{"id":2391,"date":"2021-10-18T06:00:00","date_gmt":"2021-10-18T10:00:00","guid":{"rendered":"https:\/\/alumni.cornell.edu\/cornellians\/?p=2391"},"modified":"2022-11-04T13:28:24","modified_gmt":"2022-11-04T17:28:24","slug":"ithaca-is-gorges","status":"publish","type":"post","link":"https:\/\/alumni.cornell.edu\/cornellians\/ithaca-is-gorges\/","title":{"rendered":"The Cornellian Behind the Slogan \u2018Ithaca is Gorges\u2019"},"content":{"rendered":"\n

Late advertising guru Howard Cogan \u201950, MPS \u201980, coined the now-ubiquitous catchphrase\u2014and gifted it to the community<\/p>\n\n\n\n

By Alexandra Bond \u201912<\/strong><\/p>\n\n\n\n

Anyone who has spent time in Cornell\u2019s hometown knows the city\u2019s tourism slogan: \u201cIthaca is Gorges.\u201d The ubiquitous green-and-white logo adorns merchandise from T-shirts to bumper stickers, hats to coffee mugs, cell phone cases to chocolate bars. <\/p>\n\n\n\n

With an illustration of a waterfall in place of the letter I, the pithy pun encapsulates the city\u2019s natural beauty. <\/p>\n\n\n\n

\u201cIt\u2019s like a secret passphrase,\u201d says former Ithaca mayor Svante Myrick \u201909. \u201c\u2018Gorge\u2019 is not a common word; it\u2019s not like everybody has a gorge or three running through their town. So to understand why it\u2019s funny\u2014even the fact that it\u2019s a pun\u2014you have to have been to Ithaca.\u201d<\/p>\n\n\n\n

To understand why it\u2019s funny\u2014even the fact that it\u2019s a pun\u2014you have to have been to Ithaca.<\/p>Former mayor Svante Myrick \u201909<\/strong><\/cite><\/blockquote>\n\n\n\n

Over the years, clever variations have sprung up, becoming almost as well-known to Ithacans as the original phrase. <\/p>\n\n\n\n

They range from the straightforward \u201cIthaca is Cold\u201d to the tongue-in-cheek \u201cIthaca is Gangsta\u201d to the more contemporary \u201cRiley is Gorges\u201d\u2014a nod to a local celebrity golden retriever who greets shoppers on the Commons with a drooling smile and a wagging tail. <\/p>\n\n\n\n

\u201cIt\u2019s a reflection of the community,\u201d says Fred Bonn, former director of the Ithaca\/Tompkins County Convention & Visitors Bureau<\/a>. \u201cIt\u2019s always fun to go to the Ithaca Festival Parade and see this year\u2019s spin on it.\u201d<\/p>\n\n\n\n

\"A
\u201cIthaca is Gorges\u201d merch, modeled\u2014aptly\u2014on the Cascadilla Gorge Trail. (Ryan Young \/ Cornell University)<\/em><\/figcaption><\/figure>\n\n\n\n
<\/div>\n\n\n\n

These playful adaptations are possible for one reason: the man who designed the logo in the Seventies\u2014the late Howard Cogan \u201950, MPS \u201980<\/a>\u2014never trademarked it. <\/p>\n\n\n\n

The owner of a small advertising business downtown, he conceived \u201cIthaca is Gorges\u201d after local tourism officials tasked him with finding a way to attract visitors to the city. <\/p>\n\n\n\n

\u201cHe came out of his office fifteen minutes later and he had sketched it out,\u201d recalls his widow, Helen Cogan. \u201cJust like that.\u201d<\/p>\n\n\n\n

An Ithacan since age six, Howard (who passed away in 2008) majored in theater and later earned a master\u2019s degree in communication. In addition to running his business with his wife, he taught advertising full time at Ithaca College, with part-time gigs at Cornell and Tompkins Cortland Community College. <\/p>\n\n\n\n

\u201cHe loved Ithaca; he never wanted to live anywhere else,\u201d says Helen. \u201cThe slogan was his gift to the city. He didn\u2019t want to make any money on it.\u201d <\/p>\n\n\n\n

The slogan was his gift to the city.<\/p>Helen Cogan<\/strong>, Howard’s widow<\/cite><\/blockquote>\n\n\n\n

And according to Bonn, the logo wouldn\u2019t have become nearly as widespread if Howard had capitalized on it. \u201cYou don\u2019t have one company that controls it and polices how it\u2019s used,\u201d he says. \u201cThe community really owns it.\u201d<\/p>\n\n\n\n

Like other popular tourism taglines\u2014including \u201cI Love New York,\u201d \u201cKeep Austin Weird,\u201d and \u201cWhat Happens in Vegas, Stays in Vegas\u201d\u2014\u201cIthaca is Gorges\u201d is recognized around the world. <\/p>\n\n\n\n

Many an Ithacan has a story about a connection they made because of the phrase\u2014whether someone commented on their T-shirt one state over or on the other side of the globe.<\/p>\n\n\n\n

\u201cWhen I travel anywhere in the world and tell people I\u2019m from Ithaca, they\u2019ll say, \u2018Oh! Ithaca is Gorges!\u2019\u201d says Myrick, who notes that he probably owns more shirts bearing the slogan than one human needs. \u201cIt\u2019s a shared identity. It reminds us that we\u2019re all neighbors.\u201d<\/p>\n\n\n\n

Top: Illustration by Cornell University.<\/em><\/p>\n\n\n\n

Published October 18, 2021; updated November 4, 2022<\/p>\n\n\n\n

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