The New York Botanical Garden (NYBG), one of the most revered scientific and cultural institutions in the United States, has introduced a sweeping rebrand in collaboration with global brand consultancy Wolff Olins. This revitalized identity marks the Garden’s first comprehensive brand overhaul in over a decade, reflecting its broader mission of ecological engagement, community connectivity, and environmental education.
Nestled within the northernmost borough of New York City, NYBG has stood as a beacon of botanical excellence and scholarly research since its inception in 1891. With its 250-acre living museum in the Bronx, the institution continues to flourish as a multidisciplinary hub for plant science, biodiversity conservation, horticultural exploration, and global outreach.
Reimagining a Botanical Icon for the Modern Era
The rebranding of the New York Botanical Garden (NYBG) is not a surface-level transformation but a deeply strategic evolution that mirrors the changing landscape of global environmental thought and urban community engagement. As the world increasingly grapples with ecological uncertainty, biodiversity loss, and climate volatility, NYBG’s new identity serves as a vital recalibration of purpose and communication. More than just visual refinement, this shift reflects an institutional renaissance—where heritage meets heightened responsibility and vision.
Since its establishment in 1891, NYBG has been a paragon of botanical scholarship, plant conservation, and public education. Nestled within the Bronx, New York City’s most verdant borough, the Garden sprawls across 250 acres and operates as a living museum, research institution, cultural space, and civic catalyst. But to remain vital and resonant, even institutions built on enduring legacies must evolve. This brand transformation is a testament to NYBG’s desire to remain not only relevant but inspirational for a broader, increasingly diverse and environmentally conscious audience.
In partnership with global design firm Wolff Olins, NYBG’s reinvention has been driven by a need to communicate with clarity, authenticity, and resonance. The refresh aligns with its broader strategic ambitions: expanding outreach, strengthening its educational impact, and deepening its role as a thought leader in the climate conversation. With a sharpened visual identity and a reinvigorated voice, NYBG now reflects the urgency of the times—while celebrating the enduring magic of the natural world.
The brand’s evolution is tailored especially to reach previously underserved communities and younger generations whose values are rooted in climate responsibility, social equity, and inclusivity. These groups are actively seeking experiences and institutions that reflect their ideals, and NYBG’s new identity invites them into a deeper relationship with nature, science, and civic participation.
Foundational Philosophy: Do Right by Nature
Central to the rebrand is a simple yet potent ethos: “Do right by nature.” This phrase transcends the limitations of traditional mission statements and functions as a unifying call to action. It acts as a philosophical compass that informs every aspect of NYBG’s operations—from scientific research and landscape design to visitor experiences and community programming.
“Do right by nature” evokes a layered understanding of our relationship with the environment. It is not just about preservation; it’s about reciprocity. It suggests a paradigm shift where nature is no longer seen as a passive backdrop but as a collaborator in human flourishing. This ideology challenges conventional notions of conservation by placing equal emphasis on active stewardship, scientific curiosity, and emotional engagement.
Through this lens, NYBG positions itself not only as a destination for leisure or learning but as an arena for civic and ecological participation. Visitors are no longer passive observers but participants in an ongoing ecological dialogue. Whether planting native species, attending climate-focused symposia, or simply taking a moment to contemplate the intricate geometry of a flower, every interaction with the Garden becomes an opportunity to honor and act on behalf of the living world.
The philosophy also has implications beyond the physical boundaries of the Garden. It permeates its digital presence, educational outreach, and public initiatives. “Do right by nature” is both an invitation and a responsibility—an appeal to align personal values with collective action. It encourages every individual, regardless of background, to contribute to a sustainable future through curiosity, care, and conscious effort.
Aesthetic Renewal with Purpose and Depth
The visual and verbal overhaul of NYBG’s brand was approached with meticulous care to ensure alignment with its ethos and ambitions. At the center of the new design is a hand-drawn logotype that distills the Garden’s complex identity into the clean, confident acronym: NYBG. This design choice merges the informal warmth of hand-crafted forms with the institutional gravity of a globally significant research center.
