Founded in 1891, the New York Botanical Garden in the Bronx is one of the oldest and largest botanical gardens in the world. Pentagram’s Natasha Jen and her team have designed a new identity for the institution that has launched to coincide with its 125th anniversary this year. The branding celebrates the heritage of NYBG while also establishing a fresh and contemporary look that positions the Garden for the future. […]
Over the years, the typeface Garamond 3 has been used in the institution’s logotype and has become closely associated with NYBG. The previous logotype, designed by Paula Scher in 2001, reworked the font to give it a quality that suggested the Garden’s heritage. The new identity embraces this beautiful typeface to create an iconic wordmark, built around the acronym, that represents the next logical step in the brand’s evolution. The simple logo adds “/125” in the same typeface and highlights it with a natural green color. When the anniversary year is over, the numbers will be removed and the wordmark will transition into a new institutional identity for NYBG. Akzidenz Grotesk is the secondary typeface.