brand system.
To maintain brand strength and recognition, all materials produced by university-affiliated units must use one of the university marks. Using these standards ensures that your affiliation with the university is proud, powerful and easily recognized.
Digital, Print and Unit Branding
Digital communication materials must include the official logo, appropriate trademark or if/when appropriate, your specific Unitmark. They should utilize the core color palette (Carnegie Red, Steel Gray, Iron Gray, Black and White) and our primary typefaces, Open Sans and Source Serif Pro. Specific margins (safe zones) and minimum size requirements must be followed for all trademarks.
Each form of digital communication has a unique brand standard outlined for it. You can find these standards in the Applying the Brand pages of our brand standards website.
The brand standards for marketing materials consist of proper use and application of our Visual Identity, Messaging and Applying the Brand sections.
If you have questions or concerns regarding your digital communications, email the University Communications & Marketing team.
To brand print communications, you must use our official trademark system (predominantly the University Logo), adhere to the core color palette led by Carnegie Red and utilize our primary typefaces. You should utilize the official templates when available to ensure consistency.
Effective print branding requires a disciplined application of our visual and verbal standards across several key areas:
If you have questions or concerns regarding your printed communications, email the University Communications & Marketing team.
These units are identified by Primary Unitmarks, which link their specific names to the university logo.
Primary units include campuses, schools, colleges, divisions, centers and institutes. They must use Primary Unitmarks (available in horizontal or stacked versions) to leverage the equity of the CMU brand while distinctly identifying their unit.
Primary and secondary units must use Unitmarks. Units or groups outside of this list are not eligible.
For a complete list, see the Unitmark Architecture page.
Do not create them yourself; official files are provided free when you email the University Communications & Marketing team.
To maintain architectural consistency, all official Unitmarks must be produced by University Communications & Marketing (UCM). Modifying Unitmark elements or resetting the type on your own is strictly prohibited.
They distinctly identify your unit while providing the credibility of the global CMU brand.
Unitmarks leverage the consistency and equity of the university brand identity, ensuring your unit is recognized as an integral part of one of the world’s leading institutions.
Yes, through creative graphic style systems that use in-brand design elements to make your material uniquely your own.
While following brand standards, units are encouraged in their messaging to develop creative graphic style systems within the visual identity parameters. Furthermore, you can express individuality by aligning your communication tone with one of our archetypes: the Hero (bold/visionary), the Sage (wise/truth-seeking) or the Creator (innovative/expressive).
In almost all cases, no. Custom departmental logos are being phased out in favor of the Unitmark system to reduce brand confusion. The only exception is when your unit is eligible for an Endorsed (Custom) Mark and has a true commercial need.
Eligible primary university units that can demonstrate a competitive commercial need for a custom identity may apply for an Endorsed (Custom) Mark. This requires a signed Endorsed Mark Agreement and collaboration with UCM to ensure the CMU brand continues to play a significant supporting role.
Yes, you can create a CMU-branded email signature that tells who you are and what you do, while also reinforcing the CMU brand.
Websites
No. When you use the university CMS, you are required to use the official university templates. Customizations to these templates including changes to the layout, styles, formatting, etc. — are not permitted. For custom-built websites — please consider using AWPS.
Yes. The CMS demo site showcases the features and functionality of a Cascade CMS site. To view the features and functionality of a Drupal site, explore the university’s flagship site, or contact the University CMS Team for access to the Drupal Sandbox environment.
One-on-one CMS training is not available; however, there is a wealth of how-to documentation and help resources available on the CMU website. If your website is a candidate for Drupal or your team is partnering with the University CMS Team on a larger scale migration project, we will schedule training sessions when necessary. The Web Strategy Team also hosts regular office hours that are open to all CMS users to join.
Trademarks, Visual Elements and Style
Use on merchandise is limited to formal gift items or high-end apparel and requires specific approval.
The University Seal is the most formal academic mark and is generally reserved for diplomas, legal documents and official presidential materials. The one-color Seal can be used for formal academic products, commencement items and gift items. However, the full-color Seal is reserved exclusively for the Office of the President and the Board of Trustees.
It is a unique, custom-designed logo endorsed by UCM that has undergone the proper review process.
Eligible units include Centers, Institutes, Departments, Labs and Academic Programs. It allows these units to have a unique identity while maintaining a balanced visual relationship with the University Logo.
Use the Core Colors: Carnegie Red, Iron Gray, Steel Gray, Black and White. Secondary palettes (Tartan and Campus) should be used only as accents.
Carnegie Red must be the standout color in your designs, dominating in either volume or attention. For internal communications, you may also use the Tartan Palette (e.g., Scots Rose, Teal Thread) or the Campus Palette (e.g., Kittanning Brick Beige, Hornbostel Teal).
The Tartan should be used as an accent element to add texture and energy. It should not be the dominant background and must not be distorted or placed under text that becomes unreadable.
The Tartan pattern represents the weaving together of different ideas and backgrounds.
No. You must only use the authorized illustrations available for download.
Scotty Illustrations are limited expressions representing the CMU brand and must not be recreated or modified, including AI-generated or 3D versions, without UCM review.
Use Open Sans (sans-serif) and/or Source Serif Pro (serif), both available on the brand website’s downloads page.
Open Sans provides a modern, crisp feel, while Source Serif Pro adds a sense of heightened sophistication. If these are unavailable, you may substitute with Helvetica or Times, respectively.
Resources and Guidelines
No, your communication should align with one of the three archetypes.
While the university as a whole is equal parts Hero, Sage and Creator, an individual piece of communication should focus on the traits of one archetype to ensure a clear and effective tone.
PowerPoint and Word letterhead templates are available for download.
We provide three PowerPoint templates and two Microsoft Word letterhead templates. Additionally, Canva for Campus offers pre-approved templates for social media, presentations and flyers.
Official university stationery and business cards must be ordered through Tartan Ink to ensure precise print quality and brand alignment.
Letterhead templates for everyday use are available from the downloads page.
Yes. All use of university marks on merchandise must be approved in writing.
The Trademark Licensing Office must approve all designs. You are also required to use a licensed supplier for all university merchandise.
Yes, through a hosted CMS and official templates provided at no cost.
The university provides Drupal and Cascade templates that manage layout and styles while maintaining brand standards. Training and “office hours” are also available to help units manage their sites.
Contact the Trademark Licensing Office. For guidance about student organizations, contact the Student Involvement & Traditions Office.
Yes, including CMU Selects, the DAM and standard lower thirds.
You can access high-quality B-roll and imagery via the Digital Asset Manager (DAM) or CMU Selects. We also recommend using the standard CMU lower third for identifying subjects and our branded end-tag to ensure consistency.
The DAM – Digital Asset Manager is a selection of marketing photography and other brand and digital assets that are available in our collaborative, self-service library.
A user account is required.
CMU Selects is a collection of campus, lifestyle, classroom and research imagery available without requiring a login.
CMU Selects is a specialized resource that helps our community members tell the CMU story through authentic, purposeful imagery.
Use AI responsibly as a tool for drafts or concept art, but never for news, portraits or Scotty without consent. Never publish AI content without a detailed review.
Acceptable uses include drafting posts and outlines, generating transcripts and creating conceptual illustrations. When publishing AI-generated content, you must attribute AI-generated content (e.g., “Image created using AI”), and you are prohibited from using AI to replicate a person’s likeness or create fictional news imagery.