City of Farmers Branch

Rebranding an entire city is no easy feat, but HCK2 welcomed the challenge of uncovering the true identity of Farmers Branch in order to design a mark that made everyone in the community proud.

The HCK2 design team rolled up their sleeves for a comprehensive branding exercise, surveying government leaders, residents, business owners and key figures on the city’s past and present identity. The responses proved immensely beneficial in guiding the agency’s recommendations for a modern, professional mark that represents that city’s image of today and the future.

Integral to this logo development process were a number of considerations unique to municipalities. In addition to being easily reduced or embroidered, the design had to be adaptable to dozens of interior departments—and it had to translate nicely to a police badge. Color studies had to answer a demand for both vibrancy and neutrality. Elements from font selection to tagline treatments were scrutinized for their potential to endure the long life cycle of municipal identity. And above all, the mark had to immediately communicate the words, “city in a park.”