The New York Botanical Garden (NYBG) has appointed global branding consultancy Wolff Olins to overhaul its brand ahead of a new era for the institution.
This is the first time in nearly 10 years that the 132-year-old institution has refreshed its identity. The new brand will be designed to more holistically communicate all of the Garden’s disparate offerings, from its world-renowned plant collections to its cutting-edge research programs.
“We are excited to partner with Wolff Olins to create a new brand that reflects the Garden’s unique identity and its commitment to plant science, education, and conservation,” said Michael Crowley, Chief Marketing Officer at NYBG. “The new brand will help us to reach a wider audience and to inspire people to connect with the natural world.”
Wolff Olins is a global branding consultancy with a long history of working with cultural institutions. The firm has created brands for the likes of the British Museum, the Tate Modern, and the Smithsonian Institution.
“We are honored to be working with the New York Botanical Garden on this important project,” said Richard Turley, CEO of Wolff Olins. “The Garden is a vital resource for the city and the world, and we are excited to help them to communicate their story to a new generation of visitors.”
The new NYBG brand is expected to be rolled out in early 2024.
In addition to the brand refresh, the NYBG is also undergoing a number of other changes. In March 2023, the institution announced that Dr. Mauricio Diazgranados would be the new Chief Science Officer and Dean of the International Plant Science Center. Dr. Diazgranados is a plant biologist and ecologist who has held leadership positions at universities and research institutions around the world.
The NYBG is also investing in new research facilities and programs. In 2022, the institution opened the Glasshouse Conservatory, a state-of-the-art facility that houses a collection of rare and endangered plants. The Garden is also planning to build a new Center for Plant Conservation, which will support the research and preservation of plant species.
The NYBG is committed to being a leader in plant science and conservation. The new brand refresh and other initiatives are part of the institution’s plan to reach a wider audience and to inspire people to connect with the natural world.
