BRAND BOOK
CORNELL BOTANIC GARDENS
REVISED 3.24
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.
FOR ALL MEDIA RELATED INQUIRIES CONTACT:
Shannon Dortch
Associate Director for Communications & Marketing
T: 607.255.8618
E: sd63@cornell.edu
124 Comstock Knoll Drive Ithaca, New York 14850-2799 cornellbotanicgardens.org
FOR ALL VISUAL BRAND INQUIRIES CONTACT:
Jay Potter
Graphic Designer
T: 607.255.4159
E: jp932@cornell.edu
124 Comstock Knoll Drive
Ithaca, New York 14850-2799 cornellbotanicgardens.org
FUTURA MEDIUM UPPERCASE 1
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.
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
*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
PRIMARY WORDMARK
FONT
FUTURA MEDIUM UPPERCASE
STACKED WORDMARK
THREE PILLARS WORDMARK
FONT
FUTURA MEDIUM UPPERCASE
FERN SCREENED TO 50% OPACITY
CORNELL BOTANIC GARDENS
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CULTIVATION CONSERVATION EDUCATION
LINEAR WORDMARK
COLORS C: 10 M: 20 Y: 100 K: 0 C: 10 M: 5 Y: 50 K: 20 C: 10 M: 20 Y: 80 K: 30 CMYK C: 0 M: 40 Y: 100 K: 10 C: 20 M: 0 Y: 100 K: 10 C: 50 M: 30 Y: 100 K: 0 C: 60 M: 60 Y: 70 K: 20 CMYK #C2CB1E #929B3C #695C4F HEX C: 0 M: 0 Y: 0 K: 50 #939598 C: 0 M: 0 Y: 10 K: 70 C: 50 M: 15 Y: 60 K: 0 C: 80 M: 60 Y: 95 K: 40 C: 60 M: 100 Y: 100 K: 40 BEET TULIP REED GARLIC MARIGOLD R: 233 G: 195 B: 30 R: 191 G: 187 B: 126 R: 171 G: 147 B: 61 RGB R: 227 G: 151 B: 23 R: 109 G: 110 B: 103 R: 138 G: 178 B: 131 R: 52 G: 69 B: 40 R: 87 G: 24 B: 27 3 R: 194 G: 203 B: 32 R: 146 G: 155 B: 60 R: 105 G: 92 B: 79 RGB SPROUT #380U FERN #397U EARTH #448U PANTONE UNCOATED R: 147 G: 149 B: 152 STONE #COOL GRAY 5U SPROUT FERN EARTH STONE
SECONDARY PALETTE ACCENT
TULIP 60% 100% REED 60% 100% GARLIC 60% 100% MARIGOLD 60% 100% SHALE 60% 100% LICHEN 60% 100% EVERGREEN 60% 100% BEET 60% 100%
ALLOW A MINIMUM OF .25” BETWEEN THE LOGO MARK AND ANY OTHER CONTENT.
NEGATIVE SPACE ALLOWANCE MAY VARY DEPENDING ON THE SIZE & SCALE OF THE DESIGN,
FOR USE ON LIGHT COLORED SURFACES
FOR USE ON BLACK SURFACES
NEGATIVE SPACE .25”
NO CONTENT
FOR USE ON DARK COLORED SURFACES
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
FOR USE ON BLACK SURFACES
FOR USE ON LIGHT COLORED SURFACES
FOR USE ON DARK COLORED SURFACES
CORNELL BOTANIC GARDENS
CORNELL BOTANIC GARDENS
CORNELL BOTANIC GARDENS
CORNELL BOTANIC GARDENS
6
THE LOGO MAY NOT BE USED AS SOLID BLACK
THE LOGO MAY NOT BE USED AS SINGLE COLOR
THE 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
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LOGO MISUSE
TITLE FONT INTERSTATE BOLD UPPERCASE SAMPLE
PLAN
STRATEGIC
WEBSITE HOMEPAGE
9 STAFF T-SHIRT LOGO WITH WHITE FONT FOR USE ON MID/ DARK COLORED SURFACES. STUDENTS MEDITATE CLIMATE SOAR ENDEAVOR POC KET GUIDE Your guide to exploring The gardens, gorges, and natural areas of Cornell Botanic Gardens make up one- hird of Cornell's campus as well as 3,100 acres of nature preser ves beyond campus. Use this guide to choose how you want o explore this exceptional museum of living plants. Robison Herb Garden The gardens around the Nevin Welcome Center including the herb garden, showcase a diversity of cultiva ed plants used and cherished by people around the world. Over 10,000 cultiva ed plants grow within 12 specialty gardens around the Nevin Welcome Center and throughout the F. R. Newman Arboretum. Pounder Vegetable Garden The vegetable garden demonstrates how plants and gardening practices can reduce global carbon emissions, mprove soil heal h, provide pollinator habi at, protect and conserve water, and more. To explore more plant-based solutions for a sus ainable future visit he Bioswa e Garden Botanic Buzzline, and Native Mullestein Winter Garden This garden displays a var ety of coni ers and other plants with in eresting colors, extures, and shapes hat look beautiful year round, but especial y in winter The majority of our conifer