General Cannabis Brand Book & Style Guide

BRAND BOOK & STYLE GU IDE

BRAN D ES S ENC E

E X C E L L E N C E I S T H E S T AN D AR D .

TABLE OF CONTENTS BRAND STRATEGY unique selling propositions brand story brand promise brand keywords brand voice brand pyramid brand architecture

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BRAND EXPRESSION mood board

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BRAND IDENTITY logo & usage style guide photography

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BRAND STRATEGY

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U N I QUE SELLING P RO POS I TI ON S

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UNIQUE SELLING PROPOSITIONS

UNIQUE SELLING PROPOSITION 5

TRANSPARENCY + INTEGRITY = LEGITIMACY.

We do things by the book at General Cannabis. We are transparent and honest and fair. We are publicly traded in the U.S., and our SEC filings are as thorough and straightforward as a $4B company. We are governed by a truly independent board of directors, and we value brutal honesty at our company. In an industry that is often more sizzle than steak, we stand out by showing our work and operating above board and with integrity in everything we do, because our investors, customers and subsidiaries deserve better.

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UNIQUE SELLING PROPOSITIONS

UNIQUE SELLING PROPOSITION

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GUIDED BY EXPERIENCE. FUELED BY PASSION.

You can’t fake wisdom—you have to earn it—and there’s nothing we haven’t seen before. Between our seasoned management team and our board of directors, we know business. We are the steady, stable hand at the wheel, driving the industry toward a higher standard of quality, professionalism and consistency. But what makes General Cannabis truly special is we’re more than just that. We are fueled by spirited entrepreneurs who bring our mission to life with a sense of get up and go. And it’s this unique mix of professionalism and passion that sets General Cannabis apart in the industry.

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UNIQUE SELLING PROPOSITIONS

UNIQUE SELLING PROPOSITION 9

BETTER HAPPENS HERE.

A few things happen when you become a General Cannabis company.

First, you’re immediately supported by the industry’s smartest, most experienced back-office services. This strips away the distractions and allows you to get back to being an entrepreneur. Second, you’re given a road map to success by our seasoned leadership team, empowering you to grow your business to its full potential. Third, your brand is instantly lifted by the General Cannabis name and reputation, validating to the rest of the industry and your customers that you are for real. And most importantly, your business—and your dream—is given every opportunity to flourish. We know what it takes to win in business, and we will help you thrive.

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UNIQUE SELLING PROPOSITIONS

UNIQUE SELLING PROPOSITION

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A SOUND INVESTMENT.

The cannabis industry is littered with financial opportunities, but not all are created equal. General Cannabis and our subsidiary partners bring proven experience, legitimacy, reliability and authority to the industry.

We are smart with our investments, we’re detailed in our accounting and we only partner with those who share our vision for a higher standard of compliance and transparency in the cannabis industry.

When you invest in General Cannabis, you’re making a sound decision based on credibility and a proven track record of success—not falling for hype and bravado.

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UNIQUE SELLING PROPOSITIONS

UNIQUE SELLING PROPOSITION

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SYNERGY AS A SERVICE.

The General Cannabis company portfolio is comprehensive, offering an ever-growing array of high-quality products and services to help businesses succeed. Our model of acquiring best-in-class companies across the industry is by design, and it gives our companies and our customers a competitive advantage in the industry. As members of the General Cannabis portfolio of brands, our subsidiary businesses have immediate access to trusted, high-quality partners for any multi-service project. And by working with one or more General Cannabis companies, our customers benefit from the unique convenience, efficiencies and faster profitability that come with cross-value cooperation.

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UNIQUE SELLING PROPOSITIONS

UNIQUE SELLING PROPOSITION

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WELL CAPITALIZED—AND NOT GOING ANYWHERE.

As a publicly traded, well capitalized company, General Cannabis offers its customers and partners a unique proposition: stability. In a volatile industry like ours, access to capital can often be the difference between winning and losing, and between a rapid path to profitability and none at all. When working with General Cannabis, our companies and customers can rest assured that our lights will be on tomorrow, and long into the future.

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UNIQUE SELLING PROPOSITIONS

UNIQUE SELLING PROPOSITION

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NOT EVERYONE CAN BE GENERAL CANNABIS.

At our core, General Cannabis is a growth company, always on the lookout for strategic opportunities to become bigger, better and stronger through acquisition and investment. But it takes a lot more than just a good idea or a charismatic entrepreneur to attract our attention. We must see a path to profitability. We want to see a fighting spirit from the entrepreneur running the company. And, because it’s important to us, we won’t take on partners or employees who aren’t ready to put in the work. Because we’re setting a new standard in cannabis, and not everyone will make the grade.

