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    2017 is the year of the botanical gardens, therefore 24 botanical gardens join forces and present themselves as Botanic Guardians: gatekeepers an… Read More
    2017 is the year of the botanical gardens, therefore 24 botanical gardens join forces and present themselves as Botanic Guardians: gatekeepers and guardians of biodiversity. Hortus Botanic Guardians is the new brand with which the gardens are creating awareness about biodiversity. Numerous species have disappeared in recent decades and are currently threatened with extinction. Plants that are an important part of our ecosystem. As a link in that chain they directly and indirectly affect the quality of life of humans and animals. Hortus will also collaborate with other brands to create sustainable, organic products that help and contribute to the preservation of biodiversity. Read Less
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A logo that acts as an ingredient brand.

The Dutch Association of Botanical Gardens (NVBT) asked us to develop a name, logo and identity for shared activities of the 25 associated gardens. All in the context of the Year of the Botanical Gardens (2017).

The follow-up question was to develop a campaign to raise awareness, first about the importance of biodiversity conservation and second to draw a younger audience to the gardens.

This ambition contained a paradox, since the value of the gardens also lies in their tranquility. Therefore, we reversed the question, from ‘how to take the people to the gardens’ to ‘how to take the gardens to the people’.
We decided to focus on the mission of the botanical gardens: ‘to preserve and protect biodiversity’.

The Hortus Botanic Guardians brand we developed together with Globrands and TheBrandHotel.

We came up with a logo that acts as an ingredient brand. It’s easy to apply and does not compete with the brands to which it is connected.

For the visual identity and campaign, we followed the ‘Guardian’ theme. A colorful and kaleidoscopic style, which reflects the symmetry and vulnerable balance of nature.
By displaying the logo on their products, organizations show that conserving biodiversity is important to them. This way they are able to introduce themselves into the brand environment of people who may never have heard of a Hortus.

The Hortus brand identity has won a European Design Award in 2017, in the category ‘Integrated Identity Applications’.
Client: NVBT
Agency: Total Design, The Brand Hotel