Level 1b – Black Friday/Cyber Monday/Boxing Day
Overview
Level 1b events include Black Friday, Cyber Monday and Boxing Day. They are major retail events that happen once per year. These events are in a directly competitive environment and need to stand out and feel big. These events have a similar treatment and use a shared pattern, but have distinct lockups and colour palettes to distinguish between them.
Black Friday overview
Identity components
Black Friday lockup
Black Friday pattern
Colour palette
Black Friday events use a greyscale colour palette to separate from the other Level 1b events. SC Red can be used in the logo and save story but should not be a dominant colour.
Example creative
Black Friday lockup
Lockup construction
A – Modifier
B – Date Range
C – Lockup
D – Save Story
E – Legal/detail copy
F – Leading is based off x-height of modifier
G – 2× leading
When constructing a lockup always begin with the predesigned template. Modifiers can be altered to accommodate different line/word lengths, but should be kept as close to the original size ratio as possible.
Lockup orientations
Black Friday event lockups have 2 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
Black Friday pattern
Black Friday pattern
Black Friday alt pattern
The primary Black Friday pattern is black and dark grey. Use this as a first choice when creative needs permit. The lighter palette should be used in instances that feature darker products that need to stand out.
Cyber Monday overview
Identity components
Cyber Monday lockup
Cyber Monday pattern
Colour palette
Cyber Monday events use a signature Cyber Monday Green to separate from the other Level 1b events. SC Red can be used in the logo and save story but should not be a dominant colour.
Example creative
Cyber Monday lockup
Lockup construction
A – Modifier
B – Date Range
C – Lockup
D – Save Story
E – Legal/detail copy
F – Leading is based off x-height of modifier
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 orientations
Cyber Monday event lockups have 2 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
Cyber Monday pattern
Cyber Monday pattern
Cyber Monday alt pattern
The primary Cyber Monday pattern is composed of Black and Cyber Monday Green. Use this as a first choice when creative needs permit. The lighter palette should be used in instances that feature darker products that need a lighter background in order to stand out.
Boxing Day overview
Identity components
Boxing Day lockup
Boxing Day pattern
Colour palette
Boxing Day events use a red palette to tie them to the Holidays while separating them from the other Level 1b events. SC Red should be the dominant colour.
Example creative
Boxing Day lockup
Lockup construction
A – Modifier
B – Date Range
C – Lockup
D – Save Story
E – Legal/detail copy
F – Leading is based off x-height of modifier
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 orientations
Boxing Day event lockups have 2 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
Boxing Day pattern
Boxing Day pattern
The primary Boxing Day pattern is SC Red and SC Dark Red to create a tone-on-tone effect. Use this as a first choice when creative needs permit.
Lockup hierarchies
When creating our lockups for Tier 1b Events ensure the event name is significantly larger than the save story. These are large retail events and we want the title to be the top level in the hierarchy.
Pattern scale
When using the pattern across all level 1b events, crop in to the pattern in a way that can feel big and exciting. As a general rule to get an optimal crop, ensure no single chek in the pattern is entirely shown.
