Whose Sucker is it?

The mission of The Cornell Lab of Ornithology is “to interpret and conserve the earth’s biological diversity through research, education, and citizen science focused on birds.” Supporting that mission with publications and conservation initiatives, the lab has grown into an internationally respected organization of over 250 employees worldwide. To support this growth, the lab has commissioned a new identity which has been adapted by Michael Bierut and Katie Barcelona of Pentagram from the work of Charley Harper. Alternate logo configurations. The previous identity was certainly feeling a bit dated and perhaps even a bit stuffy with its all-caps serif wordmark. The new wordmark brings a more modern feeling with its use of a slightly modified Avenir. The use of camelCase in