- Complete lockup must be used in endframes of motion pieces.
- In cross campaign usage, rules must follow those outlined by the brand signature page.
Canada's Christmas Store
Identity overview
Canada’s Christmas Store brand identity is designed with snowflakes, rich colours and celebratory pattern which play an important role when representing the season.
Identity components
Christmas Store lockup
A festive bow replaces the leaf and a custom type treatment is used for "Christmas".
Identity colours
Rich, deep, warm colours reflect the winter holidays bringing warmth to the season.
Unique elements
A series of snowflakes built from triangles are used as a pattern.
Canada's Christmas Store lockup
The Canada’s Christmas Store lockup follows the same foundational rules as all other category Brand Signatures. For more information on the Christmas Store lockup usage guidelines, please see the Brand Signature: Canada's Christmas Store page.
Colour
Canada’s Christmas Store colour palette is modern and warm and reflective of the winter holidays. The richer deeper colours allow for both the product to jump off the page but they also give you comfort in the season.
Primary identity palette
VINTAGE TRUCK
PMS 656C
C:20 M:100 Y:100 K:0
R:186 G:54 B:52
#BA3634
HOLLY BUSH
PMS 7427
C:0 M:100 Y:100 K:45
R:148 G:7 B:10
#94070A
EVERGREEN
PMS 554
C:100 M:75 Y:100 K:0
R:34 G:85 B:63
#22553F
MISTLETOE
PMS 7739 @85%
C:75 M:5 Y:80 K:0
R:57 G:174 B:104
#39AE68
DIGITAL TEXT
R:46 G:154 B:92
#309A5B
Secondary identity palette
FROSTED ICING
PMS Warm gray
C:0 M:0 Y:2 K:3
R:247 G:246 B:241
#F7F6F1
GREEN TINSEL
PMS 7541 C
C:3 M:0 Y:3 K:4
R:236 G:244 B:236
#ECF4EC
Snowflakes
The snowflake pattern is the main textural component for the Canada’s Christmas Store identity. No two snowflakes are the same and can be used in a number of applications such as backgrounds or seasonal wrapping paper.
When utilizing the snowflakes, create depth by using the three different sizes available.
The snowflakes are mostly white although in some cases where we need the product to pop off the background we can use a tone-on-tone approach to keep the product the main focus.
Vintage Truck background
Hollybush snowflakes
Snowflake opacity: 60%
Hollybush background
Vintage Truck snowflakes
Snowflake opacity: 50%
Frosted Icing Background,
Vintage Truck snowflakes
Snowflake opacity: 50%
Vintage Truck Background,
Frosted Icing snowflakes
Snowflake opacity: 50%
Mistletoe background
Evergreen snowflakes
Snowflake opacity: 50%
Evergreen background
Mistletoe snowflakes
Snowflake opacity: 60%
Green Tinsel Background,
Mistletoe snowflakes
Snowflake opacity: 50%
Mistletoe Background,
Green Tinsel snowflakes
Snowflake opacity: 60%
Wheatfield Background,
Lucky Loonie snowflakes
Snowflake opacity: 50%
*See Promotional Colour Palette page for the colour breakdown
Lucky Loonie background
Wheatfield snowflakes
Snowflake opacity: 50%
*See Promotional Colour Palette page for the colour breakdown
Skating Rink Background,
Peggy's Cove* snowflakes
Snowflake opacity: 50%
*See Promotional Colour Palette page for the colour breakdown
Peggy's Cove* Background,
Skating Rink snowflakes
Snowflake opacity: 50%
*See Promotional Colour Palette page for the colour breakdown
Motion
The intent of motion is to add a whimsical and festive touch to compositions. Motion should be used subtly and should not distract from the message or product.
When animating CT snowflakes in any application make sure there is an even distribution of snowflakes. Try to keep the number of snowflakes in application to between 10–15 and evenly spaced.
Each CT snowflake should look as if they are both floating and rotating gently through the application. The speed of each snowflake fall can vary slightly depending on scale. The larger the flake, the faster they fall. The reason for this is to create an implied atmosphere and dimension. Each CT snowflake can rotate in both clockwise and counterclockwise. The speed of rotation should match the same speed as the snowflake fall.
CT snowflakes can be used to transition between footage and supers or vice-versa. When doing so the snowflakes should transition opacity or fade in or out. Never use CT snowflakes at 100% opacity over footage or full photography.
The Canada's Christmas Store lockup should be used in all related motion pieces. There may be instances where smaller motion pieces will not allow for the complete lockup on all frames. Please note that it is acceptable to separate the Canadian Tire Gifting Bow and Canada's Christmas Store wordmark within motion pieces. However, please note that the complete Canada's Christmas Store lockup should always be used on the end slate of the animation where possible.
CT Gifting brandmark appearing mid-animation.
Complete Canada's Christmas Store lockup appearing on the end slate.
Usage with other promotional campaigns
When using the Canada's Christmas Store lockup with other identities, usage rules mirror those set up for our Brand signature, which can be found here.
The Canada’s Christmas Store Wordmark can be used in isolation or by itself as long as it’s used within proximity to the CT Gifting Brandmark. By proximity we mean you must be able to see both the Wordmark and the CT Gifting Brandmark at the same time, but they don’t need to be locked together.
Dos and don'ts
Do use a variety of snowflake designs and sizes.
Don't create new snowfake designs
Don't recolour the snowflakes
Don't mimic the custom "Christmas" typography in your composition.
DO feature Canada's Christmas Store lockup on the end slate of motion compositions.
