Arnold Arboretum


Established in 1872, the Arnold Arboretum of Harvard University is the oldest arboretum in North America and is a noted leader in horticultural and botanical exploration throughout the world. Our team performed a comprehensive discovery phase, developed the brand strategy, new messaging, and created the visual brand identity for the institution. Paying homage to both their historic discoveries and progressive work, DeFrancis Carbone created a logo that brought together the institution’s beloved, historic tree, and the shield of Harvard University to represent their affiliation and the dynamism and prestige of the institution. We also developed brand assets including branding guidelines, as well as a member’s magazine, a series of brochures and a traveling tradeshow booth.