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It should also convey “social acceptability, social responsibility and distinctiveness from the current illicit market.” Health Canada criticized over different ‘plain packaging’ for marijuana, tobacco Does the final result, announced in March , accomplish all of that? Well, you be the judge (see above.) The black-and-white design was widely criticized as boring , and the cost of the $650,000 contract, which included all aspects of the OCS’s design from signs to employee uniforms, struck some as excessive . READ MORE: LCBO releases logos for ‘Ontario Cannabis Store,’ and people are underwhelmed The designers also had to choose a colour palette, which they said should be “inviting, not youthful,” “sophisticated, not stuffy,” and “natural, not hippy” (their spelling.) It is not clear in the documents whether these are criteria the ad agency, Leo Burnett , came up with on its own or whether they were based on instructions from the LCBO. The natural choice, the agency concluded, was based on green. “Not surprisingly, green is the most popular colour within the cannabis sector,” the designers concluded. “It has become a shorthand that quickly conveys the botanical nature of the product.” How marijuana legalization could impact youth How and why they were overruled isn’t clear in the documents. “The colour green and leaf imagery are commonly used in the cannabis industry — the OCS logo is intended to differentiate itself as the legal retailer of recreational cannabis,” LCBO spokesperson Nicole Laoutaris wrote in an e-mail. WATCH: Doctor says Canada not prepared for marijuana legaliztion The logo’s extreme plainness reflects a discomfort with the whole concept of marijuana legalization, argues Ottawa lawyer Trina Fraser. “It’s puritanical, and it’s paternalistic.” “It’s ridiculous. I get the LCBO notifications pinging me constantly, saying ‘It’s gin month at the LCBO!’ They certainly don’t hold back on the promotion of alcohol. But we’re not of the same mindset yet with cannabis.” “I don’t know if it’s just government that thinks society’s not ready, or if government’s not ready and society is — it’s probably a combination of the two things.” READ MORE: Health Canada criticized over different ‘plain packaging’ for marijuana, tobacco To a certain extent, federal rules forbid marijuana advertising that could be interpreted as a promotion, Fraser says, though there is no mention of legal constraints in the documents obtained by Global News.
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