In a groundbreaking collaboration between the venerable New York Botanical Garden (NYBG) and global brand consultancy Wolff Olins, a new chapter is unfolding for this 132-year-old institution. The NYBG, known as a local gem for New Yorkers, has undertaken its first rebrand in over a decade, ushering in a refreshed brand strategy that bridges the gap between its physical, local essence and its global impact.
Rooted in a strategic vision to strengthen ties with the local community while expanding environmental initiatives worldwide, the partnership with Wolff Olins has produced a brand evolution that honors the institution’s rich history while embracing a forward-thinking approach. Please read more below.
Underpinning the rebrand is a singular and powerful idea: ‘Do right by nature.’ This mantra encapsulates the essence of NYBG’s mission—to study, protect, learn from, and enjoy nature. It serves as both a call to action and a recognition of the active role nature plays in our lives.
Wolff Olins has woven this ethos into a bold and iconic brand persona, capturing the tonality and attitude of New York and the Bronx. The new tone of voice exudes optimism, empathy, and purpose, embodying NYBG’s contagious enthusiasm for the natural world and positioning it as a welcoming authority in the field.
At the heart of the visual identity lies a revamped, hand-drawn logo that succinctly captures the spirit of both New York City and the lush beauty of the Garden. The typography, inspired by hand-drawn natural forms, exudes confidence and reflects the impact of the institution.
A meticulously crafted design system embraces a palette inspired by the diversity of plants, trees, fungi, algae, and even the Bronx River itself. This vibrant spectrum draws from the bold vibrancy of iconic New York institutions, allowing for infinite combinations that resonate year-round. Complementing this is a photography style that offers a unique perspective, inviting viewers to see the world through nature’s lens.
Wolff Olins has gone a step further by creating a graphic language based on the organic shapes of the Garden as seen from a bird’s eye view. These shapes, influenced by the iconic Enid A. Haupt Conservatory, can be manipulated, layered, or cropped, adding a dynamic dimension to the visual identity.
Jane Boynton, Senior Creative Director at Wolff Olins, expressed the agency’s honor in working with the iconic NYBG, emphasizing the transformation’s reflection of the institution’s diverse qualities. Michael Crowley, Chief Marketing Officer at NYBG, praised the clarity brought by Wolff Olins, foreseeing a more effective reach to a broader audience, both on-site and online.
Sairah Ashman, Global CEO at Wolff Olins, described the project as a dream brand transformation, highlighting the importance of gardens in urban well-being. NYBG’s CEO, Jennifer Bernstein, sees the new brand as a global signal of the institution’s commitment to addressing climate and biodiversity challenges, inspiring action, and fostering a deeper connection to nature.
As the curtains rise on this revitalized brand, unveiled at NYBG Preview: The Year Ahead event, it marks a momentous leap for an institution deeply rooted in local heritage yet poised to make a global impact. The NYBG’s optimistic new brand is not just a visual change; it’s a rallying cry to engage the public in nurturing our planet, locally and across the globe.
All images © by Wolff Olins. Feel free to find other inspiring projects from all over the world in the Graphic Design and Branding sections on WE AND THE COLOR.
