Chicago Botanic Garden Identity System

Concept. An identity system that reflects the Chicago Botanic Garden's mission and current goals to its visitors and contributing members. Inspired by themes of growth from the plants and the Garden’s "Keep Growing" 10-year plan. The logo imitates the growth of plants. For the posters, business cards, and other stationery the text acts as a vine weaving through the image. 

 

 

Research

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Research

Chicago Botanic Garden launched a 10-year plan appropriately titled "Keep Growing". The plan details the Garden's commitment to grow and mature as a leader in botanic research, education, and collection. 

 

New Brand Identity

 Chicago Botanic Garden Identity System Color Palette 

Chicago Botanic Garden Identity System Color Palette 

 Typeface Choices

Typeface Choices

Color

Green is the color of earth and nature, it is also a color associated with advancement and growth.

 

Typefaces

Bodoni was chosen as the primary typeface. Its variation in stroke weight resembles a thin-to-thick pattern that is seen in plants and trees. Frutiger compliments the elegance of Bodoni with its clean lines and soft curves. It serves a dual purpose for being an easily legible typeface at a small point size.

 

logotype

CBGlogo copy.jpg
 
CBG logo.jpg

Logo

The logotype stems from one single point and branches out. The letterforms create a custom plant structure reading CBG.

 
 
 CBG Logo Animation Frames

CBG Logo Animation Frames

Logo Animation

The logo animation reinforces the themes of growth. Here the logotype acts as a plant growing outwards from the perspective above soil level.

 

 
 
 

Stationery

 Business Card design

Business Card design

CBG Stationery.jpg

Business Cards

CBG has three main sectors of employment: research, garden, and education. A keyword from CBG's mission statement was allocated to each sector and paired with an appropriate image to create a custom business card that reflects the values within each department. The keyword weaves through the image.

 
 CBG Security Envelope

CBG Security Envelope

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Security Envelope

A customized security envelope for mailing sensitive information to members and employees. The texture in the interior of the envelope was created using the logotype. When opened, the texture becomes a pleasant bed of foliage. 

Texture

The texture inspired by the foliage pattern leaves and vines create. 

 CBG Stationery Collection

CBG Stationery Collection

Stationery

The letterhead, security envelope, and personalized business card cultivate themes of growth that are reflected through out the garden.

 

Collateral

 Garden Talks Series Poster

Garden Talks Series Poster

 Summer Evenings Poster

Summer Evenings Poster

 Summer mailer

Summer mailer

 Street Advertizing

Street Advertizing

 

App Design

 Garden Guide app welcome screen

Garden Guide app welcome screen

Garden Guide App

An updated version of the current app allows users to purchase tickets to upcoming events and exclusive exhibitions.

 Garden Guide app ticket page

Garden Guide app ticket page