Orto Botanico
Founded in 1545 by Cosimo I de’ Medici, Florence’s Orto Botanico—or Giardino dei Semplici—is one of the oldest botanical gardens in the world, home to thousands of plant species, centuries-old trees, and historic research.
The garden’s visual identity needed a refresh—something that energized its visual presence while keeping its legacy intact. My strategy was to simplify the name to Orto Botanico and create a unified, flexible system that could thrive across everything from print materials to social media. I set out to design a logo that’s eye-catching, adaptable, and works at any scale, while still honoring the garden’s centuries of botanical heritage and ongoing scientific work.
NATURE, REMIXED.
The brand’s colors were pulled from the garden’s natural yellows, greens, and blues, then amped up for a modern pop.
THE PROCESS
A LOGO BUILT FROM ITS ROOTS
To honor Orto Botanico’s notable work with trees, the logo draws from the yew—the garden’s oldest living plant. Its rings speak to the garden’s history, reflecting longevity, dedication, and the beauty that comes with time.
SIMPLE THAT STICKS
Over the years, Florence has used so many variations of the garden’s name that even finding it on GPS was a challenge. I pitched simplifying it to Orto Botanico—short, memorable, and instantly inviting.