Cunard guidelines usa

Brand Guidelines.

Cunard Brand Guidelines.

2

About these guidelines.

These guidelines are designed to help everyone at CunardÂŽ, and our partners, to use our brand with confidence and consistency.

Our brand is what sets us apart, defining our reputation and aspirations. By using it effectively we will better establish our leading position in the marketplace.

Once you start working with them and get used to them, you’ll find these guidelines have been designed to work with you and provide all the flexibility you need create the best work possible.

Contents. >

Cunard Brand Guidelines.

Contents.

3

1.0 Brand introduction.

1.1 Distinctly Cunard.

1.2 Brand values.

6.0 Design details.

5 5

2.0 Logo.

2.1 2.2 2.3 2.4 2.5 2.6 2.7 2.8 2.9

Master logo – stacked version.

7 Master logo – horizontal version. 7 Protecting our master logo.

8 Registrations and Trademarks.

9 Master logo sizes.

10 Master logo positioning.

10 Ship logos.

11 Master logo, the crest.

12 Cunard World Club logo.

12

3.0 Colour.

3.1 Primary palette.

3.2 Ship colours.

14 14

4.0 Typography.

4.1 Primary typeface.

4.2 Setting type - SangBleu Sans.

4.3 Secondary typeface.

4.4 Setting type - Akkurat Pro. 4.5 Tertiary typefaces.

4.6 Creating a hierarchy.

4.7 Brochure copy hierarchy.

5.0 Grid system.

5.1 5.2 5.3 5.4 5.5 5.6 5.7 5.8

Grid overview.

Lock up asset overview.

Keystone.

Graphic frame.

Graphic frame and base bar.

Lock up proportion overview.

Covers.

Image and copy layout.

16 16 17 17 18 19 20

6.1 Diamonds.

6.2 Maps.

6.3 Page tabs.

7.0 Tone of voice.

7.1 7.2 7.3 7.4 7.5 7.6 7.7

Tone overview.

Using tonal principles.

In practice.

Sample content.

Style guide.

Summary.

Lexicon.

34 35 36 37 - 38 39 - 40 41 42 - 43

8.0 Photography.

8.1 8.2 8.3 8.4 8.5

Hero.

Experience.

Reportage.

Application of brand imagery.

Destination imagery.

45 46 47 48 49

9.0 Application.

9.1 Advertising.

9.2 Brochure.

9.3 Digital Banners.

51 - 52 53 54

10.0 Contact.

10.1 Contact.

22 23 24 25 26 27 28 29

31 32 32

55

Cunard Brand Guidelines.

4

1.0 Brand introduction.

Contents. >

Cunard Brand Guidelines.

1.1 Distinctly Cunard.

5

The essential truth behind the Cunard brand is something no-one else can offer – true luxury on a grand scale.

This truth becomes real in every aspect of what makes us who we are - from the three Queens themselves, to the White Star Service® provided by our staff, and every element of what we offer our customers.

They are all distinctly Cunard.

It also needs to be true of the way we express the brand in every medium - everything we create should reflect the wider brand experience and thinking. And should always pass one sense-check - is this something that could only be Cunard?

These guidelines are designed to be a tool to help you make sure that everything we create passes that test.

1.2 Brand values.

Our brand values define us, both in our expression of the brand in any application and in our customers’ perception of who we are.

Gracious – a sense of respect and courtesy.

Authentic – reflects our heritage and principles.

Calm – everything is easy and free of stress.

Distinctive – an experience never to be forgotten.

Contents. >

Cunard Brand Guidelines.

6

2.0 Logo.

Contents. >

Cunard Brand Guidelines.

7

2.1 Master logo – stacked version.

The full colour stacked master logo is our preferred version and should be used wherever possible.

It should always be produced in Cunard gold and red. See page 13.

The mono version of the master logo is for black and white applications only.

CMYK

CMYK on black

Mono

Mono on black

2.2 Master logo – horizontal version.

The horizontal version of the master logo should only be used when there is minimum space available: ie. online banners or classified size advertising.

CMYK

CMYK on black

Mono

Mono on black

The mono version of the master logo is for black and white applications only.

Contents. >

Cunard Brand Guidelines.

8

2.3 Protecting our master logo.

The master logo can be used as a standalone logo or within the Cunard keystone holding device.

