Project
2021
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Design
Canadian Tire — Brand Design System
Information
Canadian Tire is one of Canada’s most recognizable brands and businesses—with a 100-year history of serving Canadians with essential products for making the most of life in Canada. Our challenge was to build a comprehensive and expressive visual system to maintain the brand’s integrity as it evolves into a complex omnichannel experience for its customers.
Client
Canadian Tire
A Canadian icon
We began by refreshing and streamlining a brandmark that has been in use since 1967.
Creating a unique visual language
The triangle is a distinctive aspect of our brand that has been in use for decades. We extended the graphic into a flexible device that can be used to frame or ground all types of photography, design, and messaging for both static and moving images.
Typography that can adapt to our many voices
We had the opportunity to evolve the brand’s typographic expression, creating a customized version of the Zetafonts typeface Eastman, with echoes of our iconic triangle and customized characters for use in retail.
Agency
T3 (Canadian Tire)
Team
Mo Bofill, Jeff Harrison, Justin Kowalczuk, Peter Robertson, Caroline Bruckner, Maddy Hanson, Christian Steffan, Alexa Forsyth, Heidi Ash
