Are hexagons the new leaf? – 20 hexagon-shaped cannabis logo designs
The hexagon is trending in cannabis logo design, and I’m not the only one who’s noticed.
In my interview with David Champion, cofounder of Baker Technologies, he discusses discovering this trend while researching cannabis brands and explains why he decided to employ the familiar shape in his redesign of the Baker logo.
The hexagon is by no means unique to cannabis. It is, in fact, widely used in branding across verticals – from software to consumer goods. This is not surprising; the hexagon is often considered “nature’s perfect shape.” Honeycombs, snowflakes, crystals – even the clouds at Saturn’s poles – bear its form. In many cultures, the hexagon symbolizes harmony, balance, and union, each qualities many companies aim to broadcast with their brand.
However, the high relative frequency with which the hexagon is used in cannabis branding makes it a topic worth exploring…
Why is the hexagon so favored by cannabis companies?
At first I assumed it was all about the THC molecule, used in an effort to legitimize cannabis consumption and improve perception in the marketplace by referencing the science behind the plant. David had the same idea:
“It’s possible that the molecular symbol for THC – which leverages a hexagon – is something that early designers in the space wanted to use as a sort of a head nod to the science behind this process of getting high, of enjoying the plant, and so they started to use the hexagon and that became appreciated within the community.”
This rationale made sense for some of the logos I was finding, but certainly not all.
David speculated the same:
“I think it’s also possible there was just a trend going in that direction, and that the people who were funding the process of having their companies be branded noticed that it was popular and wanted to leverage that for themselves.”
I agree, though I’d go even further and assert that there is one trend in particular these brands are following: the hipster design aesthetic. This aged, vintage-looking style is trending primarily across luxury/boutique consumer goods like coffee, chocolate, beer, and wine. Here, the hexagon is commonly used as a frame or badge behind the brand name (and often the company established date).
SIDENOTE: The hipster convention is, in my opinion – and I know I won’t make any friends by saying this – lazy branding. Unless your agency or logo designer can make a convincing business case for why this aesthetic is right for your target audience, RUN!! These logos are a dime a dozen and incredibly easy to make. Google “hipster logo mockups” and you’ll get hundreds of templates, many of them free. Just replace the text with your company name and VOILA, your trendy logo is complete. There was even a Hipster Logo Generator for a time, though the website has been taken down in the last year. Too much plagiarism, perhaps?
There does seem to be a fourth category of hexagon use in the cannabis industry: mysticism. The hexagon and its sister, the hexagram, appear in Christianity, Islam, Hinduism, Buddhism, Judaism and Jainism. In Western occultism the hexagram symbolizes the planetary/archonic sphere of influence while in Eastern mysticism it represents the heart chakra and the union of consciousness and energy. In fact, there are entire online communities dedicated to literal and figurative hexagon worship.
Did you know March is Hexagonal Awareness Month? I KNOW!!!! So amazing. I’ve already begun my party planning – get ready for some wild hexagonium…
When applied in this way, the hexagon communicates a sacred, cosmic quality. In so doing, it strikes as clandestine, exclusive – forbidden even. Who doesn’t want to be a member of a secret society? Um, sign me up…
Now that we’ve clearly defined the four categories of cannabis hexagon logos, let’s look at the ones I’ve encountered so far.
Here they are, grouped by category:
These designs play on the satisfying symmetry of the hexagon, and elicit feelings of reliability and comfort.
The most well-represented of the four categories, logos identifying with the scientific symbol for THC (all organic compounds, actually) can also emulate a cube or box – a firm nod to architecture and technology.
The hipster-style aesthetic is highly familiar to consumers, and is often used to communicate a high level of quality. Beware – this is the least defensible use of the hexagon for cannabis brands.
With religious undertones and hints of the occult, the mystical application of the hexagon inspires a deep curiosity – the hope of uncovering a well-hidden secret – and thus evokes a sense of exclusivity.
Find any other hexagon cannabis logos? Please share in the comments below!