Tier 3B: Non-urgent events
Identity
Tier 3B events are sales events that are important to highlight to the consumer, but do not meet any particular sales or compete targets. Non-urgent events should be the default, or preferred style of Tier 3, so as to maintain contrast with urgent events. These event lockups should be expressive and approachable while having a Humanistic Brand Tone. The Design System for Tier 3B events can apply to category events, annual retail events and deal-driven savings.
Tier 3B (Father's Day) identity
Identity components
Event lockup
Event lockups are typeset in our Brand Typeface in a Humanistic tone (title case) and set in the dominant seasonal colour.
Seasonal colour
Tier 3 events use the seasonal colour palette with a heavy application of the accent colour.
Lockup construction
Lockups should be set using a combination of font categories and weights, which allows for each event to have its own personality. Use CT Eastman Roman Extrabold to emphasize the subject of the sale and CT Eastman Grotesque Bold for the rest of the copy.
A – CT Eastman Grotesque Bold
B – CT Eastman Roman Extrabold
C – Consistent leading
The annual retail event lockup personalities fit within the Human Brand Tone, which gives a sense of fun and excitement without sounding loud. This approach allows annual retail event lockups to look consistent while distinguishing them from the other tiers of sales and events.
Note: for event lockups in the Human Tone, we use title case, rather than sentence case.
Tier 3 event lockups are set in the Human Tone, but in title case rather than sentence case.
Lockup construction: dos and don'ts
Highlight the subject of the sentence (and the sale) in CT Eastman Roman ExtraBold.
Do not highlight the predicate of the sentence.
Set the lockup in title case.
Do not set the lockup in ALL CAPS or sentence case.
Orientation
Tier 3 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 – Vertical
B – Horizontal
Colour
Tier 3 event lockups use a combination of CT White and a seasonal colour, with a heavy application of the accent colour.
Lockup colour options
Always set the lockup in either CT White or the dominant (full-value) seasonal colour. Ensure there is adequate contrast between the lockup and background colours.
Lockup in dominant seasonal colour.
Lockup in CT White.
Colour schemes are always monochromatic—never mix two colours.
Always use monochromatic colour schemes.
Never mix colours or shades.
Downloads
For the latest versions, please contact the Omni-Channel Team.