Plant Heritage unveils fresh new brand in move to widen the appeal of plant conservation

Plant Heritage has launched a fresh new brand, including new visual identity and strapline, to widen the appeal of plant conservation to all.

Plant Heritage is building a community of people to work together to grow, share and save the diversity of the nation’s cultivated plants - the plants that as a nation, we have collected, bred and grown.

The rebranding work was funded by the Heritage Lottery Transition Fund grant to support the Fit For Growth project that has been running at Plant Heritage since 2016. A review of the charity’s membership indicated that the previous look and feel was a bit tired and old fashioned – it was clear that a refresh was needed. Working with Surrey-based creative agency Something Big, the charity set out to create a fresh new brand that is inspiring and accessible.

Throughout the development of the refreshed brand, Plant Heritage consulted with a focus group including National Plant Collection® holders, active members from the charity’s 33 local groups around the UK and Ireland, staff members and trustees. The agency guided the group through a structured process to organise collective thoughts on the charity’s look and feel and tone of voice. The result is that Plant Heritage now has a look that is fresher and more modern and that it hopes will widen its appeal. Many of its printed and digital materials will be updated over the coming months.

In line with the charity’s desire to look more friendly and modern, whilst remaining familiar to our current community, the logo has been refreshed to something softer, simpler and ultimately more appealing and up-to-date. The charity, whose unique mission is to conserve the nation’s cultivated plants (the plants that we have collected, bred and grown) also has a new strapline aiming to encapsulate what it does in a way that is more accessible to all, ‘Conserving the diversity of garden plants’. The darker Plant Heritage green has been replaced with a fresher, brighter and more engaging colour palette and the typeface is now a softer mixed serif font in both upper and lowercase.
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