Wolff Olin’s new branding for the New York Botanical Garden embraces both the organic chaos of nature and the inherent structure of a garden. The garden’s new hand-drawn wordmark was inspired by forms in nature, but it is still solid and gutsy enough to identify the 132-year-old garden in its home base of the Bronx. Working outward, Wolff Olins’ designers also developed an entire bespoke alphabet for the new brand.
A bird’s-eye view of the garden itself led to an organic language of forms—fluid shapes of garden beds and paths—that is used throughout the identity. The new color palette does use green, but the entire color palette is much broader, which avoids tired nature tropes.