Usage of The Culinary Institute of Michigan Logos & Marks (MARCOM 200-003)

1.0 Purpose

The purpose of this policy is to establish clear and consistent guidelines for the use of The Culinary Institute of Michigan (CIM) logos and marks. These guidelines ensure compliance with institutional brand standards and trademark protections, supporting a unified visual identity across all communication channels.

2.0 Definitions

CIM Mark - This mark consists of a circle with “CIM” in the middle.

Primary Logo - The logo consists of a circle with “CIM” in the middle, and the Institute and College name spelled out completely. 

Trademark - The CIM Mark and the Primary Logo have been officially trademarked. All trademarks are managed by Baker’s legal counsel.

3.0 Scope

This policy applies to all CIM departments, affiliates, campus organizations, and third-party vendors that use any official CIM logos, marks, or related branding assets. It ensures consistent and appropriate usage across all platforms. Any unauthorized use, alteration, or distribution is prohibited unless explicitly approved by the Marketing and Communications Department.

4.0 Policy Statement

The Culinary Institute of Michigan (CIM) logos and marks are essential visual identifiers of the institution’s brand and reputation. The official Primary Logo, which includes the CIM mark and the full name of the Institute and College, serves as the standard representation of CIM in all institutional contexts. This logo represents the authority, credibility, and professionalism of the Institute and must be used consistently to maintain a unified brand presence.

The CIM mark, a simplified circular graphic containing the acronym “CIM,” is a secondary branding element and does not replace the Primary Logo. Its use is reserved for specific approved applications and must remain consistent with institutional brand standards.

All logos and marks are registered trademarks protected by law and are governed by Baker College’s trademark policies. To preserve the integrity of the CIM brand, these assets must not be modified, distorted, or misused in any form.

The policy affirms the importance of brand consistency across all communications, reinforcing the visual identity of CIM and supporting the strategic goals of the institution.

5.0 Procedures

All use of The Culinary Institute of Michigan (CIM) logos and marks must follow the procedures outlined below to ensure compliance with brand standards and trademark protections.

Approved Use of Logos and Marks

• Only official CIM logos and marks provided by the Marketing and Communications Department may be used.
• The Primary Logo must be used in most applications representing CIM. It must not be altered, distorted, or recreated in any form.
• The CIM Mark may not be used as a replacement for the Primary Logo and may only be used in applications approved by the Marketing and Communications Department.

Requesting Use Outside Standard Guidelines

• Any use of logos or marks outside of established brand guidelines requires prior written approval from the Marketing and Communications Department.
• This includes, but is not limited to:
  • Creation of specialty logos for specific events, campaigns, or campus initiatives.
  • Modifications to existing logos or marks.
  • Requests for co-branding or use by affiliated groups or external vendors.

Request Process

• To initiate a request, individuals or departments must submit a Marketing Project Request Form.
• Requests should include:
  • Purpose of the logo/mark usage.
  • Intended audience and distribution method.
  • Deadlines and relevant design or production requirements.
• Requests will be reviewed for alignment with institutional branding standards, and the Marketing and Communications Department will provide a formal response or guidance.

Use by External Vendors

• Vendors producing items that bear CIM logos or marks must coordinate with the Marketing and Communications Department before production.
• Vendors must be supplied with official, approved assets and follow all usage requirements outlined in the CIM Brand Style Guide.

6.0 Responsibilities

Marketing Department

• Responsible for overseeing the proper usage of all college logos and marks, ensuring compliance with this policy and The Culinary Institute of Michigan brand guidelines.
• Approve and create any altered or new logos, including specialty logos, for specific events, campaigns, or special purposes.
• Responsible for managing the official logo assets in the College’s digital asset management system.
• Provide guidance and support to departments or affiliates seeking assistance with logo use.

CIM Departments and Affiliates

• Responsible for using the official college logos and marks in accordance with this policy and the brand guidelines.
• Request approval from Marketing and Communications for any new logo or mark usage outside the established guidelines or for any specialty or campus-specific logos.
• Ensure that any materials featuring CIM logos are consistent with the approved graphic requirements.

Vendors

• Adhere to all brand guidelines and usage requirements when producing merchandise, materials, or other items bearing CIM logos or marks.
• Coordinate with the Marketing and Communications Department to ensure that any item using the Institute’s marks follows established standards.

7.0 Citations & Related Information

Document A: Style Guide 

Document B: Marketing Project Request Form