The Government of Canada has chosen to legalize cannabis to create a legal framework around production, distribution, sale and possession of cannabis in Canada. Under the proposed approach, Ontario will open 40 stores by July 2018, growing to 80 by July 2019, and up to 150 stand-alone cannabis stores by the end of 2020. Stores would be complemented by an online channel that would provide all Ontarians with a safe and secure way to legally purchase cannabis, by July 2018. The “Ontario Cannabis Store” will be the brand name of Ontario’s cannabis agency — Ontario Cannabis Retail Corporation managed by the Liquor Control Board of Ontario (LCBO) — including its stores and online channel.
Leo Burnett Design (Toronto, ON)
The name is designed to convey a safe, simple and approachable environment for consumers, and agency employees, in a clear and easily understood manner.
Images (opinion after)
Like the Liquor Control Board of Ontario (LCBO), the new name is clinical and prescriptive without any room for (mis)interpretation: These are to be stores in Ontario that sell cannabis. Any questions? Of course not. Even if you did have questions, tough luck, because also like the LCBO, this will be a monopoly and the only retail operation in Ontario that will be able to legally sell marijuana for recreational use so you best learn to love it. The name is fine, really, and what it does well is establish a sense of authority like “Ontario Police Department” or “Ministry of Transportation of Ontario” that is meant to convey safety and legality. The logo is boring as hell but it serves the same purpose as the name, to establish that the OCS stores are well regulated, clean, and safe. It’s not bong party central. To maple- and marijuana-leaf icon fans: sorry for your loss, this could have been the most epic combo of the two. Overall, yes, this lacks excitement and interest but if you think about it as an extension of the Ontario government it’s as creative as it gets.
Thanks to James Ayotte for the tip.