Design Intelligence
DONATELLI Helps Hoyt Arboretum Turn Over a New Leaf
Portland, OR - As it celebrates the 75th anniversary of the first tree planted, Hoyt Arboretum is launching a new organizational identity created by branding consultancy DONATELLI+ASSOCIATES. In addition to introducing a fresh, updated look with a new organizational logo, DONATELLI helped the Arboretum to clarify and build a cohesive brand identity that emphasizes its leadership in conservation, research and education.
Primary Signature- Several variations of the signature were produced to accommodate different media applications, size and color requirements.
"While the Arboretum promises visitors a new experience on every visit, we want their experience of the Hoyt Arboretum brand to be consistent and memorable, whether they encounter it on a welcome sign, the web site, a trail map or in the Visitor Center," says Steve Donatelli, Principal of DONATELLI+ASSOCIATES. "We are very pleased to have had the opportunity to apply our branding approach to the Arboretum."
To develop the new brand strategy, DONATELLI conducted brand equity research, created a new brand architecture and developed a comprehensive brand identity platform. Carmen Hill, Principal of Prosody Creative Communication, worked with DONATELLI to develop new messaging and the new tagline, "a world of trees for all seasons." The updated messaging more clearly communicates the Arboretum's mission to grow and exhibit trees and plants from around the world while educating the community and helping to conserve vitally important plant biodiversity.
"As our new brand identity makes clear, the Arboretum is more than just a great place to enjoy nature," says Cynthia Haruyama, Executive Director of Hoyt Arboretum Friends. "It's a living museum growing diverse plant species that could transform our understanding of the natural world or provide a new miracle cure."
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DONATELLI is a strategic design and creative branding consultancy. We inspire, build and strengthen brand loyalty for emerging and established companies.
For more information, please contact: steve@DONATELLIASSOCIATES.com
Hoyt Arboretum Friends (HAF) is a membership-based, nonprofit organization working in partnership with Portland Parks and Recreation to support the Arboretum.