Brand colours

Our primary brand colours are red and white. They are used to provide simplicity and consistency throughout all of Canadian Tire's brand communications.

Although green is a part of our Brandmark we use it sparingly. This is why we've classified it under the secondary palette and use it as an accent.

Secondary 

Brand colour palette: usage guide

The colour palette is applied differently across 3 key platforms:

Marketing & comms

In marketing and comms applications, CT Red and CT White are the primary colours. while CT Soft Black, CT Green and CT Steel are used sparingly.

Digital

Within digital applications (website), CT White is used predominantly as a neutral background along with CT Steel. CT Soft Black is used for typography and accent elements. CT Red is saved for the Canadian Tire Brandmark, key pricing and special call-outs. CT Green is also used as an accent colour and for functional iconography.

In-store

The in-store experience uses CT White, CT Steel and CT Soft Black to create a modern and fresh look, while it also provides a blank canvas for CT Red in the Brandmark and key messaging to shine. CT Green is again used for functional and utility signage. 

Colour and accessibility–digital 

When it comes to the use of colour, websites and web content (ex. display ads and emails) must have distinguishable content. This means colours must accommodate people with limited colour vision or colour blindness. With colour deficiency affecting one in 10 males in Canada and one in 200 females worldwide, ignoring colour contrast standards means losing a significant portion of potential customers. 

As a general rule, always ensure content has at least 50% difference in contrast. Check your colour combinations using an online tool to ensure it passes requirements.

Approved primary colour combinations 

Here are a few pre-determined combinations:

Brandmark use on CT Soft Black or dark backgrounds 

While we encourage designers to use the iconic CT Red, there are times when the brandmark will need to sit on CT Soft Black or a darker background. When this happens, continue to use the approved Brandmark variations. Remember, any placement of the Canadian Tire Brandmark on a CT Soft Black or darker background must be approved by the Canadian Tire Brand Team.

Here are the approved colour combinations using CT Soft Black: