TABLE OF CONTENTS
INTRODUCTION Project Brief Design Overview BASIC DESIGN ELEMENTS Color Palettes Typefaces Iconography Logo Details STATIONARY DESIGN Letterhead Envelope Business Card CD Cover & Slip Presentation Folder SIGNAGE DESIGN Entrance Sign Business Hours Sectional Signs Cannabis Menu Educational Poster USER INTERFACE DESIGN Tablet Smartphone MERCHANDISE Clothing Tote Bags Vinyl Record Pre-Rolls & Matches CREDITS & ATTRIBUTIONS 4 10 22 30 42 50 56
• Project Brief • Design Background 4
INTRODUCTION
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PROJECT BRIEF
Hale Cannabis was founded by good people as a dispensary and cannabis production company after being inspired by the lack colorful and warm weed brands. “Hale” (ha-lae) meaning home in the Hawaiian language, represents that feeling that we want to bring with our brand. Our mission is to turn our clients into guests, to make them feel like welcome in order to educate those who are unfamiliar with weed knowledgable enough to try it in casual ways.
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DESIGN OVERVIEW
In order to differentiate ourselves with other cannabis and dispensaries, Hale Cannabis employs colorful imagery, whimsical icons, and retro typography to attract those who are looking for something other than a pharmaceutical/ medicinal dispensary. Our menu items and tone of voice is heavily inspired by contemperary cartoon characters, Y2K networks like Cartoon Network, Nickelodeon, and Disney.
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BASIC DESIGN ELEMENTS • Color Palettes • Typefaces • Iconography • Logo Details Symbol Description, Logo Ratio, Master Logo Logo Variations, Restrictions, Spacing & Sizing 10
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COLOR PALETTES
Inspired by retro color combinations we wanted to create a friendly and fun palette. The primary color palette consists of two accent colors Plankton and Kirby, and two main base colors Raven and Egg.
The accent colors are used only as highlights with the main base colors. Some use cases are the patterns, large typography, and photography.
Plankton
#009F95
RGB(0, 159, 149)
CMYK(100, 0, 6, 38)
Kirby
#F6A8CA
RGB(246, 168, 202)
CMYK(0, 32, 18, 4)
Raven
#594B57
RGB(89, 75, 87) CMYK(0, 16, 2, 65)
Egg
#FFF3E6
RGB(255, 243, 230) CMYK(0, 5, 10, 0)
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TYPEFACES
Primary Typeface
Our main typeface is Chunk Black, a typeface created by Fenotype. This typeface is a retro slab serif heavily inspired by Cooper Black. Popularized around the 60s and 70s, it’s characterized as funky and groovy which is meant to be an homage to when cannabis was popularized. Since this is such a stylized font, we aim to only use this for our logo and large titles or slogans in order to keep our designs clean and accessible.
Secondary Typeface
Our secondary typeface is GT Maru designed as an ode to rounded English characters found on signage across Japan. As a simple rounded sans-serif, this typeface creates a friendly, welcoming environment. We use this mainly for body text or any small header text in order to provide easy and accessible readability for all guests.
13 AaBbCcDdEeFfGgHhIiJjKkLlMmNn OoPpQqRrSsTtUuVvWwXxYyZzv 0123456789 !#$%^&()-=+\|;:’”,.<>?/ AaBbCcDdEeFfGgHhIiJjKkLlMmNn OoPpQqRrSsTtUuVvWwXxYyZzv 0123456789 !#$%^&()-=+\|;:’”,.<>?/ Chunk Black GT Maru
ICONOGRAPHY
All of our icons consists of a variety of different symbols like house for “hale”, a star, flower, and a heart. Any new illustrations of icons must have rounded corners, and fits within a shape of a square. The cannabis symbol may not be used in any patterns. Account for any human visual perception and include overshoot.
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SYMBOL DESCRIPTION
The symbol of our logo represents a combination of 2 simple icons inspired by our brand, a marijuana leaf and a flower. The marijuana leaf represents our product and our commitment to the craft. The flower represents both “flower” in cannabis terms or a symbol of friendship and joy.
