At Potency, we get a lot of earnest inquiries from business owners who request something like:
I only need a logo for my cannabis or CBD company , how much is that?
I have a brand, it’s a logo. Will you update it?
This leads to an initial discussion on the importance of creating a comprehensive visual identity system rather than a single logo. An identity system contains a toolbox of visual elements that work together to capture a unique and recognizable look that can be applied to any platform or deliverable—business cards, signage, promotional collateral, product packaging, websites, merchandise, interior and exterior spaces, vehicle wraps, etc.
Select came to Potency for branding that included a visual identity system and brand voice, seen here on the custom packaging we designed.
Visual Identity System Basics
What it generally includes:
A primary logo
Secondary logo(s)
Flexible design assets (patterns, icons, illustrations, etc.)
A color system
A typography system
Imagery guidelines/treatments
It's Valuable to Invest in Cannabis or CBD Branding
The visual identity system we developed solidified Select as the most widely recognized and successful vape company in the industry.
We design our visual identity systems with the flexibility to work across platforms and environments (both online and in the physical world). Regardless of business type, it’s critical to invest in a dynamic visual identity system because it ensures coherence and strengthens brand language—which is key to building trust, loyalty, and brand awareness, ultimately facilitating company growth.
The goal of branding is designing a solution that represents your brand’s attributes and authentically connects with the target audience—to engage those who want your products and/or services. This connection is largely driven by a uniform visual identity system.
A Visual System Makes a Cannabis or CBD Brand Distinctly Recognizable
It’s helpful to think about a visual identity system like a cuisine. The primary logo is the main ingredient of a meal (let’s say chicken, for the sake of this example.) But every delicious and beautiful plate has complementary ingredients (vegetables, spices, starches, etc.) that contribute to its overall taste, quality and substance. By defining the secondary ingredients, it becomes obvious which cuisine a meal is based from. The “complementary ingredients” in this comparison are the additional assets of the visual identity system (secondary logos, icons, colors, typography, etc.) The complementary ingredients are essential to define the cuisine of the meal; similarly, additional brand assets are essential to define a brand. So much so, a brand with a strong visual identity is recognizable even without the main logo.
Earning respect, distinction, credibility and loyal customers in any industry means being proactive, intentional and strategic about shaping and maintaining a brand. The visual identity system is at the heart of successful branding work and lays the foundation for all other design projects. Knowing what you stand for as a company (and how you say it) is equally important, which is why we create brand voice guidelines as well for your cannabis or CBD company.