Dallas Arboretum and Botanical Garden

Brand Identity, Digital Design

Brand identity and website design for one of the top three arboretums in the nation.

Pentagram completed a comprehensive rebranding of the Dallas Arboretum and Botanical Garden in 2013. The new look was unveiled to the public in time for the grand opening of the Arboretum's new Rory Meyers Children's Adventure Garden. The project included a new identity, revamped print collateral and a completely overhauled website. The Dallas Arboretum and Botanical Garden, a sprawling 66-acre natural wonderland on the shores of White Rock Lake, is a much beloved Dallas institution and a hub of activity for the city.

For the new identity the designers created an icon based on a Roman capital letter "D" with a sprig of greenery curling down from its top serif. The color of the letterform is always black, but the leafy element and the website change color with the seasons: orange for the fall, green for spring, red for the Christmas season and blue for summer (blue skies over the blue lake). The words "Dallas Arboretum" are emphasized in the wordmark and "Botanical Garden" is downplayed.

Since its founding, the Arboretum has been committed to education as a part of its mission. The opening of the Rory Meyers Children's Adventure Garden will set the gold standard for children’s outdoor educational facilities. The garden is designed for preschool through middle school children to learn about life and earth science in exciting, interactive displays, based on established state and national standards. The eight-acre laboratory contains 17 outdoor and indoor galleries, each designed around a key science theme. 

DJ Stout
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