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As provinces scramble to prepare for the federal legalization of recreational cannabis Ontario is the first to reveal their new logo and store name for physical and online stores.  An opportunity to put some life behind the government-run operation, many people hoped they would be more creative than their liquor control board which goes by the uninventive name of LCBO (Liquor Control Board of Ontario).

Turns out, not only could the province deliver a more creative name, but they also gave it a logo that is entirely devout of colour.  Check it out:

Photo Care of LCBO

The Ontario Cannabis Store name and emblem fail to inspire anybody who has ever used cannabis at any point in their lives.

The LCBO Cannabis page says, “The name is designed to convey a safe, simple and approachable environment for consumers, and agency employees, in a clear and easily understood manner.  We are confident the brand name and logo will help ensure Ontarians are able to safely and easily identify Ontario Cannabis Stores as the sole legal retailer of non-medical cannabis in Ontario.”

LCBO has confirmed that the cost of brand and marketing is estimated to be in the area of $650,000 for this very creative logo.

Meanwhile, social media has been having a field day with the provinces missed opportunity.  However, one Twitter user may have cracked the secret code behind the new logo: