Current Aesthetic and Brand

When looking at what Hantz Farms has established so far in terms of an identity or aesthetic, there really isn't much. The website was launched only a couple months ago and the design effort is minimal.

The logo is simple and unimpressive with a poorly selected font choice. I imagine the font was brought over from the Hantz Group logo to keep some sort of consistency between the two companies. It obviously communicates Detroit through the outlined skyline of the city, green through color, and growth through the plant coming up from the "R", but the logo itself is very static and does not appear to express anything that the founders stand for. The only organic form is in the illustration of the plant. The typeface is blocky and cold and appears to me to be more aggressive than friendly or warm. As a mark to represent such an innovative and organic company, I should think it would encompass these things.

Keeping a connection with Hantz Group through the font and red/maroon color isn't necessary. I suppose the use of the color green makes some sense, but everything else is either predictable or communicates nothing of substance.

The graphics on the website are also quite ordinary, consisting mostly of stock photos, boxes with rounded corners, and rounded sans-serif type.

These design choices are simple and create a more friendly appearance, but lack substance with the use of generic stock photos instead of creating a more integrated and comprehensive solution. I imagine with the time they had to put up a website and get their message out to the public, many important things were not considered and left to tend to at another time. Releasing some vague information and ideas about the project is likely a temporary solution. Or perhaps not?

Our goal will be to consider the things that have no yet been considered in terms of branding Hantz Farms. Because it is so new, and there is not much to start with, it shouldn't be much of a stretch to rebrand and start from the beginning. As our research builds and the process continues, our methods and the way we go about designing will become more clear.