Plants. People. Planet.

Written by
Laura Lian Williams
Published on
June 25, 2024

I hope you're having a wonderful start to summer! As we continue to grow together each year, I’m excited to share that my newsletter will now focus on offering you insights through my perspective as a Creative Director.

My goal is to help you identify well-thought-out designs and appreciate the beauty that surrounds us every day. After sharing three key takeaways, I hope we can apply these concepts to our own businesses and brands. I look forward to embarking on this journey with you and exercising our senses!

This month, we're immersing ourselves in color with the rebrand of the Chicago Botanic Garden.

Cultivating a Greener Mission Since 1972

As I wandered through the lush pathways of the Chicago Botanic Garden this week, you'll notice their updated tagline: Plants. People. Planet. throughout the grounds. This reflects their commitment to focusing on these three vital areas within their expansive 385-acre garden. While compiling the data and rich history, their team dedicated over a year to developing this brand for our community. You'll explore how this mission shapes everything we see around us when you stop in.

Functionality that Flourishes

As we scroll through the garden's website, you'll see that each area has its own unique sub-branding—whether it's plant conservation, the school, or agriculture. This custom approach helps visitors like ourselves easily identify the source of events, education, or news, making the experience more organized and enjoyable. Take a closer look at how this branding works in each section online.

Blooming with Color

As I complete my walk through the garden and find myself at the fun gift shop, I take a moment to admire their new logo branded on all their merchandise such as hats, umbrellas, notebooks, shirts etc (too many options if you ask me!).

More importantly, I gazed at the vibrant logo and notice it features six main colors that overlap, creating an additional six colors. The translucent flower petals remind me of sunlight streaming through a kaleidoscope, beautifully capturing the essence of the garden. I can't overlook the modern, geometric typeface—it perfectly completes the overall style when you see this brand identity as a whole.

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