The logotype’s organic contours echo shapes found in nature—leaves, petals, branches—while also speaking to the urban vitality of New York. The typographic style creates a sense of intimacy and approachability without compromising the authority that NYBG holds in the global botanical community. It’s a mark that feels as much at home in a scientific journal as it does on community signage or educational apps.
Complementing the logo is a bold and adaptive color palette inspired by the Garden’s natural elements. Tones are drawn from the wide biodiversity housed within NYBG’s grounds: vibrant greens from the Thain Forest canopy, deep purples from native irises, aquatic blues reflecting the Bronx River, and muted earth tones from the soil and bark that sustain the plant life. The interplay of these hues allows for infinite combinations—symbolizing nature’s own improvisational beauty.
The visual system is also informed by spatial patterns observed from above. Aerial views of the Garden’s topography informed a set of organic shapes and design modules that can be layered over a grid reminiscent of the iconic glass architecture of the Enid A. Haupt Conservatory. This design language is used across platforms—from brochures and signage to digital media and environmental graphics—to create cohesion while maintaining creative flexibility.
Photography within the rebrand shifts the perspective from staged perfection to genuine immersion. The imagery invites viewers to see through nature’s lens—sometimes micro, sometimes panoramic, always visceral. Whether highlighting the dew-laced filaments of a spider’s web or a child’s wonder at discovering a pollinator, the photographic narrative captures NYBG as a place of lived experience and emotional resonance.
Bridging Community, Science, and Sustainability
One of the most significant aspects of NYBG’s identity refresh lies in its deeper outreach strategy. Historically revered as a center of plant science, NYBG now aims to become equally known for its role in public engagement and community advocacy. The Garden’s location in the Bronx is not incidental—it’s integral. With over 1.5 million residents and one of the most diverse populations in the country, the borough offers a unique canvas for outreach, innovation, and cross-cultural exchange.
The brand refresh ensures that NYBG speaks with relevance to the people it serves. This means expanding educational access, partnering with local organizations, and creating events that reflect the lived experiences of Bronx residents. It also means using the Garden’s authority to advocate for green infrastructure, urban reforestation, and climate resilience policies that benefit all New Yorkers.
From its expanded curriculum for K–12 learners to bilingual interpretive signage and community-driven art installations, the rebrand makes clear that NYBG is not just a place to admire the natural world—it’s a place to be transformed by it. Visitors leave not just informed but inspired to act, whether by adopting more sustainable habits, volunteering, or advocating for environmental justice in their own neighborhoods.
In the larger context of global ecological awareness, NYBG is positioning itself as a bridge—between science and the public, between nature and urban life, between tradition and innovation. Its refreshed identity is crafted to resonate not just with those already invested in the environment, but with those just beginning their journey toward ecological consciousness.
The Bronx DNA: A Voice That Resonates With Real People
As part of its ambitious rebranding initiative, the New York Botanical Garden (NYBG) recognized the necessity of developing a voice that was as authentic and layered as the community it serves. Nestled in the heart of the Bronx—arguably one of the most culturally rich and environmentally diverse urban spaces in the United States—NYBG’s surroundings are teeming with vibrancy, resilience, and a fierce sense of identity. Nearly one-quarter of the Bronx is covered in parkland, making it New York City's greenest borough, and a natural partner in shaping a botanical institution’s evolving narrative.
With this context in mind, NYBG collaborated with branding consultancy Wolff Olins to craft a verbal identity that feels indigenous to the borough’s rhythm, yet speaks universally. The objective was to create a language system that resonates with all who encounter the Garden—scientists and scholars, families and children, educators and artists, visitors and volunteers. This new voice would not only articulate NYBG’s commitment to nature and science but also reflect the everyday experiences and emotional landscapes of its diverse audience.
The outcome is a tone that melds clarity with charisma, gravitas with warmth. It communicates expertise without pretension and curiosity without condescension. This dynamic articulation enables NYBG to traverse multiple conversational environments with ease—guiding nature walks, leading environmental discourse, shaping educational materials, and curating public events. Whether printed on a trail map, woven into digital campaigns, or spoken aloud during a botanical workshop, the new tone makes every interaction feel inclusive and intelligent.
