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Qatar Identity

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Identity Guidelines


The Carnegie Mellon University in Qatar logo

The Carnegie Mellon University in Qatar logo uses the Bauer Bodini font for the English text and a specially designed calligraphy based on the traditional Kufi script for the Arabic text. The Arabic text translates in English to 'University Carnegie Mellon in Qatar.'

The logo was created in Pantone 187 and Black at 60% opacity. These colors are not to change when using the logo. The only color changes that are permissible are to have the entire logo in all white or in all black.

Take care to not stretch or change the logo in any way. Additionally, do not split the Arabic text and English text.

Carnegie Mellon University in Qatar's name

When referring to Carnegie Mellon in text, use "Carnegie Mellon University in Qatar" for your first mention. All subsequent mentions should be stated as "Carnegie Mellon Qatar."
Do not abbreviate the institutional name in any other way. Do not use CMU-Q or CMQ.
It's okay to use "Carnegie Mellon" in headlines or subheads, even if it is the first mention on a publication. Use "Carnegie Mellon University" the first time it appears in body copy or text.

About Carnegie Mellon University

The visual identity program plays an important role in shaping the institutional image of Carnegie Mellon University. The more consistently the graphic elements are used, the stronger the visual identity. The stronger the visual identity and use of consistent nomenclature, the greater the awareness and recognition of the university.

The most important principles in generating name recognition are consistency, frequency and repetition over time. Therefore, despite various preferences among our users, it is critical that the university-and its units-adopt a stronger, more consistent use of Carnegie Mellon's official wordmark, and that the university limits the number and type of variations used by its units.

  • The identity system must be adapted to allow us to project one name, "Carnegie Mellon," but also, when appropriate, to promote a unit or program name in close affiliation with the university name.
  • The identity system must be simplified to its most powerful and significant elements to help ensure proper consistency and use across the university.
The Carnegie Mellon logo or wordmark
  • The most important, overriding element in Carnegie Mellon's identity system is the wordmark, the words "Carnegie Mellon."
  • Do not try to recreate this mark. Use the art slick or the .eps or .pic file. wordmark Do not manipulate the relative size or elements of this mark. It should be treated as art.

  • The wordmark should never be stacked or curved or distorted in any way. The minimum size for the wordmark is 12 pt.
  • The word "university" should never be included as part of the wordmark. (When referring to the institution in text, the first reference should be "Carnegie Mellon University" followed by "Carnegie Mellon" for all subsequent references.)


 

  • Do not use the tilted square logo on any new print or electronic piece or on any product.
CARNEGIE MELLON COLORS—Plaid

            

Plaid Graphic     Plaid Fabric

  • In addition to the school colors, the Carnegie Mellon tartan plaid, first commissioned and used in 1967 for academic hoods, can also be used as an official "color."
  • Whenever the official seal is used in color, the official tartan plaid colors must be used. No variations in color are acceptable. The university's cardinal color can be used as an effective background color for the tartan plaid, when appropriate.
  • Academic hoods and other regalia should still continue to use the tartan plaid.

As part of the university's mandate for consistent use of the official university letterhead, all administrative units and individuals must use official Carnegie Mellon business cards (red Carnegie Mellon wordmark in upper left corner, name and department in bold Helvetica, all other address and title text in plain Helvetica) for all communications.

The official seal

     

  • The official Carnegie Mellon seal from 1967 should be reserved only for official documents, including diplomas, trustee minutes or other legal, academic or official university documentation—or on the highest awards or certificates.

Do not use the official seal in combination with the wordmark. Use one or the other on "elite" documents or materials.

  • The wordmark (not the seal) should be used predominantly for all general promotion uses (promotional publications, uniforms, most products or merchandise, stationery, etc.).
Typefaces

Choose from these families for overall headlines and text in your materials. There are three typeface families in the Carnegie Mellon identity system, Bodoni, Helvetica and Times. Special situations and exceptions may be made where other typefaces can be used. Consult with the Communications Design Group (8-6963) to discuss possible exceptions or use of decorative type.


Tartans, the athletic mark
  • In addition to the "Carnegie Mellon" wordmark, the athletic mark for "Tartans" in script is also a trademark and can be used by Athletics, in conjunction with the wordmark or alone.
  • Athletic teams may choose to use either their unit or program name in Helvetica Bold Condensed or the "Tartans" mark.
  • They may also use a football helmet, soccer ball or other sports icon with the "Tartans" mark.

     

THE UNIT-SPECIFIC MARKS SHOULD BE USED ON COMMUNICATIONS AIMED PRIMARILY AT INTERNAL AUDIENCES WHEN IT IS IMPORTANT TO PROMOTE OR IDENTIFY THE PARTICULAR UNIT.

  • staff uniforms (including police shields and coaching gear)
  • cars, trucks, police cars, other transportation vehicles
  • Dining handbook or promotions
  • Housing handbook or promotions
  • student services (see attached)
  • Alumni, Annual Giving
  • unit-specific marketing materials