Tier 1B: Black Friday/Cyber Monday events
Identity
Black Friday is one of the largest promotional events of the calendar year. As a Tier 1 event, the design of Black Friday should be distinct and very on brand, to break through the competitive retail clutter.
Events such as Red Thursday, Early Access and Black Friday use the Primary identity, which is distinguished by its red, black and white colour scheme.
Primary Black Friday visual identity
Cyber Monday events use the same basic structure as the Primary identity, with a change in colour scheme to green, black and white.
Cyber Monday visual identity
Identity components
External pattern
A Triangle-based pattern may be applied to backgrounds to add energy without distracting from product images.
Internal pattern
The lockup contains a unique graphical element to create excitement and distinguish it from other events.
CT Soft Black
CT Soft Black is consistent through all Black Friday events (Red Thursday, Early Access, Black Friday, Cyber Monday).
Lockup construction
The Black Friday program includes a variety of lockups for all the events that occur leading up to and including the week of Black Friday. Regardless of the event, all event lockups use a combination of CT Eastman Grotesque Bold and Roman Heavy, with consistent spacing and an internal pattern.
Basic primary event lockup
A – Wordmark, set in CT Eastman Roman Heavy
B – Lockup is set flush-left
C – Internal pattern
Detailed primary event lockup
A – Detail copy, set in CT Eastman Grotesque Bold
B – Spacing is consistent with other Tier 1B lockups
C – Lockup is set flush-left
D – Event copy, set in CT Eastman Roman Heavy
Secondary event lockup
A – Event copy, set in CT Eastman Roman Heavy
B – Spacing is consistent with other Tier 1B lockups
C – Lockup is set flush-left
Always begin with the predesigned lockups, available in the downloads section of this page. Updates should be minimal, limited to wording only. If more substantial changes are required, please contact the Brand Design Systems Team at BrandSteward@cantire.com.
Orientation
Tier 1B event lockups each have a variety of orientations in order to best fit the needs of different channels. Always select the orientation that has the most presence in your layout.
A – Primary vertical
B – Primary horizontal 1
C – Primary horizontal 2
D – Secondary vertical
E – Secondary horizontal
Lockup variations
Tier 1B lockups must maintain the flexibility to prioritize a variety of different messaging. Message priority will be determined at an Omni-Channel level. Here are some common examples:
A – Basic Black Friday lockup
B – Red Thursday, prioritizing Black Friday
C – Early Deals lockup
D – Red Thursday priority
E – Basic Cyber Monday lockup
F – Cyber Sale is used for the extended duration of the sale for that week
Colour
Primary identity palette
The Primary identity contains tints and tones of CT Red, used to create a banded gradient between white, CT Red and CT Soft Black. Pattern colours are only for use in the internal/external patterns.
BLACK FRIDAY MAROON
Pattern colour
PMS 1815
CMYK 35 /100 / 100 / 50
RGB 105 / 12 / 13
HEX #660C0D
BLACK FRIDAY DARK RED
Pattern colour
PMS 704
CMYK 25 /100 / 100 / 25
RGB 152 / 27 / 30
HEX #981B1E
BLACK FRIDAY MEDIUM RED
Pattern colour
PMS 1645
CMYK 0 / 75 / 75 / 0
RGB 242 / 102 / 73
HEX #F26649
BLACK FRIDAY LIGHT RED
Pattern colour
PMS 1625
CMYK 0 / 50 / 50 / 0
RGB 246 / 150 / 121
HEX #F69679
Cyber Monday identity palette
The Cyber Monday identity contains tints and tones of CT Green used to create a banded gradient between CT White, CT Green and CT Soft Black. Pattern colours are only used for internal/external patterns.
CYBER MONDAY DARK GREEN
Pattern colour
PMS 357
CMYK 90 / 40 / 100 / 40
RGB 7 / 84 / 43
HEX #07542B
CYBER MONDAY MEDIUM GREEN
Pattern colour
PMS 348
CMYK 90 / 25 / 100 / 15
RGB 0 / 125 / 63
HEX #007D3F
CYBER MONDAY LIGHT GREEN
Pattern colour
PMS 346
CMYK 60 / 0 / 60 / 0
RGB 103 / 193 / 140
HEX #67C18C
CYBER MONDAY PALE GREEN
Pattern colour
PMS 352
CMYK 40 / 0 / 45 / 0
RGB 156 / 210 / 165
HEX #9CD2A5
Lockup colour options
The preferred colour scheme for Tier 1B lockups is white text over a black background; however, these colours may be inverted when the situation requires it. Do not place the lockups over a background that is not CT White or CT Soft Black.
Lockup colour options
The preferred colour scheme for Tier 1B lockups is white text over a black background; however, these colours may be inverted when the situation requires it. Do not place the lockups over a background that is not CT White or CT Soft Black.
Preferred colour scheme
Alternate colour scheme
Pattern
Tier 1B lockups feature internal and external patterns, both of which fade from a brand colour (CT Red or CT Green) to either CT White or CT Soft Black, using a banded gradient motif. The patterns are created using concentric instances of the Triangle Element.
Internal patterns are mandatory and may not be altered. External patterns are optional and may be scaled or rotated as needed.
A – External pattern
B – Internal pattern
External patterns may be rotated or resized to suit the layout
Pattern colour options
Patterns, whether internal or external, should always be created as a four-step banded gradient that transitions from a brand colour to either CT White or CT Soft Black. Here's how to make them:
A – CT Red
B – Black Friday Medium Red
C – Black Friday Light Red
D – CT White
A – CT Red
B – Black Friday Dark Red
C – Black Friday Maroon
D –CT Soft Black
A – CT Green
B – Black Friday Light Green
C – Black Friday Pale Green
D – CT White
A – CT Green
B – Black Friday Medium Green
C – Black Friday Dark Green
D – CT Soft Black
Downloads
For the latest versions, please contact the Omni-Channel Team.