Equally important is the emotional nuance this new voice brings. It doesn’t speak at the audience but with them. It listens, reflects, invites, and encourages. It understands that language has power not just to inform but to connect, to inspire action, and to cultivate a sense of belonging. Through this renewed narrative structure, NYBG emerges as both a beacon of scientific excellence and a companion in daily life—a space where knowledge, beauty, and community converge with purpose.
Design That Speaks Nature’s Language
The visual transformation of NYBG’s brand is anchored in a singular but powerful ambition: to reflect nature not only in subject matter but in form, fluidity, and function. The most striking element of this reimagining is the Garden’s new logo—a hand-rendered representation of the acronym “NYBG.” This emblem serves not merely as a visual marker but as an embodiment of the institution’s ethos, presenting an identity that feels alive, crafted, and continually evolving.
Rooted in organic design principles, the new typography captures the imperfect, elegant shapes that exist in nature—mimicking the curving lines of vines, the branching of rivers, or the asymmetrical balance found in leaves and petals. While the typeface feels hand-drawn and human, it maintains the clarity required for digital and physical reproduction across countless mediums. The logo is intentionally tactile and textural, bridging natural authenticity with a polished, contemporary sensibility.
The decision to embrace the abbreviation “NYBG” over the full institution name was a strategic one. It reflects a broader shift in how global institutions brand themselves—leveraging familiarity, accessibility, and impact in condensed forms. “NYBG” is no longer just a shorthand; it is a confident, standalone identity that matches the gravitas of international botanical institutions while remaining approachable for local communities.
Beyond the primary logo, the visual system extends into a spectrum of elements that echo the diversity found within the Garden itself. From pattern motifs derived from aerial views of the grounds to a versatile color palette sourced from actual plant species and habitats within the Garden, each component is rooted in specificity. The blues of the Bronx River, the chartreuse tones of young shoots, the auburn of decaying leaves in autumn—all find their place within the design framework.
This richly textured system allows for fluid expression across platforms—from interpretive signage and printed guides to mobile apps, educational portals, and social media campaigns. At its core, the design is meant to evolve just as the Garden does—seasonally, contextually, and experientially.
Amplifying Identity Through Community-Centered Storytelling
The reinvention of NYBG’s brand is also a powerful declaration of its intent to be not only seen and heard but deeply felt. Central to this mission is the use of storytelling as a connective tissue that links people to place, data to meaning, and curiosity to action. Every aspect of the new identity has been designed to evoke personal and communal narratives—bridging the sensory experience of walking through a rose garden with the intellectual discovery of understanding pollinator dynamics.
This narrative approach transcends traditional marketing. It’s about cultivating emotional landscapes where people feel seen, represented, and called into a relationship with the Garden. Photography plays a key role here, embracing a documentary-style aesthetic that moves beyond posed perfection to capture real, unscripted moments. From a child marveling at a monarch butterfly to an elder teaching others about herbal remedies in a community garden, the imagery underscores the interconnectedness of people and plants.
These visual stories are paired with evocative messaging that speaks to the universal desire for wonder, rest, knowledge, and agency. Phrases like “Let nature teach you,” or “Grow with us,” aren’t just taglines—they are narrative entry points that align with NYBG’s renewed focus on inclusivity and participatory engagement.
Importantly, this storytelling model also embraces cultural specificity. NYBG's location in one of the most linguistically and ethnically diverse counties in the nation means that its messaging strategy is not one-size-fits-all. The new brand reflects this richness through multilingual content, hyperlocal community events, and outreach strategies that prioritize listening before messaging. By letting the Bronx speak for itself, NYBG becomes a platform for co-creation rather than a top-down institution.
Cultivating Relevance in a Rapidly Changing World
In an era defined by environmental urgency, the role of botanical gardens has expanded dramatically. They are no longer viewed solely as ornamental spaces or educational enclaves but as critical nodes in the global network of climate adaptation, urban resilience, and biodiversity conservation. The new brand identity positions NYBG at the center of this transformation, embracing its role as a changemaker, a convener, and a sanctuary.
