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MJ PurePlay 100 Index Logo Write-up
Logo Preferences for this Brand Identity:
o Has to convey seriousness, even though the service is about marijuana, this is an index that will track near a billion dollars worth of monies
o Has to convey growth and forward/upward movement
o The Index is the yardstick or standard, the original, to measure the industry of pure marijuana growers (not fertilizer or other support companies like other marijuana indexes show).
o This has to have a more corporate appeal. It will be the index that measures the market but a corresponding ETF is about to launch that follows this, and since a lot of fund investors will be buying that ETF for their clients, it all has to tie together nicely.
o Three colors, max for the logo itself, but more allowed as part of the overall brand. I really like the idea of using a metallic gold. I think it would pair nicely with a deep evergreen for the website and other collateral. I think it conveys wealth and seriousness and still describes marijuana if the accent colors are slightly less serious.
o Not fussy but not clunky either, more minimalistic, clean lines
o No copycats. Please don’t submit logos that are already out there. It can be a version of something out there, but not similar. It has to be unique.
o Nothing cartoonish.
o If it can be clever, I’ll love it. (see examples detailed below)
Examples of Logos I like
1. Sushi uses chopsticks (a known tool of sushi eating); 2. Usage of reverse imagery to add interest; 3. A to Z implying Amazon’s got it all; 4.; 5. Shows what they do (networking signals) and where located (San Francisco—that’s the bridge); 6. No matter how you look at it, it says sun; 7. Actual cactus graphic makes up the T; 8. Diamond makes up the W; 9. the O is an eye
Clever Examples that Use Negative Space:
1. Arrow created between d and E indicating forward movement; 2. The wolf image in the word; 3. The fish image as part of the B; 4. How the USA blend seamlessly and yet very readable; 5. The spoon in the center of the pen quill!; 6. Arrow indicating a movement up and down; 7. It’s the profile of the Spartan and the body of a golfer in one; 8. Two people facing each other and the general shape of Africa; 9. Putting an element between two letters to tell a story.