Avoid placing text or any other graphic object near the logo/ keystone. The minimum amount of room to leave around the logo is indicated by the clearzone.

The space around the logo should be 2xC (based on the C of the logo).

Keystone holding device

Contents. >

Cunard Brand Guidelines.

9

2.4 Registrations and trademarks.

The Cunard Crest

The Crest element of the Cunard master logo is a registered trademark.

Royal consent has been given by The Lord Chamberlain for the registration of this trademark by Cunard. Use of it in any promotional advertising or marketing material is subject to the following rules which must be adhered to:

◆◆ The Crest must always be used in its complete form and never dissected.

◆◆ The Crest must never be used as a watermark or have a conflicting background.

◆◆ The quality of any promotional

literature displaying the Crest must be high. Please contact your Cunard Marketing representative if there are any discrepancies or you require further guidance on this issue.

Ships’ registry.

Ships’ trademarks.

A ship’s registry must appear on all material printed in the United States that advertises voyages on that particular ship. This is a requirement of the U.S. Coast Guard. When referring to specific ships, use the appropriate registry as indicated:

Trademark symbols must appear with the ship name at the first mention on the copy and in the first most prominent position in all material printed in the United States. As with our identity, Cunard®, each of our ship names is trademarked:

Bermuda Registry

◆◆ Queen Mary 2® ◆◆ Queen Victoria® ◆◆ Queen Elizabeth®

◆◆ Queen Mary 2® ◆◆ Queen Victoria® ◆◆ Queen Elizabeth® ©2014 Cunard Line. Ships registry: Bermuda

Other trademarks.

Trademarks must appear at first mention in the copy and in the first most prominent position in all material printed in the United States.

◆◆ ◆◆ ◆◆ ◆◆ ◆◆ ◆◆ ◆◆ ◆◆ ◆◆ ◆◆ ◆◆ ◆◆ ◆◆ ◆◆

Cunard® Line Britannia® Club Restaurant Britannia® Restaurant Cunard World Club® Canyon Ranch SpaClub® Illuminations® Connoisseur Collection® Cunard® The Cunarder® CunardCare® Cunard ConneXions® Veuve Clicquot® Champagne Bar Cunard Insights® White Star Service®

There are no exceptions to the above.

Non USA Producers - please

Please contact your local Cunard Marketing representative for the full list of registrations and trademarks which are relevant to your country.

Marketing contact (see page 55)

contact your local Cunard for the full list of registrations and trademarks which are relevant to non USA countries.

Contents. >

Cunard Brand Guidelines.

10

2.5 Master logo sizes.

The master logo sizes shown here are specific to different size applications. Maximum size is dependent on paper format.

The master logo may be produced as a smaller size on the specified formats but not larger.

Maximum sizes A1 - 110mm

A2 - 80mm

A3 - 55mm

A4 - 40mm Exception for brochures - 60mm

Sizing is based on the width of the master logo.

A5 - 30mm 12mm/80px

Minimum size (all formats)

2.6 Master logo positioning.

The master logo should always be positioned centrally on a page’s horizontal axis.

For double page/split spreads, the master logo should be positioned centrally to one half.

Contents. >

Cunard Brand Guidelines.

11

2.7 Ship logos.

The Gold 871 ship logos (see page 13) are our preferred version and should be used wherever possible.

They should always be produced in Gold 871 unless printed on newsprint or black and white applications where the mono versions should be used.

Gold 871 (Pantone reference)

Black

Gold 871 on black

White out of black

Contents. >

Cunard Brand Guidelines.

12

2.8 Master logo – the Crest.

The Crest should only be used on its own when used as a detail within collateral or on the masthead of the Cunarder magazine.

Your ocean awaits.

Please see page 8 for details on using the Crest.

Design detailing within collateral.

Min. width: 9mm

2.9 The Cunard World ClubÂŽ logo.

The Cunard World Club is designed to recognise and reward loyalty to Cunard.

The programme operates on a tiered system and guests receive benefits according to their awarded tier.

The Cunard World Club also has its own dedicated identity which should be used wherever possible when referring to the club.

The space around the logo should be 2xC (based on the C of the logo).

Min. width: 40mm Contents. >

Cunard Brand Guidelines.

