Rebranding of Cornell Plantations to better reflect mission, vision
Aug. 25, 2016
By Matt Hayes
http://news.cornell.edu/stories/2016/08/rebranding-cornell-plantations-better-reflect-mission-visionWhen Christopher Dunn joined Cornell Plantations as its new director in April 2014, his freshly printed business cards suggested to him the organization he was set to lead had an identity problem.
The logo on the card featured an idyllic scene of marsh reeds flowing into a meadow and anchored by a majestic oak. The words “Cornell Plantations” appeared across the illustrated landscape, and underneath it a block of seemingly repetitive but obligatory language: “botanical gardens – arboretum – natural areas.”
“If you have a name and logo that you then need to define in print, it’s a lost opportunity to do something better,” said Dunn, the Elizabeth Newman Wilds Director. “The name Plantations requires constant explanation, and just doesn’t fit a botanic garden and the scale of the work we do.”
As Dunn took the helm, he began to gauge how the Cornell community connected with a name that has been attached to the university’s botanic garden and arboretum since 1944.
Funny, no mention of the Democrat Plantation that still operates throughout these United States.
Precisely