Based in Geneva, N.Y., Cornell AgriTech conducts extensive research, education and outreach on behalf of Cornell CALS, aligning with the college’s mission and serving the public good. In winter 2017, the Cornell AgriTech community partnered with IDEO to develop a complementary identity within our college’s overarching brand. As a result, the Cornell AgriTech brand shares many foundational elements of the Cornell CALS parent brand, including several major components of the college’s visual identity, such as its color palette, typography and photographic style.
Other elements of the Cornell AgriTech brand were designed to give it an added layer of specificity, to fully articulate its purpose and bolster engagement around its mission. We’ve outlined these Cornell AgriTech-specific elements here for your use:
Taken as a whole, these messages will help define how we tell the story of Cornell AgriTech. They can be combined in different ways depending on the audience, and either be used verbatim or as starting points. However, they exist more to serve as the foundational core of the brand and as inspiration and guardrails for decision-making.
One-liner
If you are writing for an audience who may be unfamiliar with Cornell AgriTech, it may be helpful to explain us in a short, focused way.
Short form
A fuller description of Cornell AgriTech, but still succinct.
Long form
A longer overview of what we’re all about
These are the foundations of Cornell AgriTech. The content we create should live in service of our purpose and our mission.
Our purpose
The charge that motivates us.
Our mission
Our objectives and how we accomplish them.
Our tagline
The shortest, most memorable summation of what we’re all about.
Use the full name of the facility–Cornell AgriTech–upon first and all subsequent references, including when writing for mainstream media outlets, external audiences and alumni.
Of note, Cornell AgriTech’s wordmarks were all designed to include the foundational designation ‘New York State Agricultural Experiment Station’ within the graphics, but this designation is not required to be listed when referring to the Cornell AgriTech in plain text.
Also, the ‘T’ in Cornell AgriTech is capitalized. Please be sure this is accurate in plain text.
The primary mark
The Cornell AgriTech wordmark or its variations should be used in all official college communications. When used as a logo, use the official vector artwork.
The wordmark has been carefully set with specific letter spacing and typographic details, and should not be recreated by simply typing it out. However, the college name may be typed out when used in a paragraph of text.
- Download these wordmarks.
- Contact cals-comm [at] cornell.edu (cals-comm[at]cornell[dot]edu) for any questions you have regarding usage of these wordmarks.
Wordmark variations
Horizontal configurations
These configurations can be used if the college name in the primary configuration is not legible at a small size.
Vertical configurations
Use this configuration if there is limited horizontal space.
Do not recreate any of these configurations—they have been carefully spaced and customized. Please use provided vector artwork.
Clearspace
To protect the legibility and visual integrity of the wordmark, always observe a margin of clear space around it. Use the height of the capital “T” in AgriTech to measure around the lockup.
– See Brand Architecture for guidelines on how to lock up the wordmark with the Cornell CALS wordmark and university seal.
Wordmark color
The wordmark should only appear in approved CALS colors. Use the primary palette when applying color, and observe this limited palette of color applications.
Use grayscale values if your production methods are limited, such as one-color printing. Achieve a clear contrast when applying the wordmark to a field of color or an image.
Refer to online accessibility standards to refine color combinations for online use.
Wordmark don'ts
Always use approved digital vector artwork. To ensure the brand retains its integrity and clarity, avoid any unapproved variations or distortions.
- Do not modify, stretch, deform, warp or rotate.
- Do not recolor or outline.
- Do not use drop shadows or other image effects.
- Do not break or rearrange wordmark elements.
- Do not violate minimum clear space.
- Do not replace the delta with any other symbols, or use the delta as a symbol in any other words.
Sizing
Use these minimum widths to ensure legibility at small sizes in print or digital applications.
University seal & college wordmark
For official communications and printed assets, the Cornell AgriTech wordmark can be displayed as the leading wordmark, but should not stand on its own; it should exist in proximity to the university seal locked up with the Cornell CALS wordmark for all official communications and print design applications. As an example, see the official Cornell AgriTech presentation title slide below:
Upon second reference in design, the university seal is not required, though the Cornell CALS wordmark should still be present in proximity. An instance of this rule can be seen below in the interior slide of the Cornell AgriTech presentation template:
The Cornell AgriTech logo cannot be locked up to the university seal, as stipulated by university brand guidelines.
Visit Cornell University Brand Center for guidelines and resources relating to use of the seal and all related branding policies that apply to the university and its colleges, schools and units within.
Space Sharing
When sharing space with another institution or brand, observe mutual clear space when positioning other logos near the Cornell AgriTech and Cornell CALS wordmarks. Try to align the center of each image.
Go to the AgriTech section of the Cornell CALS Brand Photography Collection (Login with NetID and password required).
Go to our downloads page.
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