Brand Guidelines

Our Brand Guidelines help define how the Cornell Lab of Ornithology looks, speaks, moves, and sounds. It sets our aspirations and intentions as a brand, and guides everything we put out into the world.

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Yellow-bellied Sapsucker by Kyle Tansley / Macaulay Library

The objective of these guidelines is to establish parameters that will help bring cohesion to the Lab brand, while remaining flexible. Don’t think of this as a rigid set of rules, but as directions, principles, and essential assets that will help get us started.

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[Narrator] At the Cornell Lab of Ornithology, we are relentlessly curious about birds and nature. Birds inspire us to look up, to listen, to discover. They spark endless questions on our journey to understand and protect life on Earth. More than 3 billion birds have been lost from North America in the past 50 years. They are sounding the alarm for the health of our planet, but they also show us the way forward. We must act now to bend the curve to turn the decline into a steady rise, to turn the endangered into the enduring. The Cornell Lab is powered by science, technology, and millions of people around the globe. With passion and ingenuity, we create new ways to listen to, see, and protect the natural world. We work with you, partners, contributors, and communities to spark inspiration to turn science into action, to find solutions for the vibrant planet we share. This is our moment to choose. To reverse unprecedented losses, it will take us all working together with unprecedented speed, precision, and commitment. Together we can bend the curve toward a future where birds, nature, and people thrive. Join us.

End of Transcript

Explore Our Brand

  • Brand Foundation

    Why we look and sound the way we do.

  • Brand Architecture

    How our portfolio of brands works together as a system and builds perception with our audience collectively and individually.

  • Discussion between three people at a workshop
    Partnerships

    How and why we work with our partners.

  • Whale and calf swimming in blue waters
    Visual Identity

    This section outlines a wide range of visual expressions, from logo to color, typography, graphic language, and more.

  • a blue, black, and white bird sings from a branch
    Brand Voice

    A resource to help communicators confidently integrate the Lab’s values and brand personality into our messaging

  • Volcano Hummingbird showing a purple and pink gorget
    Inspiration Gallery

    Get a sense for our visual aesthetic through our work ranging from simple social media posts to full webpages.