Pet
Overview
The Pet category at Canadian Tire offers an opportunity to increase market share and awareness that we are a top destination for Pet care essentials. Our exclusive partnership with the Petco brand brings credibility and a greater assortment of premium products into our stores.
A – Sample Email A-spot
B – Sample Digital Banner
C – Sample Category Slot
D – Sample Digital Banner
Note: identity overview designs are conceptual only. Follow event direction as outlined by the Omni Style Guide.
Colour palette
The Pet category at Canadian Tire integrates our own brand colours with Petco's to create a cohesive experience across all channels. All Pet creative should use the CT/Petco Navy with accents of CT/Petco Blue. For any assets appearing outside of an owned channel, i.e. Paid Marketing or TV, we use CT Red to reinforce the Canadian Tire brand.
It's important to note the similarities between Canadian TIre's Pet category's identity and those of other Pet brand colour palettes. When creating assets for external channels, ensure there is a strong presence of the Canadian Tire brand elements an addition to the colour palette to effectively communicate Pet at Canadian Tire.
Primary colour palette
CT/PETCO NAVY
PMS 281
CMYK 100 / 78 / 0 / 57
RGB 0 / 32 / 91
HEX #00205B
CT/PETCO BLUE
PMS 297
CMYK 52 / 0 / 0 / 0
RGB 110 / 120 / 150
HEX #6EDCFA
CT RED
See Brand Colours page for more information
Petco exclusivity
Canadian Tire is the exclusive partner of Petco in Canada. When requested, an Only At brand endorsement can be used in combination with the Petco logo. For more information on how to create Brand partnership logo lockups and Brand endorsement claims, please refer to their respective pages.
Unique identity elements
Illustrations over image amplify the moment and bond shared between pet and parent. They can give pets a voice and personality or may depict an environment. Illustrations can act as a highlighting device for a special object (ex. toy, food, gear) or be a storytelling device to bring life and character to the pet-parent relationship.
Illustrations can be custom to each application and should be simple, playful and whimsical. They should be used in one colour and should evoke the connection shared between pet and pet parent or play up the personality of the individual pet.
When creating your illustration, keep the following in mind:
- Do not over complicate! Simplicity is key.
- Do not create illustrations that take away from the pet and pet parent bond.
- Do not create illustrations that compete with messaging.
- Do not use any other color line/stroke besides white (preferred) or navy.
- Do not use a super-thick line/stroke, nor a super thin one.
- Do not vary your stroke weight.
- Do not deviate or include other illustration styles.
- Do not create ambiguous illustrations.
As these elements are a direct call to the Petco brand, for up to date guidelines on these illustrations, please refer to the Petco Brand Guidelines.
Photography
Pet photography can be custom or stock photography. When using photography for the Pet category, ensure that it follows all Canadian Tire photography guidelines. Images can appear as lifestyle or closecut images on a solid background. The background must be one of the category colours.
When selecting an image, be mindful that it accurately represents an animal type that is supported at Canadian Tire.
Identity dos and don'ts
DO use images that highlight an emotional connection or the pet-parent relationship.
DO pair illustrations with images. Avoid use of images of illustrations only.
DO ensure assets used in external channels are representative of the Canadian Tire brand.
DO make custom illustrations to create a story or depict a personality or environment.
DON'T use any previous versions of the logo. The latest version of the Petco logo should only include the Petco logotype (with no illustration).
DON'T pair Petco colours with any additional brand colours.
DON'T change stroke color. Use only white (preferred) or navy.
DON'T use stand alone illustrations.