The institution’s refreshed presence allows it to more effectively communicate its cutting-edge scientific research, climate advocacy, and educational initiatives. Through intuitive design, empathetic language, and emotionally resonant storytelling, NYBG now stands as an institution of the present—and more importantly, the future.
Whether educating children about regenerative agriculture, supporting research on rare and endangered species, or hosting community forums on green infrastructure, NYBG’s new identity ensures that these efforts are seen, understood, and valued. The brand speaks with intention, reflects with honesty, and acts with purpose.
More than a facelift, this transformation is a philosophical realignment. It affirms NYBG’s commitment to nature not just as a subject of admiration but as a collaborator in shaping a sustainable, inclusive, and enriched future. It tells a story that belongs to everyone, whether they're walking the forested paths of the Garden, joining a virtual workshop, or planting their first seeds in a community plot.
NYBG’s new identity is both a mirror and a lighthouse. It reflects the strength and beauty of the community it serves and illuminates a path forward in an age that desperately needs green spaces—not only to breathe but to believe.
A Color Story Drawn from Living Collections
The revitalized brand identity of the New York Botanical Garden (NYBG) is deeply intertwined with the living, breathing vibrancy of its ecosystem. Nowhere is this more apparent than in its dynamic and expressive color system. Rooted directly in the Garden’s rich biodiversity, this new chromatic palette was developed not as an arbitrary design choice but as a strategic storytelling tool—one that visually embodies the complexity, beauty, and vitality of nature itself.
This color language is far more than decorative; it is alive, layered, and responsive. It draws its essence from the intricate shades and tones that define NYBG's landscape throughout the seasons. From the subtle olive tones of shaded mosses carpeting the forest floor to the shimmering silvers of aquatic plants gliding beneath the Bronx River’s surface, every color has a story, a source, and a reason. The warm auburns of fall foliage, the blushing pinks of blossoming azaleas, and the moody indigos of twilight skies are all captured in this vast, expressive palette.
What makes the system particularly remarkable is its flexibility. Designed to allow unexpected and often daring pairings, the palette encourages contrast and harmony in equal measure. This approach reflects the biodiverse environment of NYBG itself, where seemingly incongruent elements—like a delicate fern and a towering oak—coexist and enhance each other. The result is a visual language that feels organic but purposeful, intuitive yet intentional.
These color combinations are not static—they morph in tone and arrangement depending on the medium and message. Whether being applied to signage across garden paths, digital interfaces, or large-format event branding, the palette maintains cohesion while allowing adaptability. Designers can emphasize seasonal narratives or spotlight specific exhibits using this living color system, ensuring that every brand application feels contextually aligned with the Garden’s current rhythms.
Beyond their visual appeal, these tones also carry emotional resonance. Earthy browns ground the viewer, while saturated botanical greens evoke freshness and growth. Cool, watery blues invite introspection, and vivid florals spark curiosity and joy. This psychological layering turns color into a medium of communication, not just aesthetics. Visitors and digital audiences alike will unconsciously absorb messages of renewal, equilibrium, and exploration—all through hue and harmony.
Nature’s Geometry: A Visual System Rooted in Topography
Parallel to the color story is an equally rich design system grounded in spatial awareness and geographic fidelity. Inspired by aerial perspectives of NYBG’s expansive terrain, the branding team developed a series of design motifs and forms drawn directly from the landscape’s organic contours. These elements function as visual metaphors, linking abstract branding elements to real-world botanical phenomena.
The aerial inspiration offers a birds-eye view of NYBG’s internal structure: curving pathways, circular clearings, meandering streams, and symphonic plant arrangements. These were translated into a modular design language—comprised of abstracted forms, silhouettes, and linework—that can be arranged and reinterpreted across formats. This system brings a rootedness to the brand visuals, reminding the audience that all design is born from the living matrix of the Garden itself.
