Pennsylvania Horticultural Society Brand Identity

The Pennsylvania Horticultural Society is a Philadelphia nonprofit that cares for gardens, parks and vacant lots, runs community gardening programs and stages the city's Flower Show. Ahead of its 200th year, its tree logo felt generic and told only a fraction of what the group does. Smith & Diction's 2026 identity treats the brand like a garden rooted in Penn's city grid, with a growing set of plant symbols that give each program its own mark under one PHS.