Brand Identity | 1
Brand Identity Standards Manual
table of contents Our Story
8
Brand Identity
20
WHO ARE WE?
10
LOGO
24
BRAND PROMISE
12
LOGO GUIDELINES
26
OUR VALUES
14
LOGO USAGE
28
BRAND TONALITY
18
COLORS
32
COLOR APPLICATION
34
TYPOGRAPHY
38
TYPE HIERARCHY
40
TONE
42
PHOTOGRAPHY
44
THE HORIZON
54
CANNA FLOWER
56
Brand Applications
60
STATIONERY
62
PACKAGING
74
WEBSITE
84
MAILING
100
ADVERTISING
108
TRANSPORTATION
118
RETAIL STORE
124
CAMPAIGNS MORE GOODIES
130 136
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our story Inspired by being the change we want to see.
Our Story | 9
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who are we? CANNA began as a community project created to address health inequalities in marginalized communities. Eventually, this project turned into what we know today as CANNA, a company that promotes health, wellness & equality through CBDÂ products. We are a group of individuals that see the health benefits and economical value of CBDÂ products.
Our Story | 11
brand promise To bring value and fairness to under-represented communities, one CBD health experience at a time. CANNA offers high-quality CBD products at an affordable price. We pride ourself on accessibility, ensuring that everyone sees CANNA as an option for their health products.
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Our Story | 13
our values At CANNA we understand the investment people must make to work towards a healthy mind and body. We strive to make that investment easier by simplifying our value system into two categories: Restorative Health Restorative Justice
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RESTORATIVE HEALTH We are working to ensure that CANNA is an option for all of our customers’ health needs. Whether that be physical or mental wellness, we are always thinking of new ways to create restorative health options for our customers.
Our Story | 15
RESTORATIVE JUSTICE At CANNA, we also understand that the cannabis industry must address the inequalities that Black and Brown communities face as a result of unjust treatment concerning cannabis related policies. 46.9% of people arrested for marijuana law violations are Black and Brown folks, despite being only 31.5% of the U.S. population. Because of this CANNA is working to bring restorative justice to these communities & the cannabis industry.
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Our values guide all decisions made for our customers at CANNA. Restorative health and restorative justice are the foundation of what it means to be a CBD company for the people.
Our Story | 17
brand tonality Because CANNA is not only communicating health benefits but also messaging about important issues, it is important that our brand tone is consistent. We should be: •
Empowering
•
Informative
•
Authentic
But NOT: •
Preachy
•
Cynical
•
Impersonal
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Our Story | 19
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brand identity A system to inspire health & justice.
Brand Identity | 21
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Brand Identity | 23
the logo The goal for this logo was to embrace a common theme in the CANNA brand: restoration. This explains the use of a rising sun. The CANNA logo is meant to feel approachable through its handwritten quality. We had a unique challenge of being understood as a CBD company, while not embracing standard marijuana symbols, like the pot leaf. This explains the choice of the sun, which relates to nature and CANNA’s brand values.
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SIGNATURE
EMBLEM
WORDMARK
Brand Identity | 25
logo guidelines In order to preserve the meaning of the logo, clear space requirements must always be followed. This ensures that the logo is never misrepresented or unrecognizable because of its closeness to other content. The guidelines for clearspace is based on the sun element of the logo.
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MINIMUM HEIGHT
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logo usage It’s important the logo isn’t misused in any way. The form of this logo ensures that brand tonality and values are conveyed to our audiences. Correct logo usage also creates brand equity that will be needed so our customers can build trust with CANNA.
CORRECT USES
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INCORRECT USES
louisville
These are examples of logo misuses which include: stretching, outlining, cropping, rotating (excluding a 90 degree angle), drop shadows, color misuses, etc.
