The cannabis industry is one of the world’s fastest growing industries and in a rush to get to market, many business owners often neglect the importance of a great logo. A logo is essential for creating a brand.
A logo is essential for creating a brand. It will be the symbol that, in addition to identifying the brand, will represent everything there is to know about your company – it’s mission, what it sells, who it’s selling to, etc.. The creation of a logo involves design, psychology, semiotics, and marketing, and deserves special attention for its development.
In this way, the visual representation of your brand must be well developed and unique. You should design your logo so that when consumers see it for the first time, all messages are successfully transmitted, but be sure it’s unique enough that it is not confused with a similar brand or logo.
In the case of the cannabis industry, 44% of logos registered in the United States have the representation of the plant leaf according to a study conducted in 2016. At the same time as this practice facilitates the consumer’s life, it can represent great danger inserted in the market, falling even into a cliché.
Like any creation involving the market, one needs to think, “To whom is this being done?” The audience has a very important role in this scenario because the design is for them! After all, it is not the company who created the brand that gets the final say as to what the brand is, it’s the public that has contact with it. Think about the best way to represent who will use the product that will have your logo inserted. What do they do on the weekends? When will they use your product? And, why should they buy from you and not the competition?
So if your intention is to create products accessible to everyone and embrace a larger audience, it is worth using design trends, which are a thing that many brands embrace but apply in different ways. For example, if the brand wanted to represent a lifestyle, seeking iconic references of various styles is essential – it could be vintage, handmade, luxury, etc.
At the time the branding is being done, it is important to ask the following question: Will the brand have only one specific product mix, or do you want to use your logo in the future for other potential lines and segments? Having this sense of expansion at the time of creation prevents the logo from being created around the production of a single product, making it possible to sell other branded things further.
An interesting example of this situation are brands that produce only THC or CBD products. Usually brands that produce medical marijuana seek to adopt more clean designs linked to the pharmaceutical scope for their logos. On the other hand, brands aimed at recreational marijuana users are more liberal in the use of creativity in colors and shapes. Now imagine a brand that initially chose only to produce medicinal products, created a simple logo, and aimed at this audience, then suddenly decided to sell THC products for recreational users. This brand could create a conflict in the mind of the consumer, who may have a bias with the product because the logo is “too boring” for what they’re looking for.
Branding planning for a new brand is essential so that the logo, packaging, communication, and products are in perfect harmony so that they can carry the message and concept desired.