Go Green is a startup cannabis delivery service in the San Francisco Bay Area that caters to house-bound medicinal clients.
Go Green’s goal was to create a logo and brand that represented a high-end and professional cannabis delivery service for medicinal patients. They were not looking for the typical cannabis leaf logo, as they wanted to build a luxury brand. They also sought out to build a high-end reputation where they would not need a literal representation of the company. Overall, the goal was to stand out from the competition.
They needed a logo symbol to represent Go Green, along with typography and the company name. The desired design needed something classy and unique that would stand out on its own without the use of literal representation of a marijuana leaf.
Go Green’s target audience are medical cannabis users in the San Francisco Bay area who are too ill to travel to a dispensary.
Our Project Managers, Becka and Nicole, first gathered everyone together for a kickoff call to determine if we were a good fit for Go Green. Once we decided to move forward, Becka and Nicole collected vital information to begin the project and craft a proposal. Once Go Green ‘crossed the t’s and dotted the i’s’, the Smack Happy team dug in.
After identifying their needs, pain points, preferences, and creative ideas we developed the creative design brief. The creative brief describes the most important parts of the project, including the project’s summary, goals, competitors, target audience, key design notes, needs, resources, examples, and more. Utilizing the creative brief, three designers began to design the first round of sketches (per each designer, totalling three designs).
The Creative Brief
The creative brief was used to guide the designers in their work. By outlining goals, needs, pain points, requirements, and inspiration into a single, short brief the designers are able to develop the first sketches.
Requirements and Deliverables
They really liked the Rolls Royce logo and wanted a concept along those lines.
The guidelines they provided included:
- Color palette: black, white, silver, gold. A small touch of some other color might be acceptable, like the fourth one below. But it should be subtle.
- They wanted to use a symbol GG and the name of the company. If a symbol was used, it would be abstract or representational rather than literal and realistic.
- Elegant fonts
- The logo will be used on the website, on business cards and other print material and on car magnets.
Samples of logos the client liked and why:
Liked the skyline and the fact that the logo has a double meaning, with the C and the city.
Liked the artwork around the V, and the wording.
Stands out as really clean, liked the font.
Color example – Blue is ok, but might be too bright.
Sketching & Brainstorming
Our designers sketched out some ideas and began brainstorming. As this was a collaborative and internal effort—each designer brought a series of sketches and ideas to the table and reviewed them together, mixed and matched, and selected what to take into the next round of the effort: digitizing the ideas.
Once we [collaboratively] explored and brainstormed all of the sketched options, we selected a few favorites and went to work digitizing the designs. All of the designers provided digitized examples with different fonts, colors combinations, and styling.
Client Design Review 1:
Go Green liked the symbol in the Circle G logo and wanted to use it. However they didn’t like the font and wanted to try some other options. They did like the thickness of this font, just not the font itself. They wanted the font to be thick enough to stand out.
Here, they liked the line within the G on the Wings logo symbol and thought maybe we could try putting it in the text ‘Go Green’ only Gold with a silver (or black) line, and a different, less ‘boxy’ font. Something that compliments the G in the Circle G logo.
They liked this sort of style (with gold where white is and silver or black line in center) and didn’t mind the ‘boxy’ of this one.
They also wanted to see something in script like the G in the Fancy G logo, except they thought it may be too fancy for the whole phrase “Go Green”. The text next to the script was too light, and didn’t seem to pop.
Another example with fancy fonts and multi-colored gold and silver. They decided they liked the single gold color more that the mixed silver/gold.
Summary on Design Review 1:
Go Green liked the logo with the G in the circle (the first logo) best, however they were not sold on the font in the company’s name. It was decided to keep the symbol of Circle G logo as it is, and change the font for the ‘Go Green’ underneath the symbol with a few new font options to choose from.
They wanted to see a few options including font with a line down the center, some fancy fonts, and some solid fonts, perhaps with bevels.
Client Design Review 2:
They liked this version and went back and forth about the line down the center of the font. Ultimately deciding against it.
They thought that using a fancy font took away from the symbol itself so decide against using a fancy font for the company name.
Again, they thought that using a fancy font took away from the symbol itself so decide against using one.
Same as above, they decided against the use of a fancy font.
This is the font they liked the best. They liked the thickness and bevel and wanted to see a few options with different bevels and different solid fonts.
They liked this font as well, however thought the font didn’t stand out enough.
Summary on Design Review 2:
After seeing the variety of fonts, Go Green decided to go with a solid font that had a bevel. They asked if they could see a few variations with a solid font and a variety of bevel options.
Client Design Review 3:
They liked this but felt the font was too thin.
Again, they liked it but like those with fonts that matched the G in the symbol better.
They liked how the G in the font matched the G in the symbol.
They were not quite sure about this font, as they liked the previous font better. At this point it was a matter of culling out those that they like less.
They decided this font was too thin, and it did not match the font in the symbol.
Summary on Design Review 3:
Go Green really liked the thicker fonts and asked if they could see one more round with fonts that were thicker and a bevel on the outside. We usually stop at the third round of designs, however they were such a pleasant client to work with we wanted to give them exactly what they wanted.
Client Design Review 4:
They liked this option but felt weren’t sure about the triple bevel.
This option they liked. They went between this and the next, which is the same font with a bit of a different bevel.
This is the one that was chosen. The bevel has a slight white edge to it (like the symbol has). It was decided to package this one up as their final choice.
Summary on Design Review 4:
Go Green chose the last logo in the previous section. They liked the slight white edge in the bevel that matched the edge in the symbol.
The final files were delivered as .eps, .jpg and .png for use in print, web, and social media. Along with the files, we delivered a style guide with the font names and colors for RGB and CMYK.
An Additional Ask
The client loved the final logo so much they asked us to estimate the costs to duplicate it with the color green. After providing an estimate for the additional effort, and getting sign-off on it. We then provided the logo in several shades of green.
This was their favorite green logo.
Although they liked all three green they felt this was a bit too olive in color.
They went back and forth with this one and the final selection, finally selecting the more emerald green option.
Summary on the Green Design Options:
Go Green’s final selection on the green options was the deeper, more emerald color green.