South Pleasantburg Nursery was founded in 1965. Longtime owner Jim Borenstein retired in 2024 when Rory Tyer, a Greenville transplant, bought the nursery. With the help of Chicago-based visionary artist & designer Jeff Hendricks, Rory established a new, exciting brand identity for the nursery, drawing on its past, a bold future vision, and the things that make Greenville such a special place to live.
The new South Pleasantburg Nursery logo combines the following elements:
- A meandering line represents the Reedy River, which runs through the heart of Greenville and along the entire eastern property line. The river then continues southeast through the Conestee Nature Preserve and eventually joins up with the Saluda River at Lake Greenwood.
- The rolling hills and mountains of upstate SC and western NC.
- A rising sun, representing a fresh start.
- Finally, the overall shape of the logo maintains the graceful spread and central notch of the ginkgo leaf, a reminder of the nursery’s long history (60 years old in 2025).
