Brand Identity For Jardin Botanique De Genève
A botanical garden rebrand that prioritizes science over “pretty plants.”
Base Design developed a new brand identity and naming system for the historic Jardin Botanique de Genève. The project connects the institution’s scientific rigor with its natural beauty, positioning it as a forward-looking leader in biodiversity research and conservation.
Insights
- Base Design’s core move was linking the Jardin Botanique de Genève’s scientific authority (biodiversity research, conservation) with its public-facing natural beauty—so the identity could feel both rigorous and inviting.
- The project wasn’t only a visual refresh: it introduced a structured naming system, using language architecture as a key identity tool to organize a complex institution and make it legible across programs and audiences.
- The design direction balanced “organic” and “scientific” through an elegant, minimalist, modern tone—positioning a historic institution as forward-looking rather than nostalgic.
- Sustainability wasn’t treated as a slogan; it was embedded in the positioning: the garden is framed as an active leader in biodiversity research and conservation, not just a cultural attraction.