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Brand BrandIdentity Identity||29 31
PRIMARY BRAND COLORS
colors
sunrise yellow
CANNA uses colors inspired by the sun. There is a primary color palette that should be used consistently in all brand applications. There is a secondary
twilight black
color palette that can be used to accent primary colors or add energy to a design.
horizon green
daylight white 32 | CANNA Brand Standards Manual
SECONDARY BRAND COLORS PANTONE P 27-8 U #F8BE46 RGB (248, 190, 70) CMYK (0, 18, 100, 0)
PANTONE P 7-8 U #282828 RGB (40, 40, 40) CMYK (71, 65, 64, 68)
prominence pink
PANTONE P 61-5 U #BC5059 RGB (188, 80, 89) CMYK (0, 74 ,43, 26)
corona orange
PANTONE P 30-8 U #F37121 RGB (243, 113, 33) CMYK (0, 69, 100, 0)
PANTONE P 160-15 U #A8C046 RGB (168, 192, 70) CMYK (30, 0, 87, 12)
PANTONE P 1-1 U #FFFEF9 RGB (255, 254, 249) CMYK (0, 0, 2, 0) Brand Identity | 33
color application The logo should always stay within the primary color palette, with the exception of Horizon Green. This means the logo should only be applied using Sunrise Yellow, Twilight Black, and Daylight White. This ensures that readability and legibility will always be considered during logo application. It also creates consistency that allows our consumers to become familiar with the CANNAÂ logo.
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CORRECT USES
The CANNA logo can be placed on any color background but the choice of which primary color to use should always consider legibility.
Brand Identity | 35
goth 36 | CANNA Brand Standards Manual
ham Brand Identity | 37
restoring restoring typography CANNA uses Gotham for all typography choices. Gotham is a
restoring
flexible typeface that has many weights to ensure flexibility for CANNA. This san-serif also considers legibility and readability which caters to the diverse range of ages in our consumers.
restoring
restoring h
restoring h 38 | CANNA Brand Standards Manual
health. restoring justice. Gotham Black
health. restoring justice.
A B C D E F G H I J K L M N O P Q R ST U V W XYS abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*()?/;:
health. restoring justice. Gotham Book
health.A Brestoring justice. C D E F G H I J K L M N O P Q R S T U V W XYS abcdefghijklmnopqrstuvwxyz 1 2 3 4 5 67 8 9 0 ! @ # $ % ^ & * ( ) ? / ; :
health. restoring justice.
health. restoring justice. Brand Identity | 39
type hierarchy Because Gotham has so many weights it is important to establish type hierarchy. While every type application has to be considered based on where its being used, this type hierarchy should be considered the standard.
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HEADLINE
Our Mission
HEADER
restoring health. restoring justice.
BODY
CANNA’s mission is to create alternative health treatments through our CBD products. We also recognize that Black and Latinx communities have been unjustly impacted by the criminalization of cannabis.
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tone In addition to legibility, we also want to considered the tone of our words. CANNA is a brand that wants to be empower our customers through language. We use these adjectives to guide our tone of voice in our brand identity.
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honest personal informative empowering Brand Identity | 43
photography Photography is used to not only energize our designs but convey empowering messages to our customers. We want our use of photography to show that we value diversity and equal representation. We have divided our sections of photography into three sections: lifestyle, product, and restorative justice.
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Brand Identity | 45
LIFESTYLE The CANNA lifestyle reflects the health journey of our customers. We want to use images that promote health & wellness as it relates to CBD products. CANNA photography should never show the use of marijuana in a recreational setting.
INCORRECT USAGE
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CORRECT USAGE
Brand Identity | 47
PRODUCT Product photography should focus on the product and their health benefits. There should never be any references to marijuana or displaying the products in a negative light.
INCORRECT USAGE
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CORRECT USAGE
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RESTORATIVE JUSTICE CANNA promotes positive discourse concerning restorative justice. The photography should be welcoming and show the work being done to move toward a more just cannabis industry.
INCORRECT USAGE
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CORRECT USAGE
Brand Identity | 51
PHOTO ILLUSTRATIONS & STYLE CANNA only uses black & white photography, with the exception of product photography. To bring life and energy to our photography, CANNA uses illustrations to highlight a person or specific element. These illustrations should be only be used as an accent to a photograph.
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the horizon This visual element is used to bring energy to the CANNA brand. The horizon is where the sun rises and sets. This is a reference to the sun in the CANNA logo and the overall theme of restoration. This visual element can be used to complement any brand application, but should always be used in combination with the logo.
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CANNA flower While CANNA does not deal directly with the recreational use of marijuana, we recognize that our CBD formula does come from a plant. The CANNA flower represents this element of our process and is used a visual element for all CANNA branding.
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INCORRECT USAGE The CANNA flower should never be altered in a way that disrupts the original design. This includes using a flower with multiple colors, adding strokes & transparencies, and changing the form entirely.
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brand applications Real world applications of the CANNA brand.
