Baby

Overview

The Baby category at Canadian Tire offers a variety of products designed and curated to outfit children of all ages with gear to keep them happy and safe. From in-store signage to paid media channels, Baby at Canadian Tire requires a consistent visual identity to build awareness, drive sales and create a cohesive experience.

A – Sample A-spot
B – Sample Flyer—Branded Category Slot
C – Sample Digital Flyer Filler Block
D – Sample Landing Page on CanadianTire.ca

Note: identity overview designs are conceptual only. Follow event direction as outlined by the Omni Style Guide.

Baby category logo

The Baby category has its own logo which should be used in place of the word Baby in headlines and lockups. It must appear in some form in all baby category creative.

This logo utilizes the secondary palette and a thick white keyline with rounded corners. It must always appear in lowercase and can be used on white or a coloured background. Do no adjust the thickness of the stroke.

Baby category lockups

When creating a Baby category lockup, the baby logo should be incorporated into the event name. All other copy should be set in titlecase CT Eastman.

A – Left aligned
B – CT Eastman Grotesque Medium
C – Equal spacing
D – Maintain outline on baby
E – Kids' purple (see colour palette for details)
F – Title case

Colour palette

The Baby category identity's colour palette takes inspiration from the established Kid's Purple that appears in store. With some slight variations, the Baby category will appear softer with three distinct secondary colours.

Primary colour palette

BABY PURPLE

PMS 531 C

CMYK 9 / 18 / 0 / 0

RGB 226 / 209 / 230

HEX #E1D0E8

LAVENDER

PMS 531 C @ 30% TINT

CMYK 2 / 7 / 0 / 0

RGB 247 / 237 / 255

HEX #F7EDFF

Secondary colour palette

TURQUOISE

PMS 320

CMYK 79 / 12 / 42 / 0

RGB 4 / 165 / 161

HEX #04A5A1

SUNRISE

PMS 131

CMYK 19 / 43 / 100 / 0

RGB 204 / 135 / 1

HEX #CC8601

CORAL

PMS 2031

CMYK 13 / 71 / 55 / 0

RGB 211 / 106 / 102

HEX #D66

Text only

KIDS' PURPLE

PMS 2582C

CMYK 45 / 80 / 0 / 0

RGB 171 / 78 / 196

HEX #AB4EC4

In-store/POP only colour palette

Due to the colour of our fixtures in store, the POP and In-Store teams will have access to one additional variation of the Baby colour. This colour is limited to the In-Store and POP channels and must NOT be used anywhere else.

MAUVE

PMS 530 C

CMYK 8 / 20 / 0 / 0

Colour application tiering

The Baby category can appear across any tier of promotional event. With this in mind, each level of tier must have a slight variation of colour application in order to create a hierarchy within the category. When applying the Baby creative, ensure you area applying the correct amount of colour for the tier or event that is being represented. For guidance on the colour application for the promotional event you are supporting, see the Omni Style Guide.

It is possible that two of these colour applications may appear in a single week which is why it is important to utilize the correct colour application in your composition. For instance, it is common for a Baby giveaway contest to occur at the same time as a tier 3 promotional event, such as Summer Baby Weeks. It's possible for both of these events to have messaging that appears in close proximity to each other, so each must appear slightly different in order to best communicate their different messages while maintaining the Omni identity.

Tier 4 Baby category

PRIMARY COLOUR APPLICATION

SECONDARY COLOUR APPLICATION

SUPPORTING COLOUR APPLICATION

EXAMPLE

BABY LOGO

Tier 3 Baby promotional event

PRIMARY COLOUR APPLICATION

SECONDARY COLOUR APPLICATION

SUPPORTING COLOUR APPLICATION

EXAMPLE

BABY LOCKUP APPLICATION

Baby marketing event/giveaway

PRIMARY COLOUR APPLICATION

SECONDARY COLOUR APPLICATION

SUPPORTING COLOUR APPLICATION

BABY LOCKUP EXAMPLE

Baby category colour classifications

Canadian Tire carries a wide assortment of products designed for every stage of a baby's development. We use our secondary colour palette to help visually categorize products to make shopping for baby that much easier. Regardless of the categorization, if information is related to a stage in a child's development, we will use a standard progression through the colours.

Turquoise will always refer to the earliest or first stage, Coral to the mid- or second stage and Sunrise to the final or third stage. If required, the Kids Purple can also be used to indicate a fourth stage. For any instances beyond 4 steps, please consult the BDS Team.