more options
The Brand Book

The Cornell web logo (below) is a simplified version of the Cornell logo, adapted for use on screen.

The Cornell web logo consists of the insignia and the logotype, which are treated as a single unit—the insignia and logotype may not be separated.

The print version of the Cornell logo should not be used online or in electronic media intended to be viewed on screen.

Web Principles

Cornell University web sites and web pages should be developed with the following guiding principles.

User-Friendly Approach

Every stage of development should be steeped in consideration of the goals of your users when accessing the site. Define and prioritize your audiences, then design content, layout, and navigation accordingly. Make every element of your site intuitive and meaningful for your users.

Brand Consistency

Make sure your users know that your site is part of Cornell University by using the logo banners and supporting elements (color, imagery, etc). Refer to the university’s brand guidelines during the creative process to guide your development.

Strong Content

Without content, there can be no site. Create engaging materials and maintain them with regularly planned updates. Include events and news when relevant to your users, and don’t be afraid to take content risks in an effort to connect with your audience.

While the university provides brand guidelines and encourages their adoption by its individual colleges, schools, and other entities, it does not require that each guideline be followed, beyond the minimum threshold of logo use. This book is meant to complement, with some flexibility, college and unit brand guidelines that accomplish more specific goals.

Cornell does not require a universal editorial style; instead, colleges and units may use their preferred style guide. Communicators should take care to avoid using “shop talk” in external communications. For example, avoid use of acronyms for Cornell programs and units, as these are not readily understood outside the university.