Shop Smarter at
Canadian Tire
Summary
Shop Smarter at Canadian Tire is an omni-channel campaign showcasing how technology and digital capabilities create a simplified, seamless customer experience between the online and in-store customer journey, making shopping at Canadian Tire easier than ever.
The current digital capabilities the campaign includes are:
- Canadian Tire app
- Digital flyer
- Kiosks
- Gift registry.
Any messaging for these capabilities can use the Shop Smarter at Canadian Tire Brand Signature in place of the Primary Brandmark or other Brand Signature.
The Shop Smarter Brand Signature must never be used with messaging that implies deals or savings. In instances where messaging is appearing with promotional messaging, the Shop Smarter lockup must be replaced with the corresponding lockup, Brandmark or Brand Signature. For example, if an asset is using the Canada’s Christmas Store omni identity and communicating “You can find great deals for gifting on the digital flyer,” the Canada's Christmas Store Brand Signature would be used. If a Big Red Event asset is communicating "You can shop great deals on the CT App", the primary Brandmark or Canada's Store Brand Signature would be used.
Lockup
The Shop Smarter Brand Signature is to be used in place of the Canada's Store Brand Signature in messaging that talks to Canadian Tire's digital capabilities. This lockup follows the same formatting and guidelines as the Canada's Store Category Signatures.
Construction
We use a 1/2 leaf measure between the Shop Smarter At copy and the Canadian Tire Brandmark. The copy aligns vertically centered to the red triangle of the brandmark. This lockup requires a minimum of 1 leaf of clear space.
Orientation
There are five standard lockup configurations, any of which can be used in a composition.
Horizontal
Horizontal stacked
Vertical centered
Vertical stacked, centered
Vertical stacked, left
These configurations have been designed to provide maximum flexibility in our communications. Choose the configuration that works best in the context of your layout.
These Brand Signatures have been created and made available in the standard formats—using the same rules—as the standard Brand Signature. Never change the basic spacing or alignment of the text or its relationship with the Brandmark.
Note: do not recreate the Brand Signature lockups. All variations have been built and are available for download—see the links at the bottom of this page.
Colour
The Shop Smarter Brand Signature is available in three colour combinations:
Full colour primary Brandmark with black type
Full colour primary Brandmark with white type
Knockout Primary Brandmark with white type
French & Bilingual Lockups
The Shop Smarter Brand Signature is available in three languages: English, French and Bilingual. All languages are available in all the orientations seen above.
French Lockups
The French versions of the Shop Smarter Brand Signature are constructed the same way as the English—type size, spacing and clear space are the same. Apply them in the same way you would the English versions.
Primary bilingual lockup. For use in Quebec
Secondary bilingual lockup. For use in markets outside of Quebec
Bilingual Lockups
Bilingual versions of the Shop Smarter Brand Signature are available for layouts that require them. Always use a bilingual lockup, rather than separate English/French lockups.
Two versions of the bilingual Brand Signature exist to serve the different markets the campaign with appear in. In Quebec, the French text must appear larger and more prominently than the English text. For all other bilingual markets, the English and French can appear at the same size.
Do's and Don'ts
Don't create new orientations.
Don't create new colour combinations.
Don't use the Shop Smarter lockup in association with any deals or sales.
Don't combine the Shop Smarter with any other lockups or Brand Signatures.
Do use the assets as supplied.
Do use the Shop Smarter lockup for the assets regarding the established digital capabilities.
Do select the most appropriate bilingual lockup for the market the asset will appear in. When in doubt, it is best to use the Primary bilingual lockup.
Do use the orientation that best suits your composition.