Cornell University The Johnson School at Cornell University

Identity

Identity Guide

Identity Guide

What's In a Name? The brand, for one.

The brand name is "the Johnson School at Cornell University." This is the simplest way to link the business school with Cornell, and to build equity in the Johnson School name. It is the preferred way to refer to the school with any external audiences. It can be shorted to "the Johnson School at Cornell" or even simply "the Johnson School"—particularly if the Cornell connection is well understood.

The official/formal name is "the S. C. Johnson Graduate School of Management," or "the Johnson Graduate School of Management." This name is currently embedded in official Johnson School stationery and otherwise used for more formal occasions, such as major events, important school functions, and ceremonial activities such as Commencement.

And, for the record, do not use the "JGSM" abbreviation. It has little meaning to anyone outside of Cornell and does little to reinforce the school identity. When a shorthand version is needed, stick with "the Johnson School."

Download a pdf of the Identity Guide.