Branding for LeapMI
Color choice, Logo design
Choice of Color
The color was carefully chosen to steer away from the recreational marijuana colors Instead, a mix of blue and green was chosen to instill the calmness and relief of pain medical cannabis can bring to people with acute problems. The turquoise is also the color of Doctor scrubs to bring the medical aspect into the app. Lastly, the color theory suggests that shades of blue instill trust, which is what the brand wants to promote to help patients, pharmacies, and suppliers engage.
Logo Design
The logo went through a couple of iterations. As in the choice of colors, the logo too is meant toavoid any indication of it being related to recreational marijuana, as research found that most users of medical cannabis want to dissociate from recreational marijuana. Starting off with a cluster of cannabis leaves, it was toned down and made very subtle, so that the medical cross stood out more.Â
A play with letters for medical intelligence was also explored.