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BR A N D S T OR Y

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BRAND STORY

WE DO THINGS

BY THE BOOK. WE ARE TRANSPARENT, HONEST AND FAIR. 21

TH E GENERAL CANNA B IS ST O R Y The General Cannabis story is layered and dimensional, but also remarkably straightforward. We do things by the book. We are transparent, honest and fair. We are publicly traded in the U.S., and our SEC filings are as thorough as a $4B company. We do all of this, and more, in an effort to raise the standard of integrity and legitimacy in our industry, and our investors have validated that effort by trusting us with their capital.

Our signature blend of professionalism and passion is what truly sets us apart. With seasoned leadership guiding our business and spirited entrepreneurs winning on the front line, we are both the steady hand at the wheel, and the fuel that propels the mission forward.

The General Cannabis portfolio of companies is diverse by design, offering an ever-growing array of high-quality products and services to help businesses succeed. We acquire best-in-class brands across the industry to give our companies and customers the unique competitive edge we call “synergy as a service”—a shortcut to convenience, efficiencies and faster profitability.

And with every new acquisition, that service becomes stronger, which is why we focus on growth. But it takes a lot more than just a good idea or a charismatic entrepreneur to attract our attention for acquisition. We must see a path to profitability. We need to see a fighting spirit from the team. And, because it’s important to us, we won’t take on partners or employees who aren’t ready to put in the work.

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BUT IF YOU DO MAKE THE GRADE,

a few things happen when you become part of the General Cannabis portfolio of brands.

First, you’re immediately supported by the industry’s smartest, most experienced back-office services. This allows you to get back to being an entrepreneur.

Second, you’re given a road map to success, empowering you to grow your business to its full potential.

Third, your brand is instantly lifted by the General Cannabis name and reputation, validating to the rest of the industry and your customers that you are for real.

And most importantly, your business—and your dream—is given every opportunity to flourish. We know what it takes to win in business, and we will help you thrive.

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BRAND STORY

In addition to our integrity and legitimacy, our distinct combination of passion and experience, and the power that comes with cross-value service, we provide another rare proposition to the industry: stability.

As a publicly traded, well capitalized company, our subsidiaries, investors and customers can rest assured that our lights will be on tomorrow—and long into the future. In a volatile industry like ours, access to capital can often be the difference between winning and losing, and between a rapid path to profitability and none at all.

This stability, along with everything else that makes us exceptional, gives us the footing and strength to raise the standard of excellence for the entire industry.

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BRAND P R OMI SE

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BRAND PROMISE

Only General Cannabis combines the legitimacy and expertise of our seasoned leadership team, the stability that comes from being well capitalized, the strategic advantage of “synergy as a service� and the spirited passion of our entrepreneurs to create a long-term road map for cannabis industry success.

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BR A N D KE YW OR D S

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BRAND KEYWORDS

Integrity Knowledgeable Legitimate Optimized Passionate Professional Profitable Resilient Adaptable

Respected

Best

Stability

Cohesive

Supportive

Compliance

Transparency

Confident

Trusted

Connectivity

Valuable

Cross Value

Vision

Dependable Efficient Entrepreneurial Established Fair Genuine Hardworking Honesty

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The story of the General Cannabis brand is one rooted in confidence, transparency, passion and integrity. It’s a brand that seeks to lead and isn’t afraid of the responsibility that comes with being in the driver’s seat. Because we operate above board in all that we do, we’re comfortable with and appreciate the benefits of brutal honesty, though we are always respectful and considerate to each other and our partners. We have a clear vision for the unique value we bring to the industry, and we don’t take that vision lightly.

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BRAND VOICE

OUR BRAND VOICE & TONE SHOULD ALWAYS POSITION US AS A THOUGHT LEADER IN THE INDUSTRY AND A TRUSTED ALLY TO OUR CONSUMERS.

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OU R BRAND VO ICE & T O NE Therefore, our brand voice and tone should always position us as a thought leader in the industry and a trusted ally to our customers. We’re here to help raise the bar for the entire cannabis industry—whether that means by finding a real path to profitability or elevating the standard of compliance and accountability.

We’re the professionals who never lost our passion. It’s not our first rodeo, but boy, do we still love the ride. We’re steady, but still entrepreneurial. We’re established, but still agile.

Comprehensive, but with a laser-like focus on excellence.

There’s a quiet confidence to knowing what you’re doing and why you’re doing it, and that confidence should be expressed in all of our marketing copy and content.

