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Atkinson Center Brand & Messaging Guidelines

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All individuals and teams receiving funding from the center are required to acknowledge Atkinson Center support in published materials, posters, talks, and presentations that are related to the funded project.

These guidelines are designed to help those communicating on our behalf to tell our compelling story. By using a common language we can articulate our value consistently, authentically, and effectively to our diverse audiences and across every platform. 

Where to acknowledge the Atkinson Center:

  • Academic Publications: Acknowledgement language
  • Print Materials: Logo, web address, acknowledgement language
  • PowerPoint Presentations: Center-branded PowerPoint slides
  • Web Sites: Logo, web address
  • Email Signature: Full signature or one-line addition
  • Posters: Especially for jointly funded programming

The following brand and messaging guidelines are provided as a means for easy reference for Atkinson-funded teams, as well as individual Fellows and those collaborating with the center.

Questions on using Atkinson Center branding or messaging? Please email atkinson-comm@cornell.edu.

Acknowledgement Language

For publications, print materials, and more, the following short acknowledgement declaration can be used:

This work was supported [optional: in part] by Cornell University's Atkinson Center.

If approached by media for a quote or story, please include your Atkinson Center affiliation. It may not always be included, but it's good to build awareness.

Brand Narrative

Our brand narrative is a
unifying statement for our
entire organization.

At the Cornell Atkinson Center, we forge new and unexpected connections that
catalyze extraordinary change. Because the time has come for bold thinking and
powerful new models that will ensure our planet not only survives, but thrives.

With Cornell’s rich and broad knowledge base as our foundation, we bring together
passionate experts and innovators, theorists and practitioners, business leaders,
and community members to deliver large-scale, long-term sustainability solutions.

Our resources—which span the environmental, agricultural, economic and social
sciences—allow us to pioneer transformative research and address the most
complex problems we face as a planet. Our approach is holistic, exploring not
only individual systems, but how they interact with one another and impact the
larger world. By serving as the hub for diverse and even unlikely connections, we
accelerate the transition from visionary thinking to real-world impact.

It’s through these vital connections that we’re shaping a future able to withstand
even the most persistent and volatile challenges.

Together, we’re building a resilient tomorrow.

Brand Platform

Our brand platform is the
foundation of our brand,
made up of our core idea
and promise.

Our purpose
Vital connections

Our brand voice and our
messaging are rooted in
our brand platform.

Our promise
We forge new and unexpected connections that
catalyze extraordinary change.

Editorial Style

The Atkinson Center follows the Associated Press Stylebook to maintain consistency with other university publications.

However, the center employs the Oxford comma (or the serial comma) to provide clarity and prefers the New York Times up-style headline: capitalize the first letter of the first and last words and of all words besides  articles, conjunctions, and prepositions shorter than four letters.

Email Signatures

Two formats for the Atkinson Center email signature are available to center staff: one without the Atkinson Center bug, and one with the bug. We provide both as some email clients/programs read the bug as an attachment, which is often not preferable.

The inclusion of a cell phone and/or personal pronouons (e.g. he/his/him) is optional. Download the digital template for Microsoft Outlook below. Copy the signature out of the document and then paste into your email client. Edit as needed.

If you are an Atkinson Center Faculty Fellow, Research Fellow, or Postdoc, please use the following in your existing email signature:

  • Faculty Fellow, Atkinson Center
  • Research Fellow, Atkinson Center
  • Atkinson Center Postdoctoral Fellow

Logos

The web versions (.png) of all the logos/bugs/seals are "transparent" so they will display properly on a variety of backgrounds.

  • Atkinson Horizontal

     

    Web
    (.png)

    Print
    (.ai)

    Color Logo and Name
    Color Logo and Name with White Text
    White Logo and Name
  • Bugs

    When there is not enough space to include the entire horizontal Atkinson mark, or if a round mark would be more fitting, you may use the Atkinson "bug."

     

    Web
     (.png)

    Print
     (.ai)

    Color Circle Logo and Name
    Color Circle Logo and White Name
    White Circle Logo and Name
  • Cornell Seal

    When using the Cornell Seal in conjunction with the Atkinson Center logo, make certain that there is enough visual white space between the two. This will prevent any visual competition between the two marks. For more information on how to use the university brand and seal, please visit the Cornell University Brand Center.

     

    Web
     (.gif)

    Print
    (.ai)

    Red Cornell Logo
    White Cornell Logo

PowerPoint Template

To assist you with any presentations you may be giving on part of the center, we have provided a blank PowerPoint template:

 

PowerPoint
 (.pptx)

PowerPoint Template

Stationery: Business Cards, Letterhead, and Envelopes