What
Canadian Tire’s 100th anniversary (2022), saw the release of its updated iconic red triangle and green maple leaf logo; a modern, bold and confident take on its beloved classic. CT wished to enhance their new look with an audio logo that supports the brand promise of helping all Canadians succeed at every part of life in Canada.

Why
CT makes your life a little easier, a little more fun, a little safer, a little more certain, a little more memorable. CT is a practical, can-do place for a practical, can-do country. CT wished to reinforce this core brand purpose with an audio identity that’s as enthusiastic, optimistic, Canadian, inclusive and smart.

How
Instantly recognizable, CT’s inverted triangle is made up of three rounded points (or pillars). To enhance these pillars, an ascending three-note mnemonic celebrates the key emotive takeaway of each: Confidence, Positivity and Playfulness.

Sonic Branding

Brands are like people. How they look is how they’re seen. How they sound is how they’re heard.

Canadian Tire

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