Overview
This project investigates the redesign and development of an
improved branding for the Cleveland Botanical Garden.
Brand Category
This study is of a rebranding of a botanical garden that connects people to the world of plants. The category in which the organization falls (Civic and Public sector) contributes to narrowing the focus of the rebranding direction.
The project's goal is not to develop a wholly new brand but rather to cultivate clarity and logic to refine the brand and, in the process, create a logo that feels natural to the organization. Considering the purpose of
the space, the rebranding concept aims to achieve and express what the garden offers with a fresh and contemporary logo/mark.
The design approach should express minimal and responsive visuals to provide consistency and reflect the organization's details. The logo needs to be brought back to life in a context recognizable to the target audience.
Objectives
Ideation
The modernized logo includes typography and a logomark that evokes openness and connection. The symbol gains prominence in the new graphic treatment and focuses on simplicity and adaptability to any environment or channel.
In addition, developing an element to bring the brand to life, starting with a new graphic element: flowers.
Botanical gardens project a story for every season and every moment of the day, from sunrise to sunset, representing life. This element will define the new brand more recognizably and will give it a sense of movement and thus link the brand directly to the brand story.
