Bringing the Cornell SC Johnson College of Business brand to life consistently in all of our visual communications will raise the profile of the college in the world and help to strengthen the identity of the college and its schools.
Below you will find information on logos, colors, typefaces, and photography.
Our logos have been developed intentionally to provide consistency and to facilitate the development of high-quality branded materials. Logos are a major component of the brand, and when used properly, they build and elicit widespread recognition and convey the authentic identity of our college and its schools. The logo designs are not to be modified in any way.
These logos are only intended for use by the SC Johnson College community. They may not be used on non-Cornell communications or without exclusive permission from the Office of Marketing and Communications.
For merchandise use, please contact the Office of Marketing and Communications at marketing@business.cornell.edu to obtain approved versions for specific applications.
To ensure visual consistency and promote recognition, please follow the guidelines below. Open each accordion panel for more information.
Leave sufficient space around the logo – a buffer zone – to stand apart from other visual elements. Text, headlines, photographs, or illustrations should never be closer to the logo than 1/2 the diameter of the seal.
There are minimum print reproduction sizes of the logo. Reducing the logo further compromises the integrity and readability of the logo and Cornell seal and is not allowed.
There are minimum digital reproduction sizes of the logo. Reducing the logo further compromises the integrity and readability of the logo and Cornell seal and is not allowed.
The logos come in three colors; black, Cornell red, and white. These logo colors can not be altered in any way. When placing the logo on a background, that background also has to be an one of the approved colors.
Do not place the logo on unapproved background colors
Do not warp or rotate the logo
Do not change the logo color
Do not place the logo on a photo where it can not be clearly seen
Do not add shadows to the logo
Below are examples of what NOT to do.
Club and department names may be added below the school or college logo with the proper spacing. The height of the uppercase letters in the logo needs to be in between the bottom of the logo and the top of the club or department name.
*To meet the requirements of the gift, the added font size may not be larger than the SC Johnson font within the logo. The typeface Objektiv, part of the Adobe Creative Suite of fonts, should be used. If you do not have Adobe Creative Suite, use Arial as a first choice and Palatino as a second choice.
Each logo is available as a download, below. Each download will include both print and digital files in all approved brand colors: red, black, and white, in three formats: EPS, JPG, and PNG.
EPS |
JPG |
PNG |
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| Example: Dyson-logo-blk.eps | Example: Johnson-logo-rgb.jpg | Example: hotel-logo-white.png | ||||
| Use EPS for print An .eps file is the best quality file for your logos. These are vector-based images, which means they can be enlarged and reduced without any image deterioration. They can be as large as a billboard and as small as a business card. These files are used strictly for printing, not to be used for web. When you send your logo to a printer or design professional always send them the eps version, unless another format is specifically requested. |
Use JPG for web A .jpg file is a raster-based image primarily used for web and sometimes for print (Word, etc.). This format is best used for photographs on the web. A jpg file does not support transparent backgrounds. You CAN NOT enlarge a jpg file; its quality will degrade and pixelate. You can shrink a jpg file, however, these jpg files must be created with the correct size and resolution for end usage. They can be used for your website and on social media and opened with any computer software. NOTE: you will not get a white logo in the jpg folder, as transparent backgrounds are not supported. |
Use PNG for web A .png file is a raster-based graphic primarily used for web. These files are pixel-based and cannot be scaled up without degrading and pixelation. Therefore, these .png files must be exported with the correct size and resolution for end usage. A .png file supports transparent backgrounds. They can be used for your website and on social media and opened with most computer software or in a web browser. |
The official colors of the SC Johnson College are PMS 187 (Cornell Red), PMS Cool Grey 11, and PMS 5503. Secondary colors are PMS 443 and PMS 185.
CMYK: 0.100.79.20
RGB: 179.27.27
HEX: #b31b1b
CMYK: 63.52.44.33
RGB: 83.86.90
HEX: #53565a
CMYK: 39.2.14.10
RGB: 139.192.198
HEX: #8abfc6
CMYK: 33.12.18.30
RGB: 128.150.153
HEX: #809599
CMYK: 0.93.79.0
RGB: 239.55.62
HEX: #ee373d
The recommended typefaces for various applications are shown below. Use of these typefaces is encouraged for body copy in brochures, newsletters, advertisements and other communications for brand consistency. The college’s primary brand typeface is Brown.
Brown is the most recognizable and frequently used typeface: a clean, modern, sans-serif typeface that works well for display copy, body text, and everything between. If Brown is not available, Objektiv can be used.* Palatino is an acceptable serif typeface for body copy in long-form print publications, such as magazines or annual reports. Palatino may be used when the primary typefaces are unavailable, but should not be used for display copy.
These typefaces should only be used when Brown, Objektiv, and Palatino are not available.
*The Objektiv font is available in Adobe Creative Suite. Marketing and Communications has determined that the Objektiv font is very similar in appearance to Brown.
Instructions to activate Objectiv
The image to the right shows a sample of how to use the brand typefaces Objektiv and Palatino. Objektiv should be used for headlines, photo captions, secondary headlines, etc. Palatino should be used as body copy, photo captions, etc. While there are many possibilities on how and where to use these typefaces, these are just general guidelines.
The college has a collection of professional images that represent the essence of the brand, which captures the human side: who we are, what we do, and how it feels to part of the college, with a strong focus on storytelling. Below are just a few examples of the images available from the Cornell University photo database.