This is the tone we will use to build authority and trust as the industry’s most legitimate portfolio of cannabis brands.

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BR A N D P YR A M I D

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BRAND ESSENCE.

BRAND PROMISE.

BRAND PILLARS.

BRAND KEYWORDS.

B R A ND ST R A T E G Y. BENEFITS. ATTRIBUTES.

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BRAND PYRAMID

Excellence is the standard.

Only General Cannabis combines the legitimacy and expertise of our seasoned leadership team, the stability that comes from being well capitalized, the strategic advantage of “synergy as a service” and the spirited passion of our entrepreneurs to create a long-term road map for cannabis industry success.

LEGITIMACY

EXPERIENCED PASSION

SOUND INVESTMENT

Adaptable

Best

Entrepreneurial Knowledgeable

SYNERGY AS A SERVICE

Cohesive

Compliant

Established

Exclusive

BETTER HAPPENS HERE WELL CAPITALIZED

Connectivity Fair

Cross Value

Genuine

Legitimate

Optimized

Passionate

Stability

Supportive

Transparency

Dependable

Hardworking

Professional Trusted

EXCLUSIVITY

Honesty

Profitable Valuable

Efficient Integrity

Resilient

Respected

Vision

Transparent +

Business Acumen +

Cross-Value

Integrity + Honesty +

Access to Capital

Confidence

Services

Trustworthy

Publicly Traded in

Experienced

Broad Portfolio of

By the Book

the U.S.

Leadership

Cannabis Services

Driven to Success

Passionate Entrepreneurs

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B R AN D A R CH I TECTUR E

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BRAND ARCHITECTURE

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It is our recommendation to pursue an “Endorsed House of Brands� brand architecture for General Cannabis and its subsidiaries.

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BRAND EXPRESSION

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HONE S T

E N T R E P R E NE UR I A L

MOOD BOARD

V ISION

T R A NS PA R E NC Y

GENERAL CANNABIS

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GE NUINE

TRUSTED

S TA BIL I T Y

PA S SION AT E

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BRAND IDENTITY

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BRAND IDENTITY

LOGO V A R IA T IO NS

LO G O T AG LINE LO C KU P The logo may be used with or without the tagline.

When the tagline is shown, the TM is placed at the end of the tagline.

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LO G O S T A G ING A R E A The staging area, also called clear space, is the area around the logo that must always remain clear.

It should be thought of as part of the design. The staging area helps separate the logo from visual clutter and helps the design stand out clearly for easier recognition.

Use the top leaf in logo mark as the clear space guide.

O NE-C O LO R LO G O S When only one-color printing is available, use black or white.

LO G O MA R K The leaf icon from the logo may also be used as a design element. It may be used in black, white or orange.

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BRAND IDENTITY

T Y POGRAP HY H EA DL IN E (A LL C AP S)

Subhead

TE K O SE MI B O LD ( T R AC K T O 100) A B C DE FGHIJKLMNO P Q R ST UV WXY Z 1 2 3 45678 90!@ #$^ &*( )

Teko Medium ABCDEFGHIJKLMNOPQRSTUVWXY Z abcde fghijklmno pqrs tuvwxy z 1 23456789 0!@# $^& *( )

Body Copy

Web Copy

Roboto Regular

Arial

ABCDEFGHIJKLMNOPQRSTUVWXYZ

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

abcdefghijklmnopqrstuvwxyz

1234567890!@#$^&*( )

1234567890!@#$^&*( )

P R IM AR Y CO LO R S

C OLORS C M Y K

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7 79 97 1

R • 223 G • 90 B • 41

PA NTONE 7579 C 1665 U

S ECO NDARY COLO RS

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39 31 41 1

R • 162 G • 160 B • 147

PAN TONE 401 C 4 01 U WEB • a2a093

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• • • •

0 0 0 85

R • 77 G • 77 B • 79

P ANTONE COOL GRAY 10 C COOL GRAY 10 U

WEB • df5a29

C M Y K

C M Y K

WEB • 4d4d4f

C M Y K

• 86 • 0 • 100 • 21

R • 0 G • 145 B • 64

P ANTONE 348 C 348 U WEB • 009140

C M Y K

• • • •

80 34 33 53

R • 15 G • 78 B • 91

P ANTONE 7477 C 309 U WEB • 0f4e5b

PH OTOG R APHY Lifestyle images should feel warm, energetic and authentic.

Abstract images can be used to communicate key messages.

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Created on behalf of General Cannabis by: