The storied Buffalo and Erie County Botanical Gardens, renowned for their rich history and cultural significance, have launched a new visual identity created by 19 Ideas. In line with the Gardens’ impending expansion, this rebranding initiative aims to maintain its current identity while positioning it for future growth and development. The rebranding includes a new logo, revised brand language, and updated mission, vision, and positioning statements.
An extensive brand audit was the first step in the rebranding process. Through careful observation and assessment of the brand’s market position, the 19 Ideas team identified opportunities and areas of concern. This in-house brand audit examined social media, websites, marketing materials, internal and external communications, and more. Following the assessment phase, the results were carefully prioritized based on the urgency of each issue. The audit yielded significant insights into the brand’s overall health and audience perceptions, particularly regarding growth prospects and external risks to the brand’s core value proposition. This process of introspection and reset is essential to staying competitive in a constantly shifting consumer market.
Using the audit results as a guide, 19 Ideas collaborated with the Botanical Gardens leadership to develop a new Brand Story. The organization’s beliefs and vision must be reflected in the new language. Along with its lush indoor plants, the team’s top priority was to showcase the cultural institution’s rich and comprehensive experience. This update was significant, as the underlying brand language had not been revised in a long time. The four Ps—people, plants, planet, and pollinators—and the three Ws—wow, wonder, and welcome—summarized the mindset shared by the leadership team. These guiding principles informed and inspired the new brand story.
19 Ideas worked closely with the institution’s board and leadership to create a Brand Story that resonates with target and existing audiences and reflects the Botanical Gardens’ mission and values. The client expressed appreciation for each of the four logo iterations and lockups produced by the design team. The chosen logo features bold custom graphics of two flowers in full bloom, rendered in a sophisticated yet unfinished manner reminiscent of Henri Matisse’s artwork, an artist active during the planning and construction of the Botanical Gardens.
The art world also influences the typeface, faintly recalling exhibition tags beside wall paintings. The main typeface for the logo, New Spirit, features soft serifs that offer a personal touch while balancing the shapes in the logo image. Utilizing the mark’s artistic approach, the new logo comprises original graphics of plants, pollinators, and architectural and landscape elements from the Botanical Gardens.
The updated verbal and visual identity elements represent the Gardens’ historical past, dynamic present, and optimistic future. Vibrant design components infuse the Botanical Gardens with energy and emphasize its status as an essential part of Buffalo’s cultural landscape. A comprehensive set of marketing materials has been developed to consistently reflect the new brand image across all touchpoints, from business cards to the website. This ensures effective market presentation and fosters global confidence and interest among investors and visitors.
This rebranding initiative demonstrates the Botanical Gardens’ dedication to evolving and remaining relevant in a competitive industry. The partnership with 19 Ideas has produced a dynamic, contemporary brand that honors the organization’s history while anticipating future growth and innovation. The redesigned visual identity is expected to strengthen the Botanical Gardens’ standing as a treasured cultural landmark and a popular travel destination for residents and visitors.
