Brand Message

InnerPlant is an an early-stage farm-centric data driven company transforming fields into living sensors. Plants communicate signals of stress in their environment and listening to those signals help growers cut agrochemical usage, improve field health, and increase productivity.

InnerPlant makes living sensors that detect disease within hours, empowering farmers to quickly take corrective actions to protect crops.

Brand Position

InnerPlant is seeding the future of agriculture by transforming fields into living sensors that detect stress at an individual plant-by-plant care basis with early detection. We empower farmers, with vital crop data, feed the world sustainably, and preserve life-giving soil. We are the future of farming.

Brand Mission

Plants communicate. We give them a voice. With InnerPlant they can tell us what they need and when, providing farmers timely, actionable data, increasing crop yields, reducing chemical use, and planting healthier futures.

Brand Vision

Plants will be the guiding light to resilient farming. At InnerPlant we develop technology platforms that will contribute to healthier soil, sustainably feed the world, and ease global food chain supply challenges.

Brand Values

We value the critical role farmers play in society. However, the challenges they face in managing crop stress require them to apply chemicals in advance everywhere because they’re unable to identify problems early enough to take action. We believe crop health must be solved on a plant-by-plant basis. By digitizing a plant’s stress with our living sensors, we can spotlight areas of concern, allowing farmers to pick the right treatment at the right place and at the right time to protect crops and increase yields.  Data-driven farming at the plant level will allow profitability and sustainability to finally coexist.

Identified Brand Attributes

Primary

  • Brave
  • Vital
  • Driven
  • Genuine

  • Bold
  • Honest
  • Inclusive
  • Collaborative
  • Innovative
  • Pivotal
  • Emergent
  • Resilient

Secondary

  • Defiant
  • Courageous
  • Communicative
  • Truthful /Truth Driven
  • Timely/Urgency
  • Respectful
  • Adaptive
  • Data Driven
  • Mission Driven
  • Customer Driven/Farmer First
  • Empathetic
  • Relevant
  • Strategic
  • Futuristic

Brave

We are fearless about transforming the state of farming

We believe it is our responsibility and we are committed to sharing our innovations and expertise boldly. To help transform the way industries farm. We collaborate and work with like-minded partners across the entire supply chain. We believe this starts with what we put into the ground, from Smart Seeds to regenerative practices, ensuring our planet can thrive and support us for generations. We have to be brave, or we have to be blind to extinction. We choose brave.

Vital

We are a vital necessity change agent for "personalized" intuitive farming methods during these critical times.

We are a critical cornerstone and a vital player in this pivotal moment of transformation to plant-by-plant agriculture. We are opening the door to early detection intuitive farming. Our technology is transformative in helping farmers, and conscientious partners move away from destructive legacy farming practices eroding our soils and food supply to the new generation of intuitive farming practices.

Driven

We are science-driven, data-driven, mission-driven, and customer-driven.

We believe farmers are limited by legacy practices, incumbent inefficient methods, and lack of good data. Practices that have gone on too long and led to the degeneration of food producing soil. We believe farmers can do boundless more with the early stress plant detection we can offer them. We are driven to unlock new potential for farmers to improve harvest outcome in the safest ways. And we will not stop. We are driven to give plants a voice and farmers a choice.

Genuine

We have genuine empathy for the farmers, we care about the rejuvenation of soil, and we understand the plight.

We have genuine empathy for farmers. It is unacceptable that they are stuck in the current system of agriculture. Out of honest conversations, conviction, and understanding, we work with farmers and partners to develop the traits within the seeds allowing them to communicate with plants directly, ultimately producing a better harvest and nutrient-rich soil.

Tone of Voice

InnerPlant communicates with a grounded, farmer-first voice—real, relatable, and rooted in truth. With a no-nonsense tone, it tackles urgent agricultural challenges head-on. Honest and direct, it prioritizes action over politeness, focusing on solving real-world problems and advancing the future of farming.

