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How the Ontario Cannabis Store Got Its Logo

“Natural not hippy”
Ontario Cannabis Store logo and weed

“What is the colour of Cannabis?”

That’s the question posed on one of the slides presented to the Liquor Control Board of Ontario by the ad agency that won its $650,000 contract to design the logo and branding for the Ontario Cannabis Store.

“Not surprisingly, green is the most popular colour within the Cannabis sector,” states a subsequent slide in a presentation by Toronto ad firm Leo Burnett. “It has become a shorthand that quickly conveys the botanical nature of the product.”

As for the branding “palette,” the presentation states it will be “inviting not youthful … sophisticated not stuffy … natural not hippy.”

The slideshow, entitled “Brand Architecture and Naming,” and obtained through a freedom of information request by VICE News, provides an inside look at the branding and marketing efforts behind Ontario’s recreational cannabis shops and e-commerce platform, overseen by the province’s liquor board. The stores will serve Canada’s largest economy after legalization officially comes into effect this October.

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