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:
- Voice, Language & Tone
- Identifying Cornell AgriTech
- Wordmark
- Brand Architecture
- Photography (Login with NetID and password required)
- Downloads
Voice, Language & Tone
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.
About Cornell AgriTech
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.
We are Cornell AgriTech. We grow things.
We grow fruits, vegetables, and the industries they support. Our faculty, staff and students conduct ground breaking, interdisciplinary food and plant research in laboratories and 900 acres of fields, orchards and vineyards.
We grow new techniques and new technologies. For over a hundred years, our innovations have propelled new economic development and delivered practical solutions that help farmers and businesses thrive.
We grow knowledge. We educate the best up-and-coming minds in our fields, so that they can lead the next wave of breakthroughs. We translate our research into information, training and education to support the farmers and entrepreneurs of today and tomorrow. We work together across disciplines to reimagine the future of food and agriculture systems.
We are Cornell AgriTech and we’re growing a healthier population, economy and environment for New York state and the world.
Grow with us.
Long Form
A longer overview of what we’re all about
We are Cornell AgriTech. We grow things.
We grow fruits, vegetables, and the industries they support. Our renowned scientists conduct ground breaking, interdisciplinary research and discovery in our laboratories and 900 acres of fields, orchards and vineyards. The work of our faculty, staff and students covers the continuum of food and plant research from farm to fork, from plant pests to biofuels, and from food security to climate change. Whether it’s apples or broccoli or industrial hemp, we grow crops to test our ideas first-hand.
We grow new techniques and new technologies. Our scientists have developed over 280 new varieties of fruits and vegetables, pioneered insect attractants for pest control, and invented ultraviolet pasteurization and the gene gun to improve crops. Horticultural research and production technologies developed here continue to fuel New York state’s booming wine and cider industries. For over a hundred years, our innovations have propelled new economic development and delivered practical solutions that help farmers and businesses thrive.
We grow knowledge. We educate the best up-and-coming minds in our fields, so that they can lead the next wave of breakthroughs. We work alongside communities throughout the state, translating our research into information, training and education to support the farmers and entrepreneurs of today and tomorrow. We continue to grow and evolve, working together across disciplines to reimagine the future of food and agriculture systems.
We are Cornell AgriTech and we’re growing a healthier population, economy and environment for New York state and the world.
Grow with us.
Cornell AgriTech at a Glance
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.
Grow with us.
Identifying Cornell AgriTech
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.
Wordmark
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@cornell.edu for any questions you have regarding usage of these wordmarks.
Wordmark Variations
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
– See Brand Architecture for guidelines on how to lock up the wordmark with the Cornell CALS wordmark and university seal.
Wordmark Color
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
– 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
Brand Architecture
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.