What’s notable is the balance between organic fluidity and structured design. The natural shapes are layered atop a subtle yet consistent grid, derived from one of NYBG’s most cherished architectural marvels—the Enid A. Haupt Conservatory. The iconic glass panes and metal frames of the Conservatory’s domes and walkways served as a reference point for the underlying grid structure. This union of architecture and landscape creates a hybrid design system that is both adaptable and grounded, able to carry a wide array of visual messages while staying unmistakably NYBG.
The spatial toolkit includes curved frames, intersecting patterns, and forms that mimic natural patterns like seed pods, canopy clusters, and rippling water. These shapes can be used independently or combined to create compositions that feel simultaneously natural and designed. They echo the intentionality found in the Garden’s landscape design—a balance between cultivation and wildness.
By rooting design elements in real spatial characteristics, NYBG’s new visual language achieves a rare feat in branding: authenticity without rigidity. The brand does not simply imitate nature—it is shaped by it. Every banner, publication, exhibit, and digital page carries a sense of place, reminding audiences that NYBG is not just a logo or institution but a living entity with roots in one of the world’s most vibrant urban ecosystems.
Translating Ecology into Brand Communication
The challenge of turning a living environment into a communicative brand is immense, yet NYBG’s new identity navigates this challenge with elegance and innovation. The translation of ecological variety into color and form makes the brand a narrative tool—one that educates, invites, and reflects the living world.
The color palette and spatial system serve as much more than ornamental backdrops. They act as frameworks for storytelling, allowing the Garden’s programs, exhibitions, and educational initiatives to be contextualized through visuals. For example, a climate-focused campaign might lean into cooler tones and geometric motifs inspired by leaf veins or root structures, while a spring event could explode in saturated florals and fluid, unbounded forms.
This environmental storytelling enables NYBG to remain visually and thematically consistent across a broad spectrum of outputs while maintaining enough variety to keep audiences engaged. Each piece of collateral—whether an event poster, a school curriculum booklet, or a social media tile—feels unmistakably connected to the Garden’s overarching vision.
Furthermore, the design language allows for better accessibility and equity in communication. High contrast pairings and clear visual hierarchy ensure readability, while thoughtful use of shape and negative space helps non-verbal users or visually impaired audiences navigate content more intuitively. As the Garden expands its presence both physically and digitally, this inclusive design approach ensures that no visitor—onsite or online—is left out of the experience.
By incorporating ecological patterns and botanical references into every layer of communication, NYBG not only represents nature—it translates it. It offers audiences a new way to see, think, and feel about the environment, inviting them to perceive design not as an artificial construct but as an extension of the natural world.
A Living Identity for a Living Institution
Ultimately, what distinguishes NYBG’s updated branding is its acknowledgment of change—not as a problem to be solved, but as a fundamental principle of life itself. Seasons shift, ecosystems evolve, and so too must the institutions that study and celebrate them. The visual and verbal identity developed here is not a fixed template but a dynamic system designed to grow alongside the Garden’s mission and audience.
This adaptability is crucial in a world increasingly shaped by ecological uncertainty. As conversations around biodiversity, climate resilience, and urban sustainability become more urgent, NYBG must be able to pivot its messaging, spotlight emerging issues, and connect with increasingly diverse publics. Its brand identity, therefore, becomes an operational tool as much as an aesthetic one.
The interplay of color, form, and structure across the branding system reveals an institution that understands its context deeply. It sees beauty in complexity, meaning in nuance, and opportunity in diversity. And above all, it recognizes that the Garden is not a static monument but a living classroom, a sanctuary, and a catalyst for action.
Immersive Storytelling Through Nature’s Perspective
Photography has always played a pivotal role in expressing the essence of the New York Botanical Garden (NYBG), but with the recent brand transformation, its role has expanded into something more evocative—something that does more than illustrate. The new visual storytelling approach is designed to portray the world as nature might see it, blending intimate detail with sweeping environmental panoramas. This perspective offers audiences a layered, almost tactile experience of the Garden's presence, anchoring it as a multidimensional space where science and beauty coexist.
