Points to Consider Before Creating Your Cannabis Business Logo
By Katherine Saab
Your logo is the visual brand of your business. It is the mark of your identity that expresses and evokes a sense of trust, credibility and memorability in the minds of your audience.
We live in a fast paced, visually accelerated digital world. The old adage that you ‘never have a second chance to make a first impression’ is truer than ever and on steroids! Your logo is your visual voice in a noisy world.
Whether you are a start-up business or revamping your brand here are some points to consider, assessing if your logo speaks to your audience.
1. Express Your Unique Self
Although your business appears to be the same, in terms of products and services, as others in the Cannabis industry, the reality is quite different. You are bringing your unique style and personality to all aspects of your business. What you offer, how you interact with your customers and the ‘why you do what you do’ is your unique quality that needs to stand out. A great logo design helps people see your company’s great personality.
2. Who Are You Talking To?
Think about who your ideal client is and communicate to them. Your logo design needs to speak specifically and clearly to your clients and customers. If, for example, you are in the medical arena your logo might express healing, comfort and hope. Alternately, if your products and services are ‘recreational’ your design might evoke feelings of fun, creativity and inspiration. When your logo speaks clearly your customers will hear.
3. Captivate By Design
People are wired to remember things during their busy day that stand out and resonate emotionally. Create a logo that gets in the mind of your core audience.
Think minimalist! Keep it clear and uncluttered. Consider what elements you want to convey and keep it simple yet dynamic.
Colors carry meaning and create an immediate impression of your brand. For example, blue and grey inspire trust and authority while orange and yellow feel fun and energetic. Also, intensity of color conveys meaning. For instance, soft pastel shades are often used in health and beauty. Neon and primary colors create a bold impression and are a fit for many types of products and services. Color choices can make or break the power and effectiveness of your logo design.
4. Adaptability and Integration
Adaptability of your logo is an important consideration. You will be using your logo on various mediums, from your website and social media to placement on product labels and promotional products like business cards, T Shirts, pens, mugs and possibly other forms of advertising. Your logo needs to be as identifiable on a T Shirt as it is in all it’s digital glory on your website. This also means it must be created to adapt to various size constraints without a reduction in the visual quality.
The importance of integration of your logo on your website cannot be overstated. Once you have your professionally designed logo it is imperative that your website design, colors and feel are artistically coordinated. This is your brand, your complete look, feel and message. Let it shine!
5. Be Timeless
In a world where everything changes at lightning speed people still cling to what they know, the familiar. A logo of great design is timeless. It represents your brand as both classic and here and now; never dated always fresh!
Don’t forget the most important key element of your logo design; you’ve got to LOVE it! Work with your logo designer to create a logo you love and are proud of every time you see it!