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The smoke has cleared surrounding the name and logo of Ontario’s new pot retail regime. Welcome to the Ontario Cannabis Store.

But, like a stoner with the munchies, the new look has many observers craving something else.

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In a press release Friday, the Liquor Control Board of Ontario (LCBO) showed off two versions of the thin font black-and-white branding featuring a circle with the abbreviation OCS inside alongside the full “Ontario Cannabis Store” text.

The new name and logo will be used for both brick-and-mortar locations as well as the online store.

The simplistic and clean approach was an intentional choice to project a specific image to Ontarians.

“The name is designed to convey a safe, simple and approachable environment for consumers, and agency employees, in a clear and easily understood manner,” said the announcement. “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.”