NewYork Botanical Garden has rebranded in collaboration with Wolff Olins. NewYork Botanical Garden (NYBG) is a garden created in 1891 in New York City's Bronx Park. The goal of this rebranding is to reflect NYBG's role as an organization that researches and protects nature and where visitors can learn and enjoy nature.

“We wanted to capture what is also a place of service for the Bronx community,” said Jane Boynton, senior creative director at Wolff Olins. He explained.

The unique hand-drawn font logo features organic forms found in natural elements such as flowers, bees, and trees. The new font NY Botanical Gothic is inspired by traditional typefaces from the 1960s and 1970s. We are also inspired by other New York icons such as the New York Yankees, The New Yorker, and The New York Times. The secondary font, GT Super, is inspired by the 1970s and 1980s.

The brand colors are named after various plants and fungi, such as chestnut, mushroom, and oak. It also captures the blue color of the Bronx River. We also created a style guide for photography from a natural perspective, such as plants basking in the sun. A grid motif was taken from the various forms of the Enid A. Haupt Conservatory building, a glass window greenhouse that symbolizes NYBG, and applied to the layout.

It is a branding that places nature at the center based on the motto, “Do right by nature.” This is an example of a bowl containing a plant being expressed better than the appearance of the plant itself that people observe. It exquisitely captures the brand's history and the stories of the local community, while also capturing a loving look at nature. As is typical of Wolff Olins, it has sophisticated, no-frills graphics and an extremely beautiful visual identity.

More and Sources

• https://www.nybg.org/
• https://wolffolins.com/work/nybg