The approach embraces complexity. Imagery now captures everything from the delicate unfurling of a fiddlehead fern to the kinetic joy of a child sprinting down a garden path. It’s about narrative texture—showing not only what NYBG is, but what it feels like to be there. It is observational yet emotional, scientific yet poetic. This balance helps communicate the dual identity of NYBG as both a research institution and a public sanctuary.
Gone are the days of sterile, overly composed visuals. In their place is a rich, organic style of photography that revels in imperfections—sunlight filtering unevenly through leaves, soil-smeared hands tending a raised bed, or wind-shifted petals caught mid-motion. These naturalistic portrayals highlight the unpredictability and wonder of the living world, emphasizing authenticity over composition.
People, too, are central to this storytelling. They are not passive subjects but active participants—planting seeds, guiding tours, reading under tree canopies, or engaging in public programming. The presence of human figures fosters relatability and connection, portraying NYBG not as an abstract ideal of nature, but as a place where daily lives intersect with the botanical realm. This visual ethos cultivates emotional resonance, drawing viewers into scenes they can imagine themselves inhabiting.
The strength of this photographic approach lies in its ability to make the Garden feel personal. It bridges the gap between visitor and landscape, reminding the audience that NYBG is not just a place to visit—it’s a space to experience, contribute to, and remember.
Narrative Inclusivity and Visual Equity
This new visual identity is not only about aesthetics but accessibility. With its refreshed photographic style, NYBG has prioritized inclusivity—not just in who is represented, but in how they are seen. There is a deliberate emphasis on showing diversity in age, ethnicity, ability, and identity. This is not performative; it is principle-driven. The Garden’s visual language now reflects the true makeup of its community—particularly the vibrancy of the Bronx, which is one of the most culturally and linguistically diverse areas in the United States.
In tandem with this inclusive approach is a shift toward visual equity. The use of lighting, perspective, and composition has been adjusted to avoid over-idealized portrayals of people and place. Scenes are candid, grounded, and honest. The aim is to present NYBG as a public space that is open, inclusive, and inherently human. Whether it’s a botanist working in a research lab or a family enjoying a summer concert on the lawn, each image speaks to the many ways people engage with the Garden’s mission.
From a design perspective, this inclusive imagery pairs seamlessly with the wider brand language—interacting with the organic shapes, adaptive color palette, and modular graphic forms to tell stories that are both deeply local and globally resonant. Together, they form a mosaic of lived experience within a botanical setting, enhancing the perception of NYBG as both a scientific leader and a community cornerstone.
The photographic storytelling also considers various platforms and audiences. Portraits and event images work across print and web, but special attention is given to mobile-optimized visuals for social media and digital engagement. The goal is to extend NYBG’s reach beyond its gates, making its values and vibrancy palpable through every pixel and print.
Expanding Reach and Deepening Impact
At the core of NYBG’s transformation is a deep desire to become more accessible—both in message and in experience. Michael Crowley, Chief Marketing Officer at NYBG, emphasized that this brand evolution provides the Garden with a stronger, more agile identity capable of resonating across diverse populations. The shift is not just cosmetic; it’s an institutional acknowledgment of the importance of clarity, openness, and community integration.
The Bronx, home to more than 1.5 million residents, is not just the Garden’s geographic setting—it is its narrative framework. Often overlooked in broader conversations about urban green infrastructure, the Bronx is in fact New York City’s greenest borough. NYBG’s new identity capitalizes on this overlooked reality, elevating the Bronx as a symbol of ecological richness, cultural diversity, and grassroots activism.
This localized focus enables NYBG to communicate with audiences who may have previously seen the institution as distant or academic. Now, it speaks with a voice that is neighborly, engaging, and responsive. By grounding its branding in community context, NYBG is transforming perceptions—positioning itself not just as a horticultural haven but as an active participant in urban environmental life.
Public programs, educational outreach, and digital initiatives are now designed to align with this broadened identity. Whether it’s through free community days, neighborhood partnerships, or online resources for urban gardeners, every initiative echoes the same core message: NYBG is for everyone.