collection is found in he winter garden as well as nearby Conifer Slope and Kienzle Overlook which altogether include over 100 dif ferent types o conifer trees Monkey Run Natural Area Enjoy the scenic beauty of Fall Creek along an ex ensive ne work of hiking rails on the top of fores ed banks and below at creek level in the Monkey Run Natural Area. This natural area is one of 24 nature preser ves spanning 3 100 acres fur her away rom he Cornell campus. Here you can explore a remarkable diversity of native plants under a forest canopy along Fall Creek Native growing season, but especial y in spring. Visit here o see our Native Lawn. This natural area, along with Fall Creek Valley, Park Park, and Monkey Run borders Fall Creek Beebe Lake Fall Creek was dammed to create manmade Beebe Lake—a preser ve of wa er woods, and wetlands in he hear of Cornell's campus. Hike a 1-mile loop through a diversity of native plants, over historic Sackett Bridge, and above Triphammer Falls on the footbridge (shown above). Cascadilla & Fall Creek Gorges Cornellʼs campus is sandwiched be ween two stream corridors, each carving deep gorges or over 15,000 years. Cascadilla Gorge (above) A 3/4-mile tra l follows Cascadilla Creek past six wa erfalls connecting Cornell o down own I haca Fall Creek Gorge: Begins west of Beebe Lake and ends after spilling over the 150foot thaca Falls in he City of thaca. Cornell Botanic Gardens s ewards 3,800 acres of biologically diverse landscapes on and off Cornellʼs campus that represent the full range of ecological communities ound in the Finger Lakes region. Treman Woodland Walk You can explore many more specialty gardens hroughout he arboretum Walk and Wood Treman the uding inc (above), Zucker Shrub Collection, and Floriculture War Memorial Trail. The arboretum holds nine core tree collections including oaks, maples, nut trees, dogwoods, as well as rare and unusual rees, which are used for education and research. F. R. Newman Arboretum The scenic, 100-acre arboretum includes hundreds of diverse trees from around he world, located 1/2-mile east of the Nevin Welcome Center Wander many pa hways o explore rees, gardens, ponds, and outdoor art. Several overlooks provide views of the arboretumʼs rolling landscape, best seen at Newman Overlook Scan or a full list of natural areas and how to get here. Scan for a full list of on-campus natural areas and how to get here. Explore with your smart phone Choose rom ten suggested walking tours o explore our areas on campus. Download he free “Pocketsights Tour Guide” rom he App Store or Google Play The our closest to you will appear at the top of the list. Scroll to select a desired tour 1/23 20 JP93 WWW CORNELLBOTANICGARDENS.ORG Made possible by Rober and Vanne Cowie P in ed on 100% po -consumer recycled pape POCKET GUIDE INSTAGRAM
VEHICLE GRAPHICS
LOGO MUST BE INSTALLED LEVEL. NOT TO BE INSTALLED BASED ON ANGLE OF VEHICLE BODY LINES.
EXTERIOR ORIENTATION SIGN
DISPLAY FONT TRADE GOTHIC CONDENSED SAMPLE TITLE FONT TRADE GOTHIC BOLD CONDENSED UPPERCASE SAMPLE
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EXTERIOR
NEVIN WELCOME CENTER
INTERIOR WAYFINDING
INFORMATION
VISITOR MAPS GIFT SHOP
ORGANIZATION AFFILIATIONS
AMERICAN ALLIANCE OF MUSEUMS www.aam-us.org
AMERICAN PUBLIC GARDENS ASSOCIATION www.publicgardens.org
BOTANIC GARDENS CONSERVATION INTERNATIONAL www.bgci.org
CENTER FOR PLANT CONSERVATION www.saveplants.org
DISCOVERY TRAIL www.discoverytrail.net
INTERNATIONAL ASSOCIATION OF BOTANIC GARDENS
INTERNATIONAL UNION FOR CONSERVATION OF NATURE www.iucn.org
OLD GROWTH FOREST NETWORK www.oldgrowthforest.net
NEW YORK FLORA ASSOCIATION www.nyflora.org
NEW YORK STATE RARE PLANTS STATUS COMMITTEE
FINGERLAKES NATIVE PLANTS SOCIETY www.flnps.org
NATURAL AREAS ASSOCIATION www.naturalareas.org
TOMPKINS COUNTY PARKS AND TRAILS NETWORK
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WAYFINDING
