A veteran owned cannabis company in Flint reached out looking to revamp their old logo. They liked the basic shape of things but had it drawn up in a rush when they were first starting out. Now that the company has become more established in both the industry and the community, they are looking to expand their business, and are looking to commit to a brand identity.
The original logo they sent me used a gradient that would be lost to a number of the items it was printed on. A similar issue was found in the gray used in the original typeface.
Old Logo
Green gradient - needs solid Pantone (1-2 colors)
*Client would like to retain the general shape of things, but asks for a more modern and cleaner version of the old.
Client Notes
Needs to be changed to Cannabis Co.
Color
Colors pulled from the gradient map on the original logo
&
Pantone colors picked to work from
While the colors from the original logo were fine, I pulled from Pantone to expedite their printing process. The new colors were from the same family of green, but were a little brighter, a little more exciting and engaging. I would eventually come to the below choices.
Pantone # P 149-14 U
Pantone # P 176-16 U
New Logo
The way the plus sign gets cut off here takes away the illusion this is meant to be smoke and felt uncomfortable.
I expanded the smoke stream at the base of the cross, just to give it better and more believable flow.
I then expanded the the opposing side of the smoke stream to emphasize that element.
And finally added a pop of color and contrast to the final logo.
The new fonts are reminiscent of the old, but a little more sleek and modern. The two greens contrast each other, attracting the eye in a more positive way than the original gradient; and the secondary green will appear better on neutral backgrounds than the original gray. The client later also asked for a multi-color logo integrating the colors of their different strain types.
