New York Botanical Garden
New York Botanical Garden, or NYBG, recently unveiled a new brand identity. It was developed by Wolff Olins and is centered around a new custom typeface: NY Botanical Gothic, or NYBG Gothic, was drawn by Ryan Bugden and also serves for the logo. The NYBG staff writes:
Our refreshed logo is full of organic shapes inspired by natural elements, all of which can be found among NYBG’s collections: flowers, bees, trees, dewdrops, succulents, etc. Our new custom font—NY Botanical Gothic—draws upon notable posters from the environmental movement of the 1960s and ’70s that can be found in our LuEsther T. Mertz Library collection. The Serif forms of the new font pay homage to the more traditional fonts found on historic buildings throughout New York City and across our Garden landscape. Lastly, the new logo evokes the spirit of place of New York City, drawing inspiration from other famous New York icons such as the New York Yankees, The New Yorker, and The New York Times. Our secondary font, GT Super, fits well within the framework of a logo that’s both retrospective and future-facing. Inspired by typefaces from the 1970s and ’80s, it focuses on “the expressive and idiosyncratic nature of calligraphic motions, compelled into stable, typographic shapes”—the perfect combination of flowery and functional.
The typographic palette is completed by Martian Mono by Evil Martians.
Read and see more on the websites of Wolff Olins and Ryan Bugden.
