{"id":62044,"date":"2026-04-11T23:36:22","date_gmt":"2026-04-11T14:36:22","guid":{"rendered":"https:\/\/designcompass.org\/?post_type=archive&p=62044"},"modified":"2026-04-11T23:36:23","modified_gmt":"2026-04-11T14:36:23","slug":"new-york-botanical-garden","status":"publish","type":"archive","link":"https:\/\/designcompass.org\/en\/archive\/new-york-botanical-garden\/","title":{"rendered":"NYBG, the New Yorker's attitude toward nature"},"content":{"rendered":"

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.<\/p>\n\n\n\n

\u201cWe wanted to capture what is also a place of service for the Bronx community,\u201d said Jane Boynton, senior creative director at Wolff Olins. He explained.<\/p>\n\n\n\n

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NYBG \u00a9Wolff Olins<\/figcaption><\/figure>\n\n\n\n
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NYBG \u00a9Wolff Olins<\/figcaption><\/figure>\n\n\n\n

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.<\/p>\n\n\n\n

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NYBG \u00a9Wolff Olins<\/figcaption><\/figure>\n\n\n\n

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.<\/p>\n\n\n\n

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NYBG \u00a9Wolff Olins<\/figcaption><\/figure>\n\n\n\n
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NYBG \u00a9Wolff Olins<\/figcaption><\/figure>\n\n\n\n
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NYBG \u00a9Wolff Olins<\/figcaption><\/figure>\n\n\n\n
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NYBG \u00a9Wolff Olins<\/figcaption><\/figure>\n\n\n\n

It is a branding that places nature at the center based on the motto, \u201cDo right by nature.\u201d 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.<\/p>\n\n\n\n

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NYBG \u00a9Wolff Olins<\/figcaption><\/figure>\n\n\n\n
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NYBG \u00a9Wolff Olins<\/figcaption><\/figure>\n\n\n\n

More and Sources<\/h2>\n\n\n\n