Harvard Univsersity along with Francis Cabone commissioned Steven Noble to illustrate a more transparent and contemporary set of brand messages through these set of illustrations. Working with a set of existing brand assets (a beloved and historic tree, the shield of Harvard University) Steven Noble evolved the logo from one that was indistinguishable from a variety of parks-type entities to one that clearly establishes the Arnold Arboretum as a valued part of Harvard.
Over 130 years old, the Arnold Arboretum of Harvard University was perceived as insular and mysterious... and that was just one of their major brand challenges. They needed to update their brand to better reflect their very contemporary work and strategy, especially around the research aspect of their mission. On a very practical level, they also needed to create an intuitive, consistent set of brand tools... their existing logo was virtually impossible to use, and did not effectively establish their relationship to Harvard University.