The Botanical Garden of Freiburg (Botanischer Garten Freiburg) is a meeting place between the city and nature where young people, families, artists and cultural enthusiasts meet.
Currently, the visual identity of the JBF presents several problems: coherence, accessibility and communication with the target audience.
The new identity communicates the dynamism of the Garden: it is alive, capable of hosting scientists, exhibitions, schools or even a festival. It also allows the acquisition of new technical knowledge in the field of research.
Having several areas of intervention, the main logo can be declined in several shapes and colors, creating thematic spaces. The main logo evokes the whole of the Botanical Garden of Fribourg: it is a fluorescent green leaf and the name of the place in French and German. The secondary logos are associated with the sectors: greenhouses, outdoor plants and administrative buildings dedicated to research. This categorization allows an explicit and efficient communication.
The declination of the logos creates a dynamic and fun graphic line while preserving a coherence with the visual identity of the JBF. In this way, the target is more easily reached. Also, the latter identifies more quickly the message conveyed.
