Brand Book-Current-2026

BRAND BOOK CORNELL BOTANIC GARDENS

REVISED 3.24

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 FONT FUTURA MEDIUM UPPERCASE

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:

FOR ALL VISUAL BRAND INQUIRIES CONTACT:

Shannon Dortch

Jay Potter

T: 607.255.8618 E: sd63@cornell.edu 124 Comstock Knoll Drive Ithaca, New York 14850-2799 cornellbotanicgardens.org

T: 607.255.4159 E: jp932@cornell.edu 124 Comstock Knoll Drive Ithaca, New York 14850-2799 cornellbotanicgardens.org

Associate Director for Communications & Marketing

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Graphic Designer

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 LINEAR WORDMARK

CORNELL BOTANIC GARDENS

THREE PILLARS WORDMARK FONT FUTURA MEDIUM UPPERCASE FERN SCREENED TO 50% OPACITY

CULTIVATION CONSERVATION EDUCATION 2

PRIMARY PALETTE VISUAL MARK

CMYK

RGB SPROUT

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

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

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HEX

#C2CB1E

R: 194 G: 203 B: 32

R: 146 G: 155 B: 60

R: 105 G: 92 B: 79

R: 147 G: 149 B: 152

FERN

PANTONE UNCOATED

#929B3C

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SPROUT #380U

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EARTH

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STONE #COOL GRAY 5U

SECONDARY PALETTE ACCENT COLORS

CMYK

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

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

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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: 80 M: 60 Y: 95 K: 40

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

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R: 171 G: 147 B: 61

R: 52 G: 69 B: 40

R: 227 G: 151 B: 23

R: 87 G: 24 B: 27

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BRAND COLORS CAN BE USED AS A 60% SCREEN, (OPACITY), TO COLORIZE IMAGES TO FIT OUR VISUAL AESTHETIC. BACKGROUND PHOTO TEXTURES SHOULD BE BLACK & WHITE FOR THIS TREATMENT.

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WHITE SPACE & ORIENTATION 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, EG; WEB CONTENT VS. OVERSIZE BANNER.

NEGATIVE SPACE .25”

NO CONTENT

LOGO AS COLOR

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FOR USE ON WHITE SURFACES

FOR USE ON BLACK SURFACES

FOR USE ON LIGHT COLORED SURFACES

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

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

CORNELL BOTANIC GARDENS

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LOGO MISUSE

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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STRATEGIC PLAN

TITLE FONT INTERSTATE BOLD UPPERCASE

SAMPLE

WEBSITE HOMEPAGE

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INSTAGRAM

STAFF T-SHIRT LOGO WITH WHITE FONT FOR USE ON MID/ DARK COLORED SURFACES.

CLIMATE

MEDITATE

STUDENTS

SOAR

ENDEAVOR

POCKET GUIDE

The gardens, gorges, and natural areas of Cornell Botanic Gardens make up one-third of Cornell's campus as well as 3,100 acres of nature preserves beyond campus.

Use this guide to choose how you want to explore this exceptional museum of living plants.

Explore with your smart phone Choose from ten suggested walking tours to explore our areas on campus.

Download the free “Pocketsights Tour Guide” from the App Store or Google Play. The tour closest to you will appear at the top of the list. Scroll to select a desired tour.

Robison Herb Garden

Pounder Vegetable Garden

Mullestein Winter Garden

F. R. Newman Arboretum

Treman Woodland Walk

The gardens around the Nevin Welcome Center, including the herb garden, showcase a diversity of cultivated plants used and cherished by people around the world.

The vegetable garden demonstrates how plants and gardening practices can reduce global carbon emissions, improve soil health, provide pollinator habitat, protect and conserve water, and more.

This garden displays a variety of conifers and other plants with interesting colors, textures, and shapes that look beautiful year round, but especially in winter.

You can explore many more specialty gardens throughout the arboretum including the Treman Woodland Walk (above), Zucker Shrub Collection, and Floriculture War Memorial Trail.

Over 10,000 cultivated plants grow within 12 specialty gardens around the Nevin Welcome Center and throughout the F. R. Newman Arboretum.

To explore more plant-based solutions for a sustainable future, visit the Bioswale Garden, Botanic Buzzline, and Native

The scenic, 100-acre arboretum includes hundreds of diverse trees from around the world, located 1/2-mile east of the Nevin Welcome Center. Wander many pathways to explore trees, gardens, ponds, and outdoor art.

The majority of our conifer collection is found in the winter garden as well as nearby Conifer Slope and Kienzle Overlook, which altogether include over 100 different types of conifer trees.

Several overlooks provide views of the arboretumʼs rolling landscape, best seen at Newman Overlook.

Made possible by Robert and Vanne Cowie

Cornell Botanic Gardens stewards 3,800 acres of biologically diverse landscapes on and off Cornellʼs campus that represent the full range of ecological communities found in the Finger Lakes region.

The arboretum holds nine core tree collections including oaks, maples, nut trees, dogwoods, as well as rare and unusual trees, which are used for education and research.

POCKET GUIDE

Scan for a full list of on-campus natural areas and how to get there.

Scan for a full list of natural areas and how to get there.

WWW.CORNELLBOTANICGARDENS.ORG Printed on 100% post-consumer recycled paper 11/23 | 20K | JP932

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Cascadilla & Fall Creek Gorges

Beebe Lake

Cornellʼs campus is sandwiched between two stream corridors, each carving deep gorges for over 15,000 years.

Fall Creek was dammed to create manmade Beebe Lake—a preserve of water, woods, and wetlands in the heart of Cornell's campus.

Cascadilla Gorge (above): A 3/4-mile trail follows Cascadilla Creek past six waterfalls, connecting Cornell to downtown Ithaca.

Fall Creek Gorge: Begins west of Beebe Lake and ends after spilling over the 150foot Ithaca Falls in the City of Ithaca.

Hike a 1-mile loop through a diversity of native plants, over historic Sackett Bridge, and above Triphammer Falls on the footbridge (shown above).

Monkey Run Natural Area Here you can explore a remarkable diversity of native plants under a forest canopy along Fall Creek. Native growing season, but especially in spring.

Visit here to see our Native Lawn.

This natural area, along with Fall Creek Valley, Park Park, and Monkey Run borders Fall Creek.

Enjoy the scenic beauty of Fall Creek along an extensive network of hiking trails on the top of forested banks and below at creek level in the Monkey Run Natural Area.

This natural area is one of 24 nature preserves spanning 3,100 acres further away from the Cornell campus.

Your guide to exploring

VEHICLE GRAPHICS

LOGO MUST BE INSTALLED LEVEL. NOT TO BE INSTALLED BASED ON ANGLE OF VEHICLE BODY LINES.

EXTERIOR ORIENTATION SIGN

TITLE FONT TRADE GOTHIC BOLD CONDENSED UPPERCASE

DISPLAY FONT TRADE GOTHIC CONDENSED

SAMPLE

SAMPLE 10

EXTERIOR WAYFINDING

NEVIN WELCOME CENTER EXTERIOR SIGN

NEVIN WELCOME CENTER INTERIOR WAYFINDING

INFORMATION VISITOR MAPS GIFT SHOP

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 INTERNATIONAL UNION FOR CONSERVATION OF NATURE www.iucn.org

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