Brand

Shaping University Reputation

Carleton is committed to growing its profile and reputation. Clear and consistent use of the university’s brand identity supports this goal, honours our history and advances our visibility.

Our community is diverse and unique, yet we are all part of one institution with a common purpose. All expressions of our brand, e.g. advertisements, publications, videos, websites, etc., by any faculty or unit, impact the perception of the entire university. We must move forward with a consistency that strengthens our reputation and supports an identity distinct from others.

Brand Guidelines

Carleton University Brand Guidelines

Tell Carleton’s story with authenticity and consistency. Strong visuals and clear language help us build brand equity and a reputation that endures.

Carleton Ravens Brand Guidelines

The new brand platform draws on the characteristics of the raven, the qualities that create champions and the elements that make the brand identity resonate.

Sprott School of Business Brand Guidelines

Discover Sprott’s brand guidelines: our story, values, and voice that shape how we inspire purpose, compassion, and innovation to create lasting impact.

Questions & Project Requests

If you have any questions regarding the Carleton University brand strategy or guidelines, contact Christina Flavell, Director of Marketing and Brand Strategy. For questions regarding specific brand assets, such as logos, you can also contact Tracy White, Marketing Manager.

To have a creative asset developed, such as an advertisement, graphic, or marketing materials, please submit a project request and the Department of University Communications (DUC) team will be in touch. Please be aware of our project timelines, also on the project request form page.

Submit a Project Request

Brand Elements

These brand elements are the foundation of Carleton’s visual communications.

Logos

Carleton’s logo has evolved during the university’s rich history. The new version of the logo provides a contemporary, streamlined look that encapsulates our brand personality –accessible, authentic, honest, inclusive, active and vibrant – while honouring our past by incorporating traditional symbols, colours and elements appearing in previous versions.Logos are important assets of the university and are protected by copyright and trademark law.

Logos are available for download on Bynder, the university’s official digital asset management platform. To find your logo, follow the links below and use the Academics tab in the top left corner to filter through the Departments, Schools and Institutes from each faculty.

Use the Academics tab in the top left corner of the page to narrow your search.

Colours

Colour is an important part of our brand. It reflects our brand personality, helps make us instantly recognizable and supports a consistent brand experience for our target audiences, which builds trust in the Carleton brand.

Fonts

For professionally designed items:

Helvetica Now is our primary brand font for use in all marketing and advertising materials.

Publico is our default serif font and would be used in long form documents or as a highlight font in creative pieces.

System fonts for desktop applications:

Arial is our primary default system font for day to day use.

Georgia is our default serif font. It would be used in long form documents should someone require one and it’s easily accessible.

Writing Style Guide

A consistent written style is essential to aligning with Carleton University’s brand guidelines, ensuring our corporate communications are polished, professional and reflective of our reputation.

Carleton follows the Canadian Press (CP) editorial style and the Canadian Oxford Dictionary for spelling. This guide supplements these standards with additional guidance on writing conventions and stylistic preferences unique to the university.

Writing Style Guide