• by Fern Siegel , September 14, 2023

The New York Botanical Garden is tending to its brand.

Wolff Olins has been tapped to overhaul NYBG's brand strategy, including its logo, color, typography and communications – creating a new voice and personality to showcase what NYGB does with its 250 acres.

The refreshed brand efforts are expected in early 2024.

This is the first time in nearly 10 years the 132-year-old institution, anchored in the Bronx, has revamped its identity.

NYBG’s Chief Marketing Officer Michael Crowley said the push "sets the course for NYBG’s future... and communicates the Garden’s multifaceted offerings across science, horticulture and education."

The focus for Wolff Olins is to underscore what NYBG does, including its effort to protect the planet’s biodiversity and natural resources; garden scientists work on-site in molecular labs and in areas worldwide where biodiversity is most at risk.

NYBG, part of the cultural fabric of New York City, offers specialty gardens and arboretums containing more than one million plants. Its old-growth forest contains American beeches, cherry, birch and white ash trees, some 200 years old.

The organization also has year-round exhibits and tours as well as seasonal events.