TDC Awards
The TDC competition, established in 1953, is the longest running, most prestigious, global typography and type design competition. Now in its 70th year, these awards are all about how letterforms are used and drawn, recognizing typographic excellence and celebrating new typeface designs in all global languages.
Category
Print or Digital / Brand Identity System
Annual ID
TDC70_CD043
Description
The New York Botanical Garden has been a local treasure and global influence since 1891. Over three seasons, we worked to evolve their brand into one more reflective of nature’s vibrancy and of their impact in horticulture, research, education, and culture. Rooting the strategy and identity in the idea of ‘do right by nature,’ we created a system that balances Bronx boldness and organic lushness with the flexibility to feel fresh in every season. The custom typography of their logo and primary typeface evokes a New York confidence while referencing natural forms. It’s designed alongside a bold voice that captures the warmth and expertise of the ‘plant people’ of NYBG. And it’s supported by a system with many other versatile elements, like a color palette inspired by the NYBG landscape, from trees to fungi to the Bronx River, and meant to be combined in endless, unexpected ways year-round.
2024 Awards
Total Points: 20
TDC Winner
Credits
Agency
Wolff Olins
Writer
Rachel Cantrell
Photographer
Brian Kelley
Associate Creative Director
Meg Forsyth
Melissa Chavez
Strategy Director
Ana Camargo
Associate Strategy Director
Grace Paik
Associate Verbal Director
Katherine Pisarro-Grant
Graphic & Type Designer
Ryan Bugden
Junior Motion Designer
Yiting Nan
Senior Creative Director
Jane Boynton
Senior Designer
Catreen Yoon
Jun Hong
Senior Engagement Director
Courtney Hickey
Senior Strategist
Erynn Hughes
Remy Laughlin
Verbal Director
William Rauscher
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