Cornell Tech is the Roosevelt Island-based campus for technology-related degree programs at Cornell University.
In addition to a tech degree, Cornell wanted to offer students an authentic city experience.
In order to succeed, it was imperative to avoid New York City clichés. I established a color story that references the street grid, rich city park system, and island geography. I drew upon my product naming experience when choosing language for the system.
Not just a logo, the Twisted T is a visual tool with many expressions throughout the brand system.
Like the color story, the Twisted T is also inspired by New York City — specifically, the 29-degree angle of the city grid. I took this tool and explored ways to use it in practice. Is it an icon? An overlay? A window? My explorations showed it could be all those things and more.
