The concept of the rebranding of the Apothecary’s Garden at Moscow State University is based on the synthesis of science and nature, two key components of the Apothecary’s Garden identity. It is based on the desire not only to preserve the historical continuity with Moscow State University, but also to rethink the role of the garden as a modern scientific and educational space. The new visual language combines academic rigor and living organics, forming a holistic and recognizable image.

The inspiration for identity is drawn from the aesthetics of scientific atlases, herbariums, and botanical archives. The graphic elements — diagrams, signatures, coordinate grids and system designations — refer to research practice, emphasizing the scientific basis of the garden’s activities. At the same time, they are interpreted in a modern way, becoming part of a dynamic visual system capable of adapting to different media.

Dotted lines play a special role in the identity. They act as a universal graphic motif that unites the elements of the system and creates a sense of coherence. The dotted line becomes a metaphor for invisible but strong connections— between continents, climates, ecosystems, and scientific disciplines. He visualizes the idea of movement, exchange and dissemination of knowledge, emphasizing that the Apothecary’s Garden is a place where plants from all over the world meet and a global scientific dialogue is formed.

The new logo sign evolves from the existing visual identity, ensuring recognition and continuity. It is based on the image of the historical gate, a symbol of the entrance to a special space, the boundary between the city and nature, everyday life and exploration. The dotted line in the sign performs several functions at once: on the one hand, it interprets the decorative ornament of the gate, maintaining its connection with the historical appearance; on the other, it becomes a symbol of scientific knowledge as a process.

Thus, the new identity forms a multi-layered image of the Apothecary’s garden: as a historical place, a scientific center and a living natural space. And the essence of the brand is becoming the “Garden of Scientific Discoveries.”