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# Cornell brand
- URL: https://www.lorcandempsey.net/cornell-brand/
- Published: 2004-11-07T19:26:11.000Z
- Updated: 2004-11-07T19:26:11.000Z
- Author: Lorcan Dempsey
- Tags: UX

There was a snippet in today’s NYT about Cornell’s new logo. Searching further:

> “We feel — and Cornellians have told us — that this new logo reflects the university’s rich history and academic identity, while providing a modern, clear and meaningful identifier for use in today’s diverse media,” Bruce said. \[[New university logo](https://www.news.cornell.edu/Chronicle/04/10.28.04/identity.html?ref=lorcandempsey.net)\]

This reminded me of William J Mitchell’s comments in [Me++](https://www.worldcatlibraries.org/wcpa/ow/e3fd399be7ca0ccca19afeb4da09e526.html?ref=lorcandempsey.net) that on the web ‘brand’ carries the clues that were carried by physical presence or architecture before. Cornell wants a visual brand that reflects what it feels is important about its identity. Apparently, the ‘red box’ the new logo replaces did not do this.