Chicago Botanic Garden Launches Refreshed Branding

New Logo and Tagline Unifies and Elevates Breadth of Work


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New Logo and Tagline Unifies and Elevates Breadth of Work
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Release Date: Thursday, March 14, 2024

Starting today, the Chicago Botanic Garden is launching a new logo and tagline that captures how the organization has evolved and conveys all aspects of its work. The refreshed branding unifies the Garden’s main campus, science, learning, and urban agriculture programs, while allowing each program to stand out on its own.   

The Garden has come a long way since opening in 1972 with one small display garden. In addition to being a place for horticulture and beauty, the living museum leads pioneering plant conservation research, offers lifelong learning opportunities, and builds healthier communities through urban agriculture. Each of the Garden’s signature programs, including Negaunee Institute, Regenstein School, and Windy City Harvest, is now tied to the updated, unified look.  

“We have grown so much, in so many ways over the last five decades,” said Jean Franczyk, the Garden’s president and CEO. “The refreshed branding recognizes that growth and provides a new way of seeing the Garden by elevating the full breadth of its work.”  

The new logo and tagline are infused with meaning. The logo is an abstract depiction of a flower, originally inspired by the center of a coneflower (Echinacea). The vibrant colors, reflecting hues found throughout the Garden, represent key programs and concepts. With three powerful words—Plants. People. Planet.—the tagline ties together plants, people, and planet, which are at the center of everything the Garden does.  The refreshed branding was developed in partnership with The Scratch Collective, a women owned company based in the Chicagoland area with deep experience in the nonprofit space who have worked with several of Chicago’s iconic cultural institutions.  

The Garden will celebrate the refreshed branding during their March free admission days for Illinois residents occurring the first week of spring with giveaways, live music, and more. Starting on Tuesday, March 19, through Friday, March 22, visitors to the Garden will have the opportunity to see the refreshed branding and learn more about the signature programs, including Negaunee Institute, Regenstein School, and Windy City Harvest.  

  • Tuesday, March 19: Starting at 8 a.m. for members and 10 a.m. for the public, experience live music on the Welcome Plaza, along with offers and activities at the Garden Shop and Garden View Café. The first 100 celebrants will receive a Garden branded yard sign. 
  • Wednesday, March 20: Starting at 10 a.m., participate in Negaunee Institute Science Chats at the Rice Plant Conservation Science Center. The first 100 celebrants will receive a Negaunee Institute branded echinacea seed kit. 
  • Thursday, March 21: Starting at 10 a.m., drop in to a cooking, sound meditation, or art class at the Regenstein Learning Campus. The first 100 celebrants will receive a Regenstein School bamboo spatula. 
  • Friday, March 22: Starting at 10 a.m., stop by the Windy City Harvest farmstand in the Regenstein Center to purchase locally grown spinach and meet program participants. The first 100 celebrants will receive a Windy City Harvest canvas tote bag.  

To learn more and view the new logo and tagline, visit  

An image gallery is available for media download here: 

About Chicago Botanic Garden 

The Chicago Botanic Garden is a world-renowned living museum and so much more. Its roots grow throughout greater Chicago and beyond, inspiring all people to connect with plants. The Garden helps build healthier communities through urban agriculture, offers lifelong learning opportunities, leads pioneering plant conservation research, and showcases the beauty of horticulture. The Garden is a nonprofit organization run as a public/private partnership with the Forest Preserves of Cook County.