Your logo is the symbol representing you and your business. It is simply the most important marketing asset you have. We all know the cannabis industry has a bit of an image problem and a clean, professional design will help your business battle those ugly stereotypes. To help you develop your logo, consider these best practices.
If You Don't Have Budget for a Designer, Don't Panic
If you have the budget to pay a professional to create your logo, great! Use it. Professional designers are worth their weight in gold, but there are still many excellent resources to help you find the perfect logo if you can't afford to hire a designer:
Be True to Your Brand
Before you design your logo, you should have a firm grasp on who your product or business is. What is it’s personality? What is unique about it? If you already have a good idea of who your business is, then your task is to find a logo that perfectly represents it in a simple, memorable, timeless, relevant way.
Make sure you don’t get tempted by a fancy design. Even if your logo looks incredible, fresh and exciting, it still has to represent your brand. Make sure that your logo matches the look and feel of your brand.
Artist Mario Amaya remixed familiar brands in this image:
You Really Don’t Have to Be Green
We see it all the time: tacky, green logos that look like they’ve been designed in Microsoft Paint. Green does not have to be the only color cannabis businesses use. Let your brand stand out by choosing a different color; cut through the neon green and set a new standard.
Here are a few beautiful examples of Cannabis business logos that avoided neon green:
Be sure to take whatever colors you choose for your logo into your business's overall look and feel. Your color can set the tone for your brand. Are you a fun, modern brand or a mature, luxury one? You get to decide.
Check out this article from 99designs.com which covers the basics of color psychology in branding.
One thing to remember: Your logo should look good whether it’s against any backdrop. For that reason, be sure to test your logo out in black and white and grayscale on many different backgrounds.
If You Use the Leaf, Use it Sparingly
Look, we all love the leaf. We love cannabis or we wouldn’t be in this industry. That said, you don’t have to plaster the leaf all over your brand to prove that you are a cannabis brand.
We really like these subtle and unique nods to the leaf:
Do Not Copy Other Brands or Names
Copyright infringement is not a good way to start your brand or logo. Your product or business should be unique enough for you choose something that represents you in an original way.
Be Aware of Cannabis Advertising Regulations
We’ve created a checklist to help you ensure that your logo and branding doesn’t cross the line. For example, many states state that cannabis branding can’t appeal to children. I know it’s vague, but it’s is certainly something to consider when creating a logo.
Think Big — And Small
Your logo needs to be versatile. You want it to look crisp and vibrant whether it’s pasted on a big wall or squeezed onto a business card. Make sure your design scales well. Lots of text and complex imagery will make it hard to do that.
There’s no harm in testing a logo, in fact, you absolutely should. Ask a select group of your customers or partners to evaluate your logo before you fully commit. This is something you want to get right. In this case, feedback could truly be a gift.