• Transform magazine
  • March 03, 2024


New York Botanical Garden receives brand refresh to grow enthusiasm for city’s nature

11 NYBG Entrance

In the vibrant borough of the Bronx, The New York Botanical Garden (NYBG) has been a local treasure for 132 years, acting as a centre for science, education and community. As a result of the project, the Garden looks to call on attendees to embrace the exploration and preservation of nature.

Global brand consulting agency Wolff Olins sought to connect visitors to NYBG’s priority to study, enjoy and protect the natural world. Overall, the redesign’s purpose is to shift the brand to its new focal point, ‘Do right by nature’. 

By implementing a new logo that more closely resembles those of other iconic New York symbols like the New York Times and Yankees, the Garden hopes to place the emphasis back on the power of New Yorkers in preserving greenery. 

The redesign also features a new colour palette based on the plants and algae found within the Garden, as well as elements of the city with shades like “Bronx River” blue. 

Micheal Crowley, chief marketing officer at NYBG, says, “The new identity system cements NYBG as an active, bold and welcoming presence that will connect and inspire, ensuring that current and future generations of Garden-goers feel connected to nature - because we can’t imagine a life without that feeling.”


Other features of the new branding include graphic grid elements inspired by the glass planes found on the Garden’s Enid A. Haupt Conservatory. Additionally, the new photography style aims to shoot NYBG from nature’s perspective, capturing plants and people as subjects. 

Jennifer Bernstein, CEO and The William C. Steere Sr. president at NYBG, is excited for the impact the branding can have on New York natives and beyond, saying, “Our new brand is meant to inspire people to take action and to help nature thrive so that humanity can thrive. We believe in our ability to make things better and are excited for our optimistic new brand to engage the public more holistically in our institution’s work across our borough and around the globe.”