Tier 3A: Urgent Events
Identity
Tier 3A events are sales events that have been flagged as being urgent by merch and/or promo teams. Sales can be deemed urgent if based on supporting data such as (1) sales figures and/or targets, or (2) as a reaction to competitive, concurrent sales events by competing retailers. These event lockups should be expressive and exciting while having an authoritative brand tone. The design system for Tier 3A events can apply to category events, annual retail events and deal-driven savings.
Tier 3A (Father's Day) identity
Identity components
Event lockup
Event lockups are typeset in our brand typeface in an authoritative tone (all caps) and set in CT Red.
Seasonal colour
The primary event colours should focus on the weekly seasonal colour and utilize a stronger presence of the dominant colour than Tier 3B (non-urgent) and be supported by the corresponding seasonal accent colour.
Lockup construction
Lockups should be set in all-caps, using a combination of font weights, which allows for each event to have its own personality. Use CT Eastman Roman Heavy 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 Heavy
C – Consistent leading
The annual retail event lock-up personalities fit within the Authoritative brand tone, which gives the sense of urgency and allows us to use expressive and exciting language with a strong visual presence with these sales. This approach distinguishes between urgent and non-urgent events, as well as distinguishing them from the other tiers of sales and events.
Note: for event lockups in the Authoritative brand tone, we use all-caps, rather than sentence case.
Tier 3 event lockups are set in the Authoritative tone, but in all-caps rather than sentence case
Lockup construction: dos and don'ts
Highlight the subject of the sentence
(and the sale) in CT Eastman Roman Heavy
Do not highlight the predicate of the sentence
Set the lockup in all-caps
Do not set the lockup in title case 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 3A event lockups use a combination of CT Red and CT White, with a heavy application of the dominant seasonal colour.
Lockup colour options
Always set the lockup in CT Red, or knocked out in white from the dominant colour. Ensure there is adequate contrast between the lockup and background colours.
Lockup in CT Red
Lockup in CT White
Colour schemes are always monochromatic – never mix two colours.
Always use monochromatic colour schemes
Never mix colours
Downloads
For the latest versions, please contact the Omni-Channel team.