13

3.0 Colour.

Contents. >

Cunard Brand Guidelines.

14

3.1 Primary palette.

Black, gold, white and red are our primary colours. To maintain consistency and recognition they should be the lead colours in all applications.

For consistency it is essential that colours are reproduced as accurately as possible. Care must be taken in selecting the correct colour reference for different applications.

Black

Gold

White

Red

Silver

Pantone Process Black

Pantone 871

Pantone Process White

Pantone 485

Pantone 877

C0 M0 Y0 K100

C34 M34 Y64 K16

C0 M0 Y0 K0

C0 M95 Y100 K0

C46 M36 Y35 K15

R0 G0 B0

R174 G154 B100

R255 G255 B255

R254 G0 B51

R139 G140 B141

HEX 1d1d1b

HEX ae9a64

HEX ffffff

HEX e42313

HEX 8b8c8d

Queen Mary 2

Queen Victoria

Queen Elizabeth

Pantone 195

Pantone 268

Pantone 295

C30 M100 Y70 K30

C60 M70 Y0 K35

C100 M80 Y8 K54

R42 G13 B17

R13 G12 B42

R0 G32 B79

HEX 660000

HEX 330066

HEX 00204f

Silver is only to be used for promotions.

3.2 Ship colours.

When creating applications that relate to a specific ship, the following colours can be used as a complement to the primary colour palette.

Contents. >

Cunard Brand Guidelines.

15

4.0 Typography.

Contents. >

Cunard Brand Guidelines.

16

4.1 Primary typeface.

SangBleu Sans is our elegant and distinctive primary typeface. It should be used in all communications.

SangBleu Sans should only ever be used in Light and Light Italic weights.

Black text should only be used as a minimum of 80% black and a maximum of 90% black.

SangBleu Sans can be purchased from swisstypefaces.com foundry.

4.2 Setting type – SangBleu Sans.

Body copy on standard A4 and A5 communications should be 9/12pt with 0pt tracking.

When setting text you should use size and colour to help the reader navigate.

ABCabc ABCabc Light 72pt

Light Italic 72pt

ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 £&?

ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 £&?

Light 16pt, 80% black

Light Italic 24pt, 80% black

In body copy use leading that is approximately 130% of the typesize, eg 9pt/12pt 9pt, leading approx 12pt, tracking 0pt, 80% black

Contents. >

Cunard Brand Guidelines.

17

4.3 Secondary typeface.

Akkurat Pro is our secondary typeface and can be used for body copy in printed communications.

It should be used where SangBleu Sans is too large or has to be reduced to a size less than 9pt to fit copy on the page. It can also be used for terms and conditions.

Akkurat Pro should only ever be used in Light and Regular weights.

Akkurat Pro can be purchased from lineto.com type foundry.

4.4 Setting type – Akkurat Pro. Body copy on standard A4 and A5 communications should be 9/12pt with -15 (indd) and -3 (QXD) tracking.

When setting text you should use weight, size and colour to help the reader navigate.

ABCabc ABCabc Light 72pt

Regular 72pt

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 £&?

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 £&?

Light 16pt, 80% black

Regular 20pt, 80% black

In body copy use leading that is approximately 130% of the typesize, eg 9pt/12pt 9pt, leading approx 12pt, tracking -15pt, 80% black

Contents. >

Cunard Brand Guidelines.

18

4.5 Tertiary typefaces.

Zurich Cn is our tertiary typeface.

It may only be used for small print and terms and conditions.

ABCabc 72pt

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 £&?

6pt, 80% black

If the typefaces SangBleu Sans and Akkurat Pro are unavailable then please use Arial.

ABCabc 72pt

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 £&?

16pt, 80% black

Contents. >

Cunard Brand Guidelines.

19

4.6 Creating a hierarchy.

When setting text you should use size and colour to help the reader navigate.

Main headlines (Gold C:34 M:34 Y:64 K:16) SangBleu Sans Light Largest point size on page

Subhead to introduce paragraphs.

“ Light Italic can be used for quotes.�

(Gold C:34 M:34 Y:64 K:16)

Gold, 90% Black or White dependent on background.

SangBleu Sans Light Around 20% - 30% smaller than main headlines.

SangBleu Sans light italic should only be used