The Arnold Arboretum
of Harvard University

Over 130 years old, the Arnold Arboretum of Harvard University was perceived as insular and mysterious... and that was just one of their major brand challenges. They needed to update their brand to better reflect their very contemporary work and strategy, especially around the research aspect of their mission. On a very practical level, they also needed to create an intuitive, consistent set of brand tools... their existing logo was virtually impossible to use, and did not effectively establish their relationship to Harvard University.

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Through staff, volunteer and board interviews we were able to develop a more transparent and contemporary set of brand messages. Working with a set of existing brand assets (a beloved and historic tree, the shield of Harvard University) we evolved the logo from one that was indistinguishable from a variety of parks-type entities to one that clearly establishes the Arnold Arboretum as a valued part of Harvard.

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We expanded our scope to include the broader look and feel, ultimately creating a straightforward brand identity guide for use by the internal team. We also collaborated closely with that team to extend the visual brand across collateral, a tradeshow display, the annual report and the web site. Since the rollout, the quality and consistency of communications has significantly improved, and visibility has increased across local and national audiences.

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    Identity

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    Tour Guides

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    Membership Brochure

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    Direct Mail

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    Annual Report

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    Annual Report

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    Exhibit Display