Tone of Voice: Do’s and Don’t

Do

Be customer obsessed partner driven. i.e. We feel your pain and we do this for you.  We write in the second person “you” (evolved) and maintain a conversational tone.

Be straight forward and relatable with your tone of voice. Speak in a real-world voice that carries the hard, honest, truth. It doesn’t have the time to be unnecessarily overly polite, its job is to wake people up and communicate at their level.

Keep sentence structure clear, clean, and concise. Less is more.

Orient messages around actions and use lots of verbs. We lean toward short, punchy verbs like express, relate, live, and connect.

Use short sentence format, like a brief conversation.  When deciding between using a “.” or a “,” – choose the period.  Staccato sentences are okay.

Don't

Overpromise with hyperbolic language. While we want to emphasize our strengths, we never call ourselves “the best” and stop short of outright bragging.

Be degrading – to self, competition, or non-users. Phrases that emphasize that a user’s current network technology is inferior to, and that InnerPlant can “do it better” only jockeys us as “holier than.” We don’t need to say that; we let our product and solutions speak for itself.

Try too hard. We want the overall message to sound effortless, not belabored.

Force humor. A humorous tone (when desired) can be achieved without a joke. When in doubt, just play it straight, clean, and clear.

Speak in technical or corporate jargon. Though our audience is farm & tech and soil savvy, we want to keep terms as simple as possible to avoid sounding stiff or cold. Everything is said as if to a peer.

Use folksy colloquialisms or exclamation points. We’re going for relatable, simple and plain speak, not cloying or excessively cheerful.

Design Guidelines

InnerPlant Standard IDs

InnerPlant ID ~ Proper Usage

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InnerPlant ID ~ Clear Space

Blue indicates Clear Space. The blue area must be kept free of other elements.

Grey padding indicates Safe Zone

Magenta indicates type and element alignment and boundaries.

InnerPlant Minified Icon

Minified Icon ~ Proper Usage

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The InnerPlant Minified Icon is designed for use in situations where the standard icon’s details would be difficult to see, such as:

  • Extremely small applications
    (e.g., a corner graphic in a presentation)
  • Subtle branding on small promotional items or swag.
  • Within the CropVoice ID

CropVoice™ Identity

CropVoice ID ~ Proper Usage

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CropVoice™ ID ~ Clear Space

Blue indicates Clear Space. The blue area must be kept free of other elements.

Grey padding indicates Safe Zone

Magenta indicates type and element alignment and boundaries.

Grafted InnerPlant/CropVoice™ IDs

CropVoice ID ~ Proper Usage

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Grafted CropVoice™ ID ~ Clear Space

Blue indicates Clear Space. The blue area must be kept free of other elements.
Grey padding indicates Safe Zone
Magenta indicates type and element alignment and boundaries.

InnerCircle IDs

InnerCircle ID ~ Proper Usage

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InnerCircle™ ID ~ Clear Space

Blue indicates Clear Space. The blue area must be kept free of other elements.
Grey padding indicates Safe Zone
Magenta indicates type and element alignment and boundaries.

InnerSoy IDs ~ Proper Usage

InnerSoy: Fungus

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InnerSoy: Fungus + Nitrogen

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InnerSoy: Fungus + Insects

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InnerSoy: Fungus + Insects + Nitrogen

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InnerSoy: Insects + Nitrogen

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InnerSoy: Insects

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InnerSoy: Nitrogen

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Color Palettes

Primary Color Palette

InnerPlant’s blue/green are the primary colors for the brand and should be applied frequently enough that it creates audience recognition and positive association with the brand. In addition to the parent colors, there is a dark gray that helps to emphasize the primary colors.

Light Green

R = 167
G = 186
B = 87

#A7BA57

Dark Green

R = 100
G = 106
B = 45

#646A2D

Purple

R = 144
G = 66
B = 153

#904299

Black

R = 0
G = 0
B = 0

#000000

Secondary Color Palette

InnerPlant has a brighter secondary color palette. These are complimentary colors that should be used in addition to the parent colors. Keep in mind that these colors are only meant as accents and shouldn‛t be the central focus in layout fills or illustrations.

