Tell it like a Tartan.
This is who we are. This is how we present ourselves to the world.
These are the Carnegie Mellon University brand standards. Whenever you represent CMU — visually, verbally, digitally or in person — this brand center will provide the resources and answers you need to proceed with confidence and consistency.
Download Quick Guide
Visual Identity
The visual identity system is the face of the CMU brand and creates a widely recognized representation of the university. Get to know our trademarks, unitmark architecture, colors, typefaces and design elements, including the Tartan pattern and Scotty illustrations.
Messaging
As communicators, we must tell a story the CMU in a consistent and unified voice. These messaging standards provide the guidelines we need. Commit to knowing CMU’s brand foundation, pillars, heritage, personality and principles.
Applying the Brand
Our brand is a collection of experiences and perceptions that we create at every point of contact. These guidelines are provided to ensure consistency when preparing social media, photography, videography, websites, merchandise, co-branding partnerships and use of generative AI in communications and creative development.
Resources
Here, you’ll find all resources you need to create well-branded content, including downloads, training, templates and the answers to your most frequently asked questions.
Contact Us
University Communications & Marketing wants to hear from you. For direct contact information or to engage in a project, contact us.