Wolff Olins and the New York Botanical Garden’s new visual identity

This article was originally published on Domus 1091.

“Do right by nature” is the idea behind the new branding of the New York Botanical Garden (NYBG) designed by the Wolff Olins agency. This rebranding marks a new era for the historic botanical garden in the Bronx, which now aims not only to strengthen ties with the local community, but also to extend its environmental efforts globally. Indeed, the NYBG is a beautiful garden, a scientific laboratory, a research institute that influences policy, and a gathering place for its community. Given these factors, the new graphic design not only had to be beautiful and organic, but it also had to convey the institution’s importance, the rigour of its scientific research and the accessibility of its outreach programmes in the community. And it had to be centred around objectives concerning a dual crisis: climate and biodiversity.  

Every aspect of the new brand identity – from the logo to the colour palette to the typography – has been designed to celebrate science and nature and create a more welcoming and interesting experience for visitors. The logo draws inspiration from iconic New York City designers (Herb Lubalin immediately springs to mind) and institutions, but it also contains many references to nature.

 The new customised typeface, NY Botanical Gothic, is replete with organic shapes and shows the influence of posters from the environmental movement of the 1960s and 1970s. The bold weight represents nature at its best: lush, rich and full of form. The colours are inspired by the garden and named after plants and mushrooms. The vibrant and inviting palette is a reflection of the park’s biodiversity and also represents the cosmopolitan aspect of a city like New York.

 The slogan “Do right by nature” echoes the NYBG’s long-standing commitment to plants, fungi and the natural world in the city. Since its founding in 1891, its mission and activities have centred on three pillars: science, horticulture and education, uniting plants and people. “We’re helping nature to thrive so that humanity can thrive,” says Michael Crowley, chief marketing officer of the park. 

The new branding reflects the garden’s 133-year history but with an eye towards a brighter, more botanical future. After all, the Bronx is New York’s greenest borough and the NYBG is a place of respite in the concrete jungle, a site for cuttingedge scientific research, and a place to experience art and culture. The new visual identity embraces each of these roles, but above all emphasises the active spirit of the people behind this organisation fighting climate change and biodiversity loss.

Opening image: Graphic design and coordinated image created by the Wolff Olins agency for the New York Botanical Garden. Courtesy Wolff Olins