The American Horticultural Society unveils brand refresh

The American Horticultural Society (AHS) — considered one of the most respected member-based national gardening and horticultural nonprofit organizations in North America since its founding in 1922 — is updating its brand identity.

The AHS’s 25-year-old logo has been replaced with a contemporary, vibrant, dynamic new logo that exemplifies the excitement, energy and momentum of gardening and horticulture today. It also reflects the evolution of the organization as it meets the needs and challenges of the 21^st century.

“Our new logo shows that gardening itself has changed. Like every discipline in science, horticulture evolves,” says the AHS President and CEO Suzanne Laporte. “Horticulturists move forward and make progress. So too, does the 100-year-old American Horticultural Society.”

To recognize that the world, culture and industry are all changing, the AHS also refreshed its mission, vision, values and DEI statement to emphasize its dedication to inspiring, connecting and welcoming all to the gardening community. For the first time, the Society also outlined four pillars to define its work and impact. In addition, the AHS reinstated its unwavering commitment to preserve River Farm as the historic headquarters of the AHS and a cornerstone of the community.  

In the coming months, the AHS will also be introducing new programs, travel adventures, collaborations, user-friend technologies, an updated website and more. To learn more and to join, visit ahsgardening.org or call 703-768-5700 ext. 114.

MISSION: To inspire a culture of gardening and horticultural practices that creates and sustains healthy, beautiful communities and a livable planet.

VISION: Where all Americans garden to ensure a thriving and beautiful world for current and future generations.

VALUES:

1. Respect: We treat one another with courtesy and respect to build the trust of our members, supporters, neighbors, employees, partners and colleagues.
2. Integrity: We act with the highest ethical standards, demonstrating honesty, transparency and intellectual integrity in all our actions and information.
3. Best Practice: We embrace proven traditional practices and promote innovation in horticulture and gardening to improve lives and address the needs and challenges of a healthy and livable planet.
4. Lifelong Learning: We provide educational opportunities to meet our members on their gardening journey and to further their personal growth. We celebrate outstanding achievements that inspire continual learning.
5. Environmental Stewardship: We support, share, and encourage horticultural practices that promote the Earth’s ability to sustain itself and all its inhabitants.

COMMITMENT TO RIVER FARM: We maintain a deep commitment to preserving River Farm as the headquarters of AHS and enhancing the beauty of the historic property, open to the public in perpetuity. We strive to create a space at River Farm where people can connect with nature and where we live the AHS mission every day.

DEI STATEMENT: We embrace and celebrate the diversity of the beauty, food, culture and sustainable practices of the gardens of all Americans. We strive to make our organization and the field of horticulture welcoming to all.

AHS PILLARS: Beauty. Health. Community. Environmental Stewardship.