Orange

R = 217
G = 80
B= 30

# D9501E

Gold

R = 242
G = 169
B = 34

# F2A922

Buff

R = 191
G = 160
B = 120

# BFA07A

Sand

R = 242
G = 216
B = 167

# F2D8A7

Gray Color Palette

InnerPlant’s gray palette is to be used as accents and backgrounds where needed.  They shouldn’t be the central focus in layout fills or illustrations.

Rich Dark Gray

R = 37
G = 40
B= 42

# 25282A

Dark Gray

R = 158
G = 162
B= 162

# 9EA2A2

Medium Gray

R = 217
G = 217
B= 214

# D9D9D6

Light Gray

R = 241
G = 241
B= 241

# F1F1F1

Typography

Typography is an essential part of our identity system. When used correctly and consistently, it provides an immediate visual connection with our brand. We are using all Google Fonts, which can be downloaded for use.

Our primary headlines are displayed with the Jost font family. It is a modern font with a timeless san-serif style. We use Jost for titles, headlines, social media, and other content that needs a strong headline.

Our primary subheads are displayed with the Lora Italic font family. It is a modern font with an approachable serif style. We use Lora Italic to run adjacent to titles and headlines.

Our primary body text is displayed with Roboto font family. It is a hardworking font with an approachable san-serif style. We use Roboto for all body text and paragraph content.

Get Jost Download HereGet Lora Download HereGet Roboto Download Here

Primary: Jost Headline Font Family

Light

Jost Light / Jost Light Oblique
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
Weight: 300

Regular

Jost Regular / Jost Regular Oblique
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
Weight: 500

Medium

Jost Medium / Jost Medium Oblique
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
Weight: 600

SemiBold

Jost SemiBold / Jost SemiBold Oblique
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
Weight: 700

Bold

Jost Bold / Jost Bold Oblique
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
Weight: 800

Extra Bold

Jost Extra Bold / Jost Extra Bold Oblique
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
Weight: 900

Subheads: Lora Italic Font Family

Regular

Lora Regular Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

1234567890

Weight: 300

Medium

Lora Medium Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
Weight: 500

SemiBold

Lora SemiBold Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
Weight: 500

Body Text: Roboto Font Family

Light

Roboto Light / Roboto Light Oblique
ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

1234567890

Weight: 300

Regular

Roboto Regular / Roboto Regular Oblique
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
Weight: 400

Medium

Roboto Medium / Roboto Medium Oblique
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
Weight: 500

Bold

Roboto Bold / Roboto Bold Oblique
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
Weight: 600

Black

Black Regular / Black Regular Oblique
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
Weight: 800

Brand Imagery

Seeding The Brand

The InnerPlant brand visuals represent organic data

We highlight the visual effect of InnerPlant data across areas of organic imagery.

We utilizes strong creative headlines within the imagery to emphasize salient points of the InnerPlant brand.

Organic Data Patterns

We are utilizing an elongated halftone effect drawn from photographic images that gives a data-like effect based upon organic imagery.

We utilize textures that show data mapping and insights related to plants and soil

Utilize customer focused lifestyle imagery

Our photography is one of the primary ways we add connectivity and personality into our communications.

Our photography subject manner should communicate contextually the correct subject matter to make possible the widest spectrum of expression and creativity in our communications. It should always reinforce our brand story and salient points.

Brand Icons

We use iconography to reinforce our message and enhance clarity. When words alone may be challenging in communicating a process or concept, icons serve as a powerful visual shorthand, helping our audience quickly grasp key ideas. Our iconography should always be used thoughtfully, maintaining consistency in style, proportion, and placement to align with the InnerPlant brand identity. Always refer to the approved icon set and avoid alterations that could compromise clarity or recognition.

Consistency

The InnerPlant brand visuals should be consistent across all platforms