Current Cannabis is a family owned cultivator and cannabis brand based in Puerto Rico. The current was used to signify the owner's love of surfing and the beautiful coastline.
I worked with the family to create a strong brand name and crafted a logo identity system that resonated with the community.
Our goal was to create a logo and visual identity system that bridged old and new Tacoma, quite literally.
The main inspiration came from the iconic East 21st Street Bridge in downtown. The suspension tower and cables form an abstract conifer tree shape, which I emphasized with some fills. The final logo places a circular mask on the bridge stamp to solidify the tree iconography and create a badge icon.
With all my logo identity projects I provide 3 initial draft concepts for clients to consider. After a favorite is chosen we work together to hone and sharpen their selection into a final product.
I include these alternate logos below as an example of this process.