SUNY Cortland has articulated a brand identity to help strengthen our institutional reputation.
This communication guide provides key elements of the brand identity to unify our message as we share the SUNY Cortland story, one that will remain vibrant when told and reinforced in a clear, professional and consistent fashion.
The SUNY Cortland brand is much more than our logo, tagline, graphic designs, publications, etc. Our brand is our story, our reputation and all the associations that everyone makes with our College. The essence of our brand is how people react when they hear the words “SUNY Cortland.”
To help audiences understand and connect with SUNY Cortland, all messages have to work together. A number of key elements must be integrated throughout all of our communications.
The more consistently we apply these elements to our publications, Web pages, presentation materials, speeches, advertisements and conversations, the stronger the SUNY Cortland brand will be identified by our audiences.
The key elements that must be integrated into our communications include:
A theme has been developed to succinctly convey our brand essence. It may be explicitly expressed in communication materials or, more often, serve as the premise for the message(s) being communicated.
A single overriding theme — Momentum — characterizes the energy and vibrancy of the College and identifies SUNY Cortland as active and engaging.
There is a powerful association that accompanies the momentum theme — that of excitement, energy, dynamic learning and living, and forward moving — all very real trademarks of the SUNY Cortland experience.
Our momentum as an institution in turn contributes to the momentum of our students, faculty, staff, alumni and larger Cortland community. “Momentum” clarifies and communicates the high-value essence of the Cortland brand.
A brand promise concisely states what we, as an institution, promise to our constituents. The brand promise serves as a behind-the-scenes guide for all of our marketing efforts. The SUNY Cortland promise statement, developed from campus community input and research findings, summarizes the core values and characteristics of the College.
“The SUNY Cortland community inspires students by delivering a high-value education that develops the skills they require to compete and excel in academics, athletics and their careers.”
The SUNY Cortland community — faculty, staff, administration, alumni and local leaders alike — inspires students to reach their full potential, to dig deeper, to reach higher and to achieve more. We provide students with the support and encouragement they need to advance all aspects of their lives — mind, body, spirit, personal and professional.
SUNY Cortland offers an affordable education and breadth of programs, combined with a track record of excellent outcomes and successful alumni, resulting in a high-value education. Our ranking by Kiplinger’s, U.S. News and World Report and Consumers Digest as a “top/best value” institution of higher learning among public colleges and universities is a further testament to our promise of providing a high-value educational experience.
Our campus community takes good students and turns them into great students and dynamic graduates. Faculty and staff apply extraordinary care, concern and commitment to respective assignments, all with the students’ best interests at the core. We provide students with opportunities to rise to the top.
Brand attributes communicate the ways in which we achieve what we promise. They are the essential characteristics of SUNY Cortland that our communications will showcase at every opportunity.
From the president’s speeches to capital campaign materials, from faculty position advertisements in The Chronicle of Higher Education to recruitment brochures, from hometown news and sports releases to campus signage, representations of these attributes in words, phrases and photos should be used purposefully and liberally.
Our goal is to have SUNY Cortland’s audiences equate these attributes with the College and equate the College with these attributes.
Distinctive attributes represent the extraordinary and unique characteristics that make SUNY Cortland distinctive from other institutions.
Leadership development, high standards and record of excellence, the discipline, dedication, time management and balance involved, team orientation, the academic and athletic accomplishments of our student athletes, SUNY/national records and rankings, awards earned, successful alumni, facilities, etc.
As a noun: Student leaders, award-winning students, faculty and staff, scholarship, Honors Convocation, Honors Program, Transformations: A Student Research and Creativity Conference, published authors, grant recipients, successful alumni, athletic prominence, etc.
As a verb: Peer mentors, faculty mentors, civic engagement, service-learning, volunteer organizations, social cause organizations, leading researchers, etc.
Study abroad, internships, research with faculty, Transformations: A Student Research and Creativity Conference, community service, civic engagement, service-learning, practicum/student teaching, independent study, volunteer organizations, clubs and organizations, the Parks Family Outdoor Center, etc.
Breadth of certification areas, history and tradition, alumni accomplishments, student teaching options in New York state and abroad, pass rates on certification exams, leaders and innovators in the field, impact on education profession and educating youth, etc.
Highly rated health and counseling services, increased diversity, internationalizing the campus, more than 100 clubs and organizations, new and renovated residence halls, arts and cultural events (CALS), recreational sports and fitness facilities, the Health Fair and Community Bike Program, dining options, etc.
Language is a powerful tool in communicating the SUNY Cortland message, particularly in our print and online communications.
By consistently incorporating messages that support the College’s initiatives and brand attributes, we reinforce to our audiences what we are doing and how they will benefit from a SUNY Cortland education and experience.
The tone or “voice” of all communication materials — particularly the College website, the Viewbook, alumni and advancement materials — should be consistent.
The tone can be serious, contemplative and inspirational so that the reader is encouraged to reflect on his or her life while considering how SUNY Cortland will change and enhance it.
The official, acceptable names for the College are SUNY Cortland and State University of New York College at Cortland.
Our College has been known by various names since its founding in 1868. For the first 75 years of its existence, the institution was called the Cortland Normal School, a shortened version of its official title — The New York State Normal and Training School at Cortland.
In 1942, the New York Legislature officially changed the name to New York State Teachers College at Cortland, more popularly called Cortland State Teachers College. When the State University of New York (SUNY) was created six years later, the official name became the State University Teachers College, Cortland, New York, but Cortland State Teachers College (CSTC) and State University Teachers College (SUTC) remained the popular versions.
From 1959-61, the school briefly became the State University College of Education at Cortland (SUCE) before the SUNY Board of Trustees finally settled on State University College at Cortland (SUCC). Cortland State remained a widely used shortened version but was countered by the use of Cortland College in the 1980s and early 1990s.
Since 1996, the College has officially referred to itself as SUNY Cortland, a name that pays homage to the power of the State University of New York, the most comprehensive university system in the United States, as well as to the illustrious 140-year history of Cortland and its alumni, faculty, staff and students.
The College will continue to use SUNY Cortland exclusively as the shortened version of its full official name, State University of New York College at Cortland, to solidify the Cortland brand and to negate any public confusion that may arise from using multiple names to describe the same institution.