June 24, 2021

I am delighted to let you know that the Reputation Enhancement Project (REP), an initiative designed to better define a distinctive and compelling identity for the university, and to increase the institution’s visibility, has reached an important milestone!

After extensive consultation across the Carleton community and final review by the project’s Advisory Committee, Senate and the university’s Board of Governors, Carleton has a refreshed, updated logo and associated materials (e.g. PowerPoint slides, Zoom backgrounds, email signatures) available for immediate use. Here is the final logo:

In April, all students, faculty, staff and alumni were asked to provide feedback and advice on three logo concepts. It was striking that from the almost 6,000 responses, approximately 75 per cent of survey respondents chose the concept that most closely matched the university’s current shield design (black shield and red maple leaf). Over the past several weeks, we have worked on reflecting the extensive feedback received in the survey to make the logo design even stronger. As a result, the new logo features:

  • A modified water/wave design that embodies the two distinctive waterways that surround Carleton, as well as the wing of a raven and pages of a book.
  • The curvature of the water design was also adjusted so that the maple leaf is perceived to be riding high on the wave.
  • A refined leaf that is positioned closer to the centre of the shield and has a slightly wider white outline to better define it on dark backgrounds.
  • Use of a bold, modern slab font that is an evolution of the current mark and aligns with the visual cues typical of an educational institution.
  • Tighter letter and word spacing, as well as a fully crossed “t.”

Full implementation of the logo and updated identity will be phased in with visual identity guidelines and unit logo files currently being developed. Guidelines, tools, templates, training and a timeline for use will be provided later in the summer.

To view the new logo, guidelines for use and to download branded templates, visit Carleton.ca/brand. For more information on this, please contact Tracy White, Manager, Marketing.

The final and most important phase of the REP project, namely the launch and rollout of a reputation enhancing campaign, will unfold over the 2021-22 academic year.


Tony Frost
Chief Communications Officer

Thursday, June 24, 2021 in
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