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stationery the office necessities.
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Brand Applications | 63
letterhead All official CANNA business should be printed with this letterhead format. This format should never be changed. This creates trust between our business partners, clients, and representatives who would be receiving the majority of official letters from CANNA.
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CANNA LOGO
SALUTATION & DATE
Dear Sales Team,
October 1, 2020
I am delighted to announce that Daniel Smith is joining our department as Sales Supervisor on October, 14, 2020. Please do everything you can to make him feel welcome and a part of our team.
BODY
Many of you will involved in assisting Daniel in the orientation and training to ensure they become a productive member of our work team. Please make a point of welcoming Daniel to our department on his first day. Sincerly,
SIGNATURE & TITLE
Robert Johnson
Regional Sales Manager
CONTACT INFORMATION
ADDRESS
CONTACT
WEB/EMAIL
512 East Stephen Foster Ave
info@canna.com
www.canna.com
Bardstown, Kentucky 40004
(502) 373-7772
@canna
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LINK TO WEBSITE
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canna.com
LINK TO WEBSITE
Daniel Smith
RECIPIENT NAME &
245 Central Avenue
ADDRESS
COMPANY ADDRESS
Denver, CO 80004
512 East Stephen Avenue Bardstown, KY 40004
envelope All letterhead and other information mailed from CANNA should use this official envelope.
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business card We want our customers to have a personal connection with any representative from CANNA. Our business cards should always use this format so this personal connection is achieved and our representatives are always reachable and approachable.
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NAME & TITLE
CONTACT CANNA LOGO STORE OR OFFICE LOCATION
CANNA YELLOW BACKGROUND
CANNA TAGLINE
CANNA FLOWER
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invoice It is important that we our customers receive all of the important information they need when they purchase products from CANNA. This invoice incorporates brand elements, like the CANNA flower, while also prioritizing important purchase & ordering information.
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CANNA LOGO & ADDRESS 512 EAST STEPHEN AVENUE BARDSTOWN, KY 40004
ORDER NUMBER
ORDER NUMBER 756629754
SHIPPING NUMBER
SHIPPING NUMBER
Daniel Smith 365 Central Avenue Denver, CO 80014
246992455
CUSTOMER & PURCHASE
description
quantity
price
CBD Oil – 500mg MINT
3
80.00
CBD gummies – 1000mg BERRY
1
15.00
INFORMATION
TAGLINE
Tax
12.30
TOTAL
107.30
RESTORING HEALTH. RESTORING JUSTICE.
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folder To package all of the stationery there is an official CANNA folder. This folder highlights our mission and directs people to our website in case they are looking for more information.
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packaging handle with CANNA.
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CBD oil One of our most popular products is the CBD oil drops. Because there are federal laws regarding CBD, there is a specific set of rules to follow for our packaging. While we want to highlight the important nutritional information, we also want our packaging to reflect the overall CANNA brand. CBD oil must also always be sold in a box. The supporting color does not have to use our primary or secondary colors and can reflect the flavor more closely if necessary.
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CANNA LOGO
PRODUCT NAME FLAVOR CANNA LOGO
PRODUCT NAME FLAVOR
WEIGHT SPECIFICATIONS
WEIGHT SPECIFICATIONS
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CBD gummies CANNA also sells CBD infused gummies that treat many different health-related conditions. Similar to the CBD oil drops, the accent color can reflect the flavor of the gummies as well.
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CANNA LOGO
PRODUCT NAME
STRENGTH & COUNT SPECIFICATIONS
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CANNA LOGO
CBD chocolate Another one of our most popular
CANNA FLOWER
products is our CBD chocolate bar. Since we do not have different flavors for our chocolate bars, the color should always use our Corona Orange.
PRODUCT NAME
WEIGHT SPECIFICATIONS
Brand Applications | 81
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shopping bags CANNA wants our customers to have the full CANNA experience from when the look at our products to when they leave the store after purchase. Our shopping bags should always feature the CANNA logo and use our primary colors.
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website shop CANNA online.
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Brand Applications | 85
web elements Our website will be one of the most
These elements should always remain
important applications of the CANNA
constant throughout our web experience:
brand. This is because our website allows our customers and potential partners to
•
learn more about our work and products
Type application of H1 headers, body copy, and CTA links
without leaving their home. Because of
•
Header & footer information
this, we want to always consider the user
•
Buttons & Product sliders
navigational experience.
