Lets face it. Commercial marijuana has an image problem as well as a legal one. I can't do anything about the laws but I can help with the image problem.
The concept here uses the already identifiable green cross for dispensaries as well as purple already known in cannabis culture.
The concept behind the execution is 'getting better' with the green pushing out the purple leading to 'wellness' with the pyramid shapes not only adding texture to the design but showing the complexity of an individual's condition. Fancy type was not appropriate here, instead the typeface used is both professional and mainstream letting the icon do its work.