Renewing a New York Institution
Description
The New York Botanical Garden has been a local treasure and global influence since 1891. Over three seasons, we worked to evolve their brand into one more reflective of nature’s vibrancy and of their impact in horticulture, research, education, and culture. Rooting the strategy and identity in the idea of ‘do right by nature,’ we created a system that balances Bronx boldness and organic lushness with the flexibility to feel fresh in every season. The custom typography of their logo and primary typeface evokes a New York confidence while referencing natural forms. It’s designed alongside a bold voice that captures the warmth and expertise of the ‘plant people’ of NYBG. And it’s supported by a system with many other versatile elements, like a color palette inspired by the NYBG landscape, from trees to fungi to the Bronx River, and meant to be combined in endless, unexpected ways year-round.
