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BRAND BOOK CORNELL BOTANIC GARDENS

REVISED 5.17

VISION A world in which the interdependence of biological and cultural diversity is respected, sustained, and celebrated.

MISSION Inspiring people – through cultivation, conservation, and education – to understand, appreciate, and nurture plants and the cultures they sustain.

PRIMARY LOGO

VISUAL MARK The pillars are depicted as a weave to represent our vision: a world in which the interdependence of biological and cultural diversity is respected, sustained, and celebrated. They also serve to remind us of the interrelationships of our physical spaces - gardens, natural areas, and an arboretum. In its suggestion of a botanic flame, the logo symbolizes the energy of the people within our organization, our will to inspire, and our path to teach and honor nature’s best practices, past and present.

TYPEFACE Many positive attributes led us to the decision to use the sans-serif font, Futura. A long-established and highly regarded font designed by Paul Renner in 1927, Futura is renowned for evoking a forward, clean, open dialogue with its audience. This typeface helps us achieve the forward-looking focus of our new vision and mission. The neutrality of the font allows for the natural colors assigned to the visual mark to be perceptually prominent.

UPPERCASE In today’s fast-paced social media landscape, the use of uppercase within the body of any written message can be perceived as “shouting.” However, this is not so with an organization’s title or name—for example MoMA, Whitney, Johnson Museum Of Art, Corning Museum Of Glass, etc., and we are, after all, a living museum.

ALTERNATE USE STACKED FORMAT

RESTRICTED USE COMMUNICATIONS APPROVAL NECESSARY

CORNELL BOTANIC GARDENS 2

COLOR The natural brown tone honors the earth, that precious medium that fuels the seed and nurtures growth. In representing the earth, this color and element of the mark is foundational to the work we do.

PRIMARY PALETTE VISUAL MARK CMYK

RGB SPROUT

C: 20 M: 0 Y: 100 K: 10

C: 50 M: 30 Y: 100 K: 0

C: 60 M: 60 Y: 70 K: 20

C: 0 M: 0 Y: 0 K: 50

R: 146 G: 155 B: 60

R: 105 G: 92 B: 79

R: 147 G: 149 B: 152

PANTONE UNCOATED

HEX

#C2CB1E

R: 194 G: 203 B: 32

#929B3C

#695C4F

#939598

SPROUT #380U

FERN #397U

FERN

EARTH

EARTH #448U

STONE #COOL GRAY 5U

LOGO TITLE FONT FUTURA MEDIUM UPPERCASE PRIMARY USE

STONE

TITLE FONT TRADE GOTHIC BOLD CONDENSED NO.20 UPPERCASE

LOREM IPSUM DISPLAY FONT TRADE GOTHIC CONDENSED NO.18

CORNELL BOTANIC GARDENS

Lorem ipsum dollar somat

THREE PILLARS WORD MARK RESTRICTED USE COMMUNICATIONS APPROVAL NECESSARY

CULTIVATION 3

CONSERVATION

EDUCATION

FERN SCREENED TO 50% OPACITY

LOGO AS COLOR FOR USE ON WHITE SURFACES

FOR USE ON BLACK SURFACES

FOR USE ON LIGHT COLORED SURFACES

FOR USE ON DARK COLORED SURFACES

WHITE SPACE & ORIENTATION WHENEVER POSSIBLE ALLOW A MINIMUM OF .25” BETWEEN THE LOGO MARK AND ANY OTHER CONTENT. NEGATIVE SPACE ALLOWANCE MAY VARY DEPENDING ON THE SIZE AND SCALE OF THE DESIGN, EG; WEB CONTENT VS. OVERSIZE BANNER.

NEGATIVE SPACE

NO CONTENT

LOGO AS GRAYSCALE FOR USE AS BLACK ON WHITE SURFACES

FOR USE AS WHITE ON BLACK SURFACES

FOR USE AS BLACK ON LIGHT COLORED SURFACES

FOR USE AS WHITE ON DARK COLORED SURFACES

WORDMARK AS GRAYSCALE

FOR USE ON WHITE SURFACES

CORNELL BOTANIC GARDENS

FOR USE ON BLACK SURFACES

CORNELL BOTANIC GARDENS

FOR USE ON LIGHT COLORED SURFACES

FOR USE ON DARK COLORED SURFACES

CORNELL BOTANIC GARDENS

IMAGERY

SPROUT

FERN

EARTH

EVERGREEN

100%

60%

NATURAL TEXTURES AS BACKGROUND GRAPHICS ENHANCE THE CORNELL BOTANIC GARDENS BRAND AND ARE PREFERRED OVER ELECTRONICALLY GENERATED GRAPHICS. THE THREE PRIMARY COLORS OF OUR VISUAL MARK; SPROUT, FERN & MULCH, OR, EVERGREEN FROM THE SECONDARY PALETTE CAN BE USED AS A 60% SCREEN, (OPACITY), TO COLORIZE IMAGES TO FIT OUR VISUAL AESTHETIC. (SEE EXAMPLE)