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LOGO RATIO
Horizontal Logo Ratio
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LOGO RATIO
Vertical Logo Ratio
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MASTER LOGO
These are the logos that should be most commonly used to represent our brand.
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LOGO VARIATIONS
The colored logo is sufficient for both dark and light colored backgrounds. However, if more contrast is needed use these examples.
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LOGO RESTRICTIONS
The following are examples of ways that our logo should NOT be used. Any similar variations are also restricted.
DO NOT reorganize logo elements in any way or form
DO NOT skew, stretch, or rotate logo
DO NOT make the logo use other colors
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LOGO SPACING & SIZING
Minimum Spacing
Below are the guidelines for the minimum clear spacing around the logo. In other words, there should be no instance where there are design elements or text within the boundaries measured below. This rule also applies to all variations.
Minimum Sizing
In addition to minimum clear space, there is also a minimum size requirement for the logo. The logo should never be LESS than the below measurement.
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22 STATIONARY • Letterhead • Envelope • Business Card • CD Cover & Slip • Presentation Folder 22
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LETTERHEAD
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ENVELOPE
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BUSINESS CARD
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27 CD
COVER
&
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FOLDER
30 SIGNAGE DESIGN • Entrance Sign • Business Hours • Sectional Signs • Cannabis Menu • Educational Poster 30
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ENTRANCE SIGN
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BUSINESS HOURS
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SECTIONAL SIGNS
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CANNABIS MENU
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EDUCATIONAL POSTER
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42 USER INTERFACE DESIGN • Tablet • Smartphone 42
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Menu bar with main navigation and e-commerce functions (search, profile, shopping cart)
Hero section with a shop now CTA and our slogan. All headers should be lowercase and buttons are sentence case
About us section featuring a photograph of our current team with a short description and read more button
Shop by category with clear sections with a opaque relevant background changing when hovering over each category
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TABLET UI
Process section with a brief overview of the curation of cannabis growth, more info page explains in a more detailed article
Store information section provides our store location with address and store hours
Footer with detailed page architecture, social media links, copyright disclaimer and our pattern at the very bottom
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SMARTPHONE UI
Mobile menu transforms into consolidated hamburger menu and vertical logo
Hero section with shop now CTA
About us section seperates with the image and places it under the description and read more
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Shop by category section with icons moving to the side instead of on top
Icons are also placed on a left-alignment to encourage scrolling
Retail location section allows Google Maps API to still appear with information
Footer section is consolidated into two grid sections
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50 MERCHANDISE • Clothing • Tote Bag • Vinyl Records • Pre-Rolls & Matches 50
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CLOTHING
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TOTE BAG
VINYL RECORD
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PRE-ROLLS & MATCHES
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CREDITS & ATTRIBUTIONS
Photos
https://unsplash.com/photos/a-DBYUHh-o4
https://unsplash.com/photos/LMbz9yrL3lE
https://www.123rf.com/photo_152960313_sprig-of-cannabis-in-an-artificial-wooden-hand-on-a-pink-background-the-useof-hemp-for-medical-and-.html?downloaded=1
https://www.freepik.com/free-photo/back-view-man-carrying-tote-bag_12187396.htm#query=tote%20 bag&position=18&from_view=search&track=sph
Signage
https://www.freepik.com/premium-psd/rounded-glass-door-mockup-perspective_31643517.htm https://www.freepik.com/free-psd/empty-room-with-white-wall-mockup_3730253.htm#query=white%20wall%20with%20
empty%20room&position=26&from_view=search&track=sph https://www.omitstudios.com/the-betsy https://www.farnsworthfinecannabis.com/great-barrington-home
UI Design
https://www.anthonyboyd.graphics/mockups/top-view-ipad-pro-2018-mockup-set/ https://www.anthonyboyd.graphics/mockups/wooden-hand-holding-iphone-14-pro-max-mockup/
Merchandise
https://graphicburger.com/vinyl-record-psd-mockup/ https://creativemarket.com/aleksey.volos/4834895-Weed-Joint-Pre-Roll-CBD-Tubes-4-psd
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