Pentagram partner Natasha Jen has created a new identity for the New York Botanical Gardens for its’ upcoming 125th anniversary. Rather than create something entirely new, the brand has been refined by creating a logo that worked with existing elements. The new look is clean and sophisticated and fits well with one of the oldest botanical gardens in the world. I can appreciate the attention to detail; using the entire name of the institution in the various pieces of collateral is a challenging task. The NYBG/125 should work well for the upcoming anniversary elements.

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