Level 1a – Big Chek Event
Overview
Big Chek Events are one of our biggest sales opportunities. They are major equity events that occur multiple times per year. All applications need to feel important including occasions where seasonal opportunities require the use of category modifiers that need to be highlighted.
Identity overview
Example of Back to School Big Chek Event creative.
Identity components
Lockup
Big Chek Event has a customized vertical and horizontal lockup.
Chek Box
Our Chek Box is used in our core red colour to contain
images/products.
Implied Chek Box
The Implied Chek Box is used to contain images/products on coloured backgrounds.
Lockup construction
A – Event name modifier
B – Event lockup
C – Date range. Type size based on 0.5× modifier type size
D – Save story. Type size based on 1.5× modifier type size
E – Legal copy. At least smaller than 0.25× modifier size
F – Leading. Based on modifier x-height
G – 2× Leading
When constructing a lockup always begin with the predesigned template. Modifiers can be altered to accommodate to different line/word lengths, but should be kept as close to the original size ratio as possible.
Lockup hierarchy
When creating our lockups for Big Chek Events ensure the event name is significantly larger than the save story. These events have brand equity and we want the event title to be the top level in the hierarchy.
Orientation
Big Chek Event lockups have two 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
As an event with major brand equity we stay within our core colour palette for Big Chek Events.
Lockup colours
Big Chek Event lockups can be black/red on a white background or white on coloured backgrounds.
