Carnegie Mellon University seeks to develop a brand identity that symbolizes its Tartan roots.

In an effort to enhance the University’s brand and create a stronger sense of community across the campus and with alumni, the famed Carnegie Mellon University partnered with SME to develop a new university mascot program and identity. Emphasizing the University’s Scottish roots and Tartan nickname, SME designed a program that featured the profile of a Scottish terrier sporting a tartan scarf, providing Carnegie Mellon with a new embodiment of the University community’s strong and feisty spirit.