Brand story

Brand Story

We believe that Canada is the best place to live in the world.

That so many of the values that have shaped Canada, have also shaped us as a company. It’s not perfect, and neither are we. And that’s what drives us.

Enabling the resourcefulness and tenacity necessary to live in a country with a climate not for the faint of heart. Aspiring to live the ideals of equality and respect for our differences and those of our customers, every day. Driving actions that honour and protect the natural resources that have shaped our jobs, joys (and our favourite sports). And more than anything, striving to play for something bigger than ourselves.

As one of our country’s only remaining truly Canadian companies, we owe it to Canada, which has given us so much as a company, to make it a better place for all Canadians. For today’s generation and for generations to come.

We are here to make life in Canada better.

The evolution of our brand

The iconic Canadian Tire red triangle remains one of the most well-known logos in Canadian history. But did you know it hasn’t always looked this way?

Discover how our Brandmark has evolved over the past century.

1926

Our inaugural decade saw many noteworthy firsts, from our first mail-order catalogue to the earliest versions of our logo: an illustrated tire running hand-in-hand with a dollar coin, accompanied by the slogans We Make Your Dollars Go Farther and The Longest Run for Your Money. This iteration adorned the side of our first store and was printed on coupons and catalogue covers until 1933. It was drawn by an anonymous customer who presented it to Canadian Tire co-founder A.J. Billes. The man left the store before Mr. Billes could properly thank him and ask his name.

1929

Shortly after the Billes brothers officially incorporate Canadian Tire Corporation, brother A.J. foreshadows the iconic triangular logo after he superimposes the Eldred Pennsylvania Oil logo onto an upside-down triangle graphic.

1934

While an official logo didn’t yet exist in the early 1930s, several key design elements are soon introduced. The maple leaf and triangle first appear together around this time in advertisements for Mor-Power batteries, while the upside-down triangle also starts showing up in stores on products like Canadianize Wax Polish.

1935

A year after opening our first Associate Store in Hamilton, Ontario, the encircled maple leaf graphic with CTC-inscribed letters is introduced and begins appearing on our catalogue covers. Shortly after, the graphic is incorporated into the Tested Proven Products logo, and is incorporated into both product packaging materials and store window signage.

1940

In 1940, the original version of our current logo is unveiled, featuring a bold orange triangle and green CTC-inscribed maple leaf—much like the Mor-Power batteries logo. J.W. Billes commissions William Punkett of Oakville, Ontario to design this version, which also shows the word Canadian flowing along a curve inside the triangle.

1950

By the 1950s, Canadian Tire Money is introduced to shoppers—along with a new take on our logo. The existing logo is modified with rounded corners, updated black lettering, and the inclusion of Associate Store at the top. At the time, signs featuring this logo could be seen hanging outside of Canadian Tire stores across Canada.

1960

The following decade sees our logo shift once again—this time retaining the triangle’s rounded corners, and reverting to the white lettering and green border first introduced in the 1940s.

1967

With the help of designer Bernie Freedman in the 1960s, our logo is revamped with a widened triangle (now red instead of orange), a stylized maple leaf with no lettering, and a more modern typeface written on straight lines.

2014

In 2014 we introduced the icon logo— just the triangle with no wording—as the graphical portion was highly recognized by consumers. The classic, 1967-style brandmark continued to be used in certain situations.

2022

As of our 100th year, we continue to evolve. This updated design leverages the iconic red triangle and green maple leaf to create a modern, bold, and confident take on a beloved classic for the next generation—while still being instantly recognizable as Canadian Tire. Here’s to the next 100 years.