Because the Cornell Tech campus is still under construction on Roosevelt Island, the brand guidelines were the primary way initial audiences were going to see the brand come to life.
The Escher-esque Twist graphic features geometry based on the angle of the New York City street grid.
The Twist is a flexible graphic system that can be used in multiple ways, including a window for photography and illustrations.
Cornell Tech's color system drew inspiration from New York City surroundings. To reinforce this, each new system was named after its inspiration—the crosswalks, the rivers, the taxis, and the meadows. The final color group uses Cornell Red to link Cornell's main campus in Ithaca to Cornell Tech's Roosevelt Island campus.