Brandmark

Overview

The Sport Chek Brandmark consists of two options: the Full Brandmark and the Separated Brandmark.

Full Brandmark

Separated Brandmark

Full Brandmark

The Full Brandmark is a lockup of the Wordmark and Chek. It can be used anywhere on a layout once and should always align flush left with content.

Separated Brandmark

The Chek can separate from the wordmark allowing the wordmark a clean, modern presence, and to avoid “Chek overload”.

When the Chek separates from the wordmark, the Chek size increases to the match the width of the Wordmark.

Only minimal text content should fall between the Separated Brandmark elements. When there are images, buttons, etc. use the Full Brandmark.

The Wordmark must always appear above the Chek when using the Separated Brandmark or Chek Supergraphic.

Size relationship between text headings and Separated Brandmark elements

The optimum size relationship between a heading and Separated Brandmark elements is outlined in the diagram below. When a layout cannot accommodate this relationship due to Brandmark minimum size restrictions or content space requirements the Full Brandmark should be used.

A – Sport Chek Wordmark is equal to 1/2 the height of the heading's x-height. Wordmark clear space aligns with height of the heading.
B – Chek clear space aligns with the baseline of the heading unless a descender infringes on the clear space in which case it aligns to the halfway point of the descender.

Size relationship exception
One exception to this relationship is small horizontal layouts, ie. Leaderboard. In these cases the Separated Brandmark elements can be larger than 1/2 the x-height of the text heading. Learn more below.

Full Brandmark clear space

For maximum brand impact, avoid crowding the Brandmarks within a design by using 1/4 the width of the wordmark to create clear space around it.

A – 1/4 the width of the Sport Chek Wordmark

Separated Brandmark clear space

For maximum brand impact, avoid crowding the Separated Brandmark elements within a design by using 1/4 the width of the Wordmark to create clear space around it. An exception applies for small horizontal layouts, ie. Leaderboard. For these small horizontal layout use the height of the Wordmark to create clear space around it.

Clear space, as it relates to Separated Brandmark elements, is also the exact space to use between the Separated Brandmark element and the text content it frames.

Minimum Wordmark clear space is measured from the height of the font. Minimum Chek clear space is measured from the baseline of the font unless a descender infringes on the clear space in which case it is measured from the halfway point of the descender.

A – 1/4 the width of the Sport Chek Wordmark
B – Sample shows clear space is the exact space to use between the Separated Brandmark elements and the text content that it frames

Clear space exception for small horizontal layouts

C – Height of the Sport Chek Wordmark
D – Sample shows clear space is the exact space to use between the Separated Brandmark elements and the text content that it frames on small horizontal layouts

Minimum size

In order to maintain brand visibility and integrity avoid making the Brandmark too small. Always adhere to the minimum size for all Brandmarks in both print and digital applications.

A – The minimum size for all Brandmarks is 3/4" wide for print and 65px wide for digital applications.

Brandmarks – full colour

Both the Full Brandmark and Separated Brandmark are available for use in full colour in both, positive and reverse. When using the reversed logo on an image or colour, there must be ample contrast for visual impact and legibility. All white Brandmarks are only to be reversed out of SC Red.

Full Brandmarks

Separated Brandmarks

Do’s and don’ts when using reversed Brandmarks

Good contrast, impact and legibility

Weak contrast and impact with compromised legibilty

Good contrast, impact and legibility

Weak contrast and impact with compromised legibilty

Brandmarks – black & white

In rare instances where colour is not available, black and white versions of the Brandmark have been created. These may be used in newspapers, rubber stamps or embroidery to name a few. You should generally still be able to use the full colour Brandmark.

Full Brandmarks

Separated Brandmarks

Brandmark violations

Here are a few rules to ensure our Brandmarks remain consistent across all branded materials. If you're unsure whether or not something violates these brand standards, please email the Brand Design Systems team at BrandSteward@cantire.com.