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H1 HEADERS
HEADER
Gotham Black 30 pt
Navigation menu Shopping cart Login/ register
BODY COPY Gotham Book 15 pt
CTA BUTTON
shop now CTA LINKS Gotham Black 17 pt
PRODUCT SLIDER
FOOTER Navigation Email opt-in Social Media Legal Pages
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responsive design CANNA recognizes that most people use their phones to shop online and we want our website to always use responsive design to account for our mobile users. Responsive design ensures that our website will work on a variety of devices including, but not limited to, desktops computers, laptop computers, tablets, and mobile phones.
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home page Our home page is the first page most users will see on the CANNA website. We want to always keep in mind three things when it comes to the home page: •
CANNA’s mission statement
•
A slideshow of our most popular products
•
The Story of the Week, a section about what is currently happening in the cannabis industry as it relates to restorative justice
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about us page This page should give our users a glimpse into the story of CANNA. It should always lead with a promotional video. Our Instagram stream is an important element for this page as well.
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product page Our product page should always feature our products in order of popularity. These products should also always have descriptions of their health benefits.
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single product page Our customers can customize their products according to flavor, potency or strength, and quantity. Because of this, our single product page should always use buttons for the selections of these different customizations.
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mobile The mobile site should always give our users a clear pathway to the menu and the shopping cart. These elements are found at the top of the page.
Brand Applications | 99
mailing
CANNA at your door.
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Brand Applications | 101
standard mailing label CANNA has two options in terms of mailing: standard & premium. Our standard mailing label uses the format of standard mailing labels and does not require any special boxing. This option is cheaper and most commonly used for orders that require fast shipping.
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MAXICODE
CANNA LOGO & ADDRESS
CUSTOMER NAME & ADDRESS
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premium mailer box Our premium mailer box creates a more engaging, CANNA branded experience for mailing. This option is more expensive and is most commonly used for gifts or celebrations, such as a customers’ birthday.
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TAGLINE
CANNA FLOWER
CANNA LOGO
CANNA HORIZON
WEBSITE
Brand Applications | 105
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advertising Let’s get the word out.
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print advertising One of our streams of advertising is print. This includes magazine & newspapers. For our print advertising we want to always direct viewers back to our website so they can learn more about CANNA.
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digital advertising CANNA also understand that digital advertising is a great way for us to reach new audiences. We want to always consider mobile ads such as Instagram Story ads and desktops ads. The main goals of our digital advertising is to introduce our mission.
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outdoor advertising At CANNA we understand that not everyone has access to the internet or magazines, but we want to make sure we do not ignore any potential CANNA customers. To account for this CANNA uses outdoor advertising, such as billboards and bus stop ads.
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transportation
CANNA products when you need them.
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Brand Applications | 119
CANNA van In an effort to consider that some of our customers will be people who do not have access to transportation, we have the CANNA van. This van will be able to travel directly to our customers to deliver products or give consultations directly in the home of our customers. The CANNA van should only use our primary colors and always feature our logo.
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retail store
An in-store experience you will remember.
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name badges CANNA representatives are always approachable and want the in-store experience to reflect that. Our name badges give not only the name and picture of our representatives, but also more personal information like how long they have been with CANNA and their favorite product.
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PICTURE
NAME INFORMATION ABOUT REPRESENTATIVE CANNA LOGO
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FRONT
uniforms CANNA uniforms should encourage our customers to ask questions about the work we do. The front of the uniforms should always have the logo.
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BACK
Brand Applications | 129
campaigns Because messaging matters.
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forty six point nine percent Brand Applications | 131
campaign content CANNA partners with different organizations to work toward restorative justice in the cannabis industry. We want to always make sure that the messaging in these campaigns are very clear and follow CANNA brand standards. The content for our messaging should reflect our values and tone of voice.
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campaign materials To support our campaigns CANNA should also have campaign materials, such as buttons, shirts and stickers to support the messaging. The campaign materials should all use the same design elements to create familiarity with our audiences.
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more goodies Represent CANNA the right way.
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CANNA merch To show support for CANNA, we want our customers to be able to have a few goodies. This includes, but is not limited to, phone cases, enamel pins, hats, and tote bags.
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Logo, design system, brand standard manual and copywriting developed by Taylor Simone The University of Louisville Hite Art Institute Fall 2019
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