Architecture

Brand architecture is the relationship between brands. It is a set of strategic choices for how a portfolio of brands works together as a system and builds perception with our audience collectively and individually.

African Golden-Weaver by Guenther Karmann / Macaulay Library

We Are One Lab

For more than a century, the Cornell Lab has grown organically, following the passions and interests of our community. We are now uniting all of these efforts under one parent brand to provide clarity about the Lab brand and help standardize its application. This new strategy establishes the Cornell Lab as the parent brand for our offerings, projects, centers, events, etc. In practice, there are no longer any logos except the updated Cornell Lab logo and its lockups. We will continue to use eBird, Merlin, Project FeederWatch, NestWatch, BirdNet, and others as names of offerings. We will maintain our center names but always present them as part of the Cornell Lab.

We are doing this to unite our organization and help people connect the dots between all the things we do. This will help more people take action to conserve the planet, while also strengthening the perception of our interconnected offerings that are scientifically rigorous, data- and tech-driven, as well as people-powered.

Cornell University

Endorsement

Cornell CALS

Sub-Endorsement

The Cornell Lab

Parent Brand

CENTERSPRODUCTSPARTNERSHIPS
FEATURES/INITIATIVES

Offerings

Example

Cornell University

Endorsement

The Cornell Lab

Parent Brand

Product

Status and Trends

Feature

Offerings

  • Centers

    Centers are how we organize internally, these are the groups responsible for our work.

    Centers have logo lockups

    Engagement in Science and Nature

  • Products

    Products are the core Lab offerings to the world, these are the things that people outside the Lab most often engage with.

    Products have logo lockups

    Merlin

  • Features/Initiatives

    Features do not exist on their own — they are a sub-offer of a product or an initiative of the Lab.

    Features/Intiatives do not have logo lockups, just mention in text

    NestQuest Go
    (feature of NestWatch)

  • Partnerships

    Partnerships are initiatives done in close collaboration with other organizations.

    Partnership intiatives do not have Lab logos, but may have their own brands, see partnership section

    Great Backyard Bird Count