The Edit: five projects including Wolff Olins’ hand-drawn look for the New York Botanical Garden

Each and every day, we’re lucky to discover dozens of interesting and inspiring projects from around the world. From global identities and campaigns to side projects and independently published books, The Edit is home to five of them; every two weeks. The New York Botanical Garden (NYBG) has launched a significant brand refresh, its first in over 10 years, in partnership with global brand consultancy Wolff Olins. The revamped brand strategy, along with a fresh visual and verbal identity, captures the charm of the Bronx garden with its international stature. At the heart of the rebrand is the concept ‘Do right by nature,’ which underscores NYBG’s dedication to understanding, safeguarding, and appreciating the natural world. The new brand voice captures the upbeat and empathetic spirit of New York and the Bronx, aiming to spread NYBG’s passion for nature and make all visitors feel at home. A standout feature of the rebrand is the custom hand-drawn logo and typeface, ‘NY Botanical Gothic,’ which perfectly balances the organic beauty of nature with the bold character of the Bronx. Jane Boynton, Senior Creative Director at Wolff Olins, explains, “We meticulously handcrafted forms that evoke nature, from the ‘succulent’ serifs to leaf-like counters.” This expressive display typeface is paired with GT Super, a versatile yet formal workhorse font family.