SECONDARY PALETTE ACCENT CMYK

C: 10 M: 20 Y: 100 K: 0

C: 0 M: 0 Y: 10 K: 70

RGB

C: 10 M: 5 Y: 50 K: 20

C: 50 M: 15 Y: 60 K: 0

C: 10 M: 20 Y: 80 K: 30

C: 60 M: 0 Y: 60 K: 60

C: 0 M: 40 Y: 100 K: 10

C: 60 M: 100 Y: 100 K: 40

R: 233 G: 195 B: 30

R: 109 G: 110 B: 103

R: 191 G: 187 B: 126

R: 138 G: 178 B: 131

R: 171 G: 147 B: 61

R: 52 G: 69 B: 40

R: 227 G: 151 B: 23

R: 87 G: 24 B: 27

TULIP

SHALE

REED

LICHEN

GARLIC

EVERGREEN

MARIGOLD

BEET

EXAMPLE OF PRIMARY ORIENTATION LOGO WITH WHITE FONT FOR USE ON DARK COLORED SURFACES.

EXAMPLE OF INTERIOR SIGNAGE. IT IS NOT ALWAYS NECESSARY TO USE THE LOGO. USE OF 60% SCREEN AND NATURAL TEXTURE IS IN KEEPING WITH THE BRAND

INFORMATION VISITOR MAPS GIFT SHOP

EXAMPLE OF PRIMARY ORIENTATION LOGO WITH GRAY FONT FOR USE ON WHITE COLORED SURFACES.

LOGO MISUSE

LOGO MAY NOT BE USED AS SOLID BLACK

THE LOGO MAY NOT BE USED AS SINGLE COLOR

LOGO MAY NOT BE USED AS SOLID WHITE

THE LOGO MAY NOT BE USED WITH A BORDER

THE LOGO MAY NOT BE USED IN A 90 DEGREE ROTATION

ORGANIZATION AFFILIATIONS AMERICAN ALLIANCE OF MUSEUMS www.aam-us.org

OLD GROWTH FOREST NETWORK www.oldgrowthforest.net

AMERICAN PUBLIC GARDENS ASSOCIATION www.publicgardens.org

NEW YORK FLORA ASSOCIATION www.nyflora.org

BOTANIC GARDENS CONSERVATION INTERNATIONAL www.bgci.org

NEW YORK STATE RARE PLANTS STATUS COMMITTEE

CENTER FOR PLANT CONSERVATION www.saveplants.org DISCOVERY TRAIL www.discoverytrail.net INTERNATIONAL ASSOCIATION OF BOTANIC GARDENS

FINGERLAKES NATIVE PLANTS SOCIETY www.flnps.org NATURAL AREAS ASSOCIATION www.naturalareas.org TOMPKINS COUNTY PARKS AND TRAILS NETWORK

INTERNATIONAL UNION FOR CONSERVATION OF NATURE www.iucn.org

NAMING CONVENTION On first reference: Cornell Botanic Gardens; no use of “the” in first reference before formal name. On second reference: botanic gardens (lower case); and “the botanic gardens,” where correct use makes “the” necessary or to make language fluid Internally: do not employ an acronym, but rather use: • botanic gardens (lower case) • the gardens • our, us, or we, for informal references to the botanic gardens as a business unit • reference specific area of the business unit, such as natural areas, arboretum, gardens, or gardens around the Nevin Welcome Center

FOR MEDIA RELATED INQUIRIES PLEASE CONTACT:

FOR GRAPHIC FILE INQUIRIES PLEASE CONTACT:

Shannon Dortch

Jay Potter

Associate Director for Communications & Marketing

Graphic Designer

T: 607.255.8618 E: sd63@cornell.edu

T: 607.255.4159 E: jp932@cornell.edu

124 Comstock Knoll Drive Ithaca, New York 14850-2799 cornellbotanicgardens.org