Capturing our Tone

How can we express our break-the-rules spirit in every communication?


Frame our subject as an example—even a heroic one—of someone who exemplifies the benefits of a break-the-rules mentality.


Use vigorous, verb-driven language to dramatize the spirit of questioning, pushing boundaries, taking risks, and looking beyond the usual sources.


Choose supporting facts and examples that bring to life the act of independent thinking and its tangible results.


Don't be afraid to draw a strong lesson that validates break-through thinking at Cornell Engineering.

Visual alignment

Make sure that imagery suits the theme.


Use warmth, vigor, specificity, spontaneity, and plain English.