New York Botanical Garden Unveils Major Brand Update in Partnership with Wolff Olins – Marketing Communications News
The New York Botanical Garden (NYBG) today unveils the first major update to its brand in more than a decade in partnership with the global brand consulting firm. Wolf Olins.
A refreshed brand strategy, visual and verbal identity sets the stage for a new chapter for NYBG, celebrating the close alignment between the physical, local experience of visiting the Bronx-based Botanical Garden and the global presence of the organization behind it.
Do what is inherently right
Known to many New Yorkers as a local treasure worth visiting, NYBG is a globally significant 132-year-old institution rooted in science, research and education. With a strategic focus on deepening connections with the local community as well as expanding environmental work around the world, NYBG partnered with Wolff Olins to develop the brand to reflect this vision while honoring its rich history.
Inspired by a deep sense of place and the work of the organization, the agency created a unique brand idea: “Do what is right by nature.” This refers to the study of nature; Protect it, learn from it and enjoy it. A call to action, highlighting NYBG’s pioneering work and recognizing the active role of nature itself.
The bold symbolism of NYBG
The brand’s new tone of voice reflects the style and style of New York and the Bronx. Designed around an optimistic, empathetic and intentional brand personality, it is designed to help NYBG share its infectious enthusiasm for the natural world, make everyone feel welcome and lead with experience.
The new hand-drawn logo refocuses on the shorter, bolder NYBG acronym. To unite the spirit of New York City and the natural beauty of the park, the typography nods to the hand-drawn shapes found in nature while also evoking a confidence that speaks to the organization’s impact.
Immersive design system
The updated design system includes a complex palette of colors inspired by the breadth of plants, trees, fungi, mosses and even the Bronx River that runs through the park, as well as the bold vibrancy of iconic New York institutions. The system is designed to be combined in countless ways throughout the year, with the flexibility and tools that allow for the creation of beautiful contrasts from even the most unexpected pairings.
A photographic style was also created based on the idea of seeing from the perspective of nature. The shots range from the more intimate to the more immersive capturing the different themes of plants, people and places that tell the story of NYBG.
To complete the system, Wolff Olins created a graphic language based on the forms of the garden itself from an overhead perspective – unique organic forms that can be cut, drawn or layered over a grid. The grid is inspired by the glass panels of the famous Enid A. Haupt Conservatory.
The new brand will be launched to the public at the New York Botanical Garden NYBG Preview: Next Year It happened today, Tuesday, January 30th. This will be followed by full dissemination of the brand across all communication channels and materials.
“All of us here at Wolff Olins are honored to work with a brand as iconic as The New York Botanical Garden. We wanted to capture what people already know about this beloved institution—that it is a place of great natural beauty—but also a place of science, research, horticultural advancement, conservation, education, advocacy, art, and outreach.” The surrounding Bronx community.These qualities are what make NYBG so special, rich and different, and what truly shines in the updated brand, ready to meet and welcome today’s visitors. Jane Boynton, Senior Creative Director, Wolff Olins
“Wolf Olins has helped the entire team here at NYBG articulate our vision for the future more clearly, and this in turn will allow the organization to more effectively reach a broader and more diverse group of visitors and learners, both on-site and online. The new identity system reinforces NYBG as an active and bold presence.” And a welcome that will connect and inspire, ensuring that current and future generations of gardeners feel connected to nature – because we can’t imagine a life without that feeling. Michael Crowley, Chief Marketing Officer, NYBG
“It has been exciting and humbling to work with such a glorious institution in New York with deep local community roots. The role of parks in our cities has never been more important to our well-being or more ripe for re-evaluation. We have loved working with the NYBG team to create and bring the idea to life.” “Do What’s Naturally Right” across their entire brand, experience touchpoints and communications – it’s a dream brand transformation and we’re all very proud to be part of Wolf Olins. Sarah Ashman, Global CEO, Wolff Olins
“Our new brand identity is a signal to the world that NYBG is fully engaged in the work of addressing the dual crises of climate and biodiversity as we continue to deliver moments of joy, comfort and wonder to visitors and learners across our parks and community garden sites in the Bronx. Our new brand aims to inspire people to take Take action and help nature thrive so humanity can thrive.At NYBG, we believe we can make things better and are excited about our new, optimistic brand to more comprehensively engage the public in our organization’s work across our region and around the world. Jennifer Bernstein, CEO and President, William C. Steere Sr., NYBG
source: Wolf Olins