Cornell University’s visual identity centers on a shield-shaped emblem in Carnelian red, a mark that traces its origins to a design approved by the university’s trustees in 1911. The university also maintains a separate Great Seal, authorized in 1866, which bears a profile likeness of founder Ezra Cornell and is used on diplomas and official documents. The shield emblem was created for decorative and non-official uses, and it is this shield that forms the basis of the university’s current logo.
Design and History
The Great Seal was authorized by Cornell’s trustees in 1866, a year after the university’s founding. The circular seal measures two inches wide and bears Ezra Cornell’s profile, encircled by the words “Cornell University,” “Founded A.D. 1865,” and his motto, “I would found an institution where any person can find instruction in any study.” A smaller corporate seal, used for legal instruments, omits the motto. [1]
In the early 20th century, a faculty committee developed the shield insignia for non-official and decorative uses. After two design competitions failed to produce a satisfactory result, the university hired a Philadelphia-based design firm, which created the shield-shaped, three-section emblem that trustees approved in 1911. The emblem includes the U.S. shield and a portion of the New York State coat of arms above an open book bearing the motto, set against a carnelian-and-white background. The design was tweaked throughout the 20th century, including flattening the top of the shield and occasionally adding a wavy border. [1]
In late 2000, Cornell implemented a new logo: a solid red square containing the word “Cornell,” designed by a team of university graphic designers in consultation with Lippincott Mercer. This mark, widely derided as the “Big Red Box,” drew comparisons to the J.C. Penney brand. [2] Student-led pressure, particularly from the Cornell Image Committee, pushed for a replacement that reflected the university’s history and Ivy League identity. [3]
The current logo, described as a “form of the Cornell Crest,” was unveiled on October 28, 2004. It was designed by Chermayeff & Geismar, the New York firm known for trademarks for Brown University, Mobil, and NBC. [4] The new logo replaced the Big Red Box with a simplified version of the shield emblem, and it remains in use today. [3] The university’s official brand center notes that the logo and seal are vital parts of the brand and provides guidelines for their reproduction, including minimum sizes and clear space requirements. [5]
Meaning and Symbolism
The shield emblem’s three sections reflect the connection between the university, the State of New York, and the United States. [6] The open book bears the founding motto, “I would found an institution where any person can find instruction in any study,” attributed to Ezra Cornell. [1]
Carnelian red is Cornell’s primary brand color. The university’s brand center states that red, along with the logo, is “an immediate signal that any communication is from the university.” Logos may only be represented in carnelian, black, or white. [7]
Typography and Design
The university’s brand center specifies that the Cornell logo and seal should always be reproduced at a legible size, with different versions for web use depending on the display dimensions. The guidelines prohibit creating new art for the logo, seal, or wordmark, and require that the logo appear only once on a homepage or communications piece. [5]
Carnelian is specified as PMS 187, with the web hex value #B31B1B. [7]
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