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  1. Main title Here2nd line University Brand Identity Presenter: Sophie Elias Name Presenter’s title

  2. Marketing Communications Carnegie Mellon University’s Marketing Communications department is strategically shaping the perception of the university brand by: • Communicating and engaging with select audiences • Partnering with University Advancement, locations around the world, colleges/schools and campus stakeholders

  3. Overview of Brand • Brand Positioning Statement • • Based on research, a Brand Positioning Statement was developed: • Carnegie Mellon is the university where technology and the arts combine to create innovations with global impact • •Customize this message for our audiences • Examples: events, print materials, web marketing

  4. The Process Partnered with branding and design experts and conducted the following research: • Internal audit • Identity guide benchmarks with peer institutions • Focus Groups (internal) • Input from School of Design • Address needs of campus community

  5. The Result Significant Updates • University added to wordmark (logo = wordmark) • CMU permitted • Merchandise, with Carnegie Mellon University • Second reference, print • Use and Design of University Seal • Use of Registration Mark

  6. Refreshed Wordmark & Acronym

  7. Refreshed University Seal

  8. Refreshed Unitmarks Campus College/School Center/Institute

  9. Refreshed Unitmarks cont. Academic or Administrative Dept. Product

  10. Early Adopters • Silicon Valley • Heinz College • Tepper School of Business • College of Fine Arts • School of Drama • School of Computer Science • Economics Dept. • University Advancement departments • Alumni Association • Admissions

  11. Brand Guidelines • www.cmu.edu/marcom/brand-guidelines • • Wordmarks, Colors & Type • • Print, Web & Products • • Resources • • Downloads

  12. The Trademark Licensing Office Established in 1994, Carnegie Mellon University created the trademark licensing program as an extension of Retail Administration. Today the Trademark Licensing Office focuses on trademark protection while partnering with various university constituents to assist with the compliance efforts. The Office of the General Counsel is responsible for this program.

  13. Merchandise Guidelines • • Club/Student Organization Name and Visual Identity • Official wordmark (provided as a graphic/artwork) permitted with our without organization name • Unofficial design of university name permitted with or without org name • Icons are permitted w/out official wordmark • • Spirit Items • Registration mark necessary when university name or workmark are used • Mascot – must use full logo • Mixing official and unofficial designs is not permitted

  14. Merchandise Applications Unofficial logotype Official Graphics

  15. The Trademark Licensing Office • Art Approvals • Official Policy for Trademark Use • Suppliers aka Licensees

  16. The Trademark Licensing Office • • Corporate Social Responsibility • • Anti-Sweatshop Code of Conduct • Fair Labor Association & Worker Rights Consortium

  17. Brand Identity Resources • Brand Guidelines online (pdf and website) • www.cmu.edu/marcom/brand-guidelines • Sophie Elias (selias@cmu.edu) • Marketing Communications • Sue Layton (suel@andrew.cmu.edu) • Communications Design and Photography Group

  18. Trademark Licensing Resources • Trademark licensing information and a list of approved • official licensed suppliers can be found online • www.cmu.edu/trademark • John C. “Jay” Marano, Jr. (marano@andrew.cmu.edu) • Director of Trademark Licensing