Resources

Terminology

A shared vocabulary fosters teamwork, prevents misunderstandings, and ensures clear meaning and direction. This clarity boosts collaboration, efficiency, and productivity enhances our effectiveness as communicators and brand stewards at scale. Please email brand@cornell.edu with any questions.

Definitions

Acronym: An abbreviation formed by the initial letters of each word in a phrase. A phonetic acronym is one that can be pronounced as a word (e.g., NASA, UNICEF). In some cases, acronyms are an easy shorthand but they are discouraged from use by Cornell brand standards.
Brand Architecture: The organizational structure that defines and outlines the relationships between the Cornell primary brand and its sub-brands and other entities within the institution.
Brand Architecture, Branded House: A model upon which Cornell is based, where all units use a unified written, verbal, and visual identity aligned with the primary brand.
Brand Architecture, House of Brands: A brand architecture where each unit of an organization operates independently with its own identity and target audience, without visible connection to a master brand. Cornell brand standards prohibit this style of brand architecture for Cornell units.
Brand Equity: The value and strength of the Cornell brand as perceived by students, faculty, alumni, and the public, often influencing their decisions of how, when, and why to engage with the institution.
Brand Identity: The written, verbal, and visual elements that represent Cornell’s unique identity, including the logo, colors, typography, imagery, and messaging.
Brand Messaging: The core messages and communication style used by Cornell to convey its values, mission, and personality to the audience.
Brand Positioning: The strategic process of defining how the Cornell brand is perceived alongside other competitive offerings from similar institutions.
Brand Strategy: A long-term plan for the development of the Cornell brand to achieve specific institutional goals.
Co-Branding: A partnership between Cornell and another brand to create a product or marketing campaign that leverages the strengths of both entities.
Color Palette: The specific set of colors used in Cornell's branding to ensure consistency and recognition across all communications.
Design System: A collection of unique, reusable components, guided by clear standards, that can be assembled to build any number of applications of the Cornell and unit visual identities.
Differentiation: The process of distinguishing the Cornell brand from its competitors in the eyes of prospective students, faculty, and other stakeholders and key audiences.
Domain Name: The address used to access Cornell's website, closely tied to the brand's identity (e.g., cornell.edu).
Endorsement: When the Cornell primary brand lends its name and credibility to a sub-brand, helping to establish trust and recognition, similar to endorsed brand architecture.
Iconography: A visual language using symbols and icons to communicate messages, often part of Cornell's visual identity.
Logo: A symbol or design that is the essential part of the visual identity, adopted by Cornell to identify its brand and products.
Lockup Logo: The combination of the Cornell logo with additional elements, such as a department name, in a determined set of fixed and flexible arrangements.
Logo Convention: The system for how all versions of the Cornell logos can be applied in multiple ways and iterations to take full advantage of the size and proportions of any asset or container.
Naming Convention: A system of word choice and order that establishes a fixed written and verbal identity for naming services, offices, programs, centers, units, or other entities within Cornell's brand portfolio.
Nomenclature: A system of names, terms, and phrases used in a written and verbal identity for naming services, offices, programs, centers, units, or other entities within Cornell's brand portfolio.
Primary Brand: The top-level brand of the institution, the Cornell brand, which is often the most recognizable, powerful, and memorable, that supports and endorses sub-brands within the brand architecture.
Responsive Logo: Like responsive web design, an approach to logo design that ensures the Cornell logo renders well on a variety of devices and window or screen sizes.
Sub-Brand: Sub-brands or endorsed brands are set within the primary Cornell brand architecture that benefit from the association with the primary brand.
Supergraphic: A single graphic image or design pattern used in Cornell's brand communications to create a strong visual impact and lend a slightly unique identity with a brand architecture without diminishing brand equity. Supergraphics must be used carefully to avoid undermining existing logos.
Tagline: A short, memorable phrase used in advertising and other communications to convey the essence of the Cornell brand.
Trademark: A recognizable sign, design, or expression which identifies Cornell's products or services from those of others.
Value Proposition: The unique benefits and features that make the Cornell brand attractive to its target audience.
Verbal Identity: The consistent use of language, including the brand name, tagline, messaging, and tone of voice, that communicates Cornell’s personality and values.
Visual Identity: The visual elements of the Cornell brand, including the logo, colors, typography, and imagery.
Workmark: A logo consisting of the Cornell name written in a distinctive typographic style (using type only).