This inclusivity is also strategic. It supports NYBG’s long-term goals around environmental literacy, civic engagement, and ecological stewardship. By reaching new audiences and deepening its relationship with existing ones, the Garden ensures its relevance for generations to come.
Urban Gardens as Cultural Catalysts
Sarah Ashman, Global CEO of Wolff Olins, remarked that this brand transformation goes beyond visual appeal—it reflects a cultural necessity. As cities grow denser, louder, and more technologically saturated, green spaces are no longer optional luxuries; they are essential for public health, biodiversity preservation, and emotional well-being. NYBG's new identity underscores its commitment to these emerging imperatives.
Urban botanical gardens like NYBG are uniquely positioned to lead the charge in shaping environmentally conscious cities. They blend scientific research with public accessibility, creating sanctuaries where innovation and tranquility meet. The Garden is no longer just a place to observe plants—it’s a platform for environmental leadership, education, and transformation.
This new branding amplifies that role. It enables NYBG to communicate its core functions—scientific inquiry, conservation work, cultural programming, and education—in a way that feels cohesive and compelling. It gives the institution the tools to speak not only as a local institution but as a global influencer in the dialogue around sustainability and urban ecology.
The visual and verbal identity reinforce the idea that NYBG is not isolated from the city—it is an integral part of it. It is both a lung for the metropolis and a living archive for future generations. Its transformation reminds us that nature in the city is not just possible—it’s essential.
With climate change, biodiversity loss, and social inequity dominating public discourse, institutions like NYBG serve as beacons of integrated solutions. Their ability to educate, inspire, and mobilize must be matched by how they present themselves to the world. In that sense, this rebrand is not just a communications upgrade—it is a statement of values and vision.
A Purpose-Driven Future: Nature as the Anchor of Human Flourishing
Jennifer Bernstein, President and CEO of NYBG, framed the brand refresh as a bold declaration of intent. As global ecological crises grow more urgent, the Garden seeks not just to observe and catalog nature but to actively shape solutions through research, outreach, and education.
She emphasized that the new identity is designed to galvanize collective action, encouraging every visitor—whether a casual stroller or a serious scholar—to join NYBG in fostering a more sustainable planet.
This future-oriented vision ensures that NYBG continues to inspire wonder while advancing meaningful change. The brand is not an end in itself, but a vehicle for mobilization, education, and transformation.
Final Thoughts
The transformation of the New York Botanical Garden’s brand is far more than a visual update—it’s a profound realignment of purpose, voice, and vision. In an era where institutions must be not only relevant but also resilient and responsive, NYBG’s bold reimagining positions it as a leader in the intersection of science, culture, and environmental advocacy. This new identity is a call to reawaken our collective relationship with nature, offering not just an escape from the urban grind but a deep and meaningful reconnection with the living world.
For over 130 years, NYBG has quietly played a monumental role in advancing botanical knowledge, preserving biodiversity, and engaging communities in the joys and responsibilities of environmental stewardship. Through this refreshed brand, it now amplifies its voice with greater clarity, inviting everyone—locals, tourists, scientists, educators, artists, and children alike—to experience nature as an active participant. The guiding idea, "Do right by nature," is not simply a slogan but a guiding ethos that underpins everything NYBG strives to be: a sanctuary, a laboratory, a classroom, a stage, and a movement.
The fusion of the Bronx’s vibrant identity with NYBG’s natural beauty adds another layer of authenticity and urgency. In the midst of a rapidly urbanizing and warming world, spaces like NYBG are no longer luxuries—they are essential. They serve as lungs for the city, classrooms for future generations, archives of endangered species, and havens for community healing and joy. This brand overhaul doesn’t just modernize how the Garden looks; it evolves how it communicates, includes, and leads.
As NYBG steps into this new era, its refreshed identity serves as both mirror and window—reflecting its storied past while opening a clear view to its future ambitions. It dares to believe in a world where humans live in harmony with nature, and it invites us all to share in that vision. This is not simply a rebranding; it’s a renaissance. It’s a declaration that in order to protect the planet, we must first fall in love with it again—one leaf, one flower, one shared experience at a time.
