Willowwood Arboretum is a nonprofit organization located in Far Hills, NJ. Willowwood Arboretum consists of 130 acres of rolling farm land, and has about 2,100 kinds of native and exotic plants, many of them are rare.
An initiative to revitalize their identity and modernize it resulted in a brand evolution for Willowwood Arboretum. It is important to refine the logo to create greater visual impact.
When rebranding Willowwood Arboretum was important to visually explore inspiration from the grounds itself. Lining the entrance are rows of willow trees. The lines within the logo depict a wood texture of a willow tree. These organic lines are carried throughout the website and way finding system.