The New York Botanical Garden (NYBG), one of New York’s most iconic scientific destinations, has recently revealed a major brand refresh. Let’s explore the strategic vision behind the rebrand highlighting the central idea of ‘Do Right by Nature’ and the elements that make up the refreshed brand identity.
‘Do Right by Nature’
In collaboration with global brand consultancy Wolff Olins, NYBG developed the central idea of ‘Do Right by Nature’ to encapsulate the mission and purpose of NYBG. This idea emphasizes the study, protection, learning, and enjoyment of nature, serving as a call to action for individuals to engage with and appreciate the natural world. NYBG’s dedication to environmental action and its important contributions to research, education, and community engagement are evident in this statement.
A Fresh Voice and Design Language
Wolff Olins crafted a new tone of voice for NYBG, drawing inspiration from the vibrant and diverse spirit of New York City and the Bronx. The brand personality encompasses optimism, empathy, and expertise, allowing NYBG to share its enthusiasm for nature while creating a welcoming atmosphere for all visitors. The hand-drawn logo focuses on the shorter, bolder NYBG abbreviation, blending the essence of the city with the beauty of the Garden.
More Than Just Beautiful Gardens
The New York Botanical Garden (NYBG) is known for its contribution towards positive change. To reflect this idea visually, Wolff Olins designed a dynamic system that includes a wide range of colors inspired by plants, trees, fungi, and the Bronx River. This color palette can be combined with flexible tools to create visually striking contrasts. The design system is a reflection of the NYBG’s multifaceted nature. The photography style used to represent NYBG showcases a variety of subjects, capturing the historical story of NYBG from intimate to immersive perspectives. The photos that capture close-up details and wider scenes bring the gardens to life. Additionally, a unique graphic language, inspired by the shapes of the gardens themselves, adds a playful touch to the design system.
Connecting with Diverse Audiences
With a renewed sense of purpose and an engaging visual language, NYBG is poised to connect with broader and more diverse audiences. This evolution positions the institution as a leader in environmental and social change, inviting everyone to explore, learn, and act on behalf of our shared planet.
“Our new brand identity is a signal to the world that NYBG is fully engaged in working to address the dual climate and biodiversity crises,” says NYBG CEO Jennifer Bernstein. “This refresh will inspire people to take action and help nature thrive.”
Key Takeaways
- NYBG is a place that does right by nature, combining nature and science, beauty and learning, fun and action.
- NYBG refreshed its brand identity with Wolff Olins to reflect its vision, values, and impact, and to honor its rich history and legacy.
- The new identity is based on the idea of ‘Do right by nature’, which guides everything that NYBG does and inspires people to take action for nature.
- The new identity expresses ‘Do right by nature’ in every aspect, from the logo to the typography, from the colors to the graphics, from the photography to the tone of voice.
- The new identity can be seen across NYBG’s physical and digital touchpoints, from the signage to the website, from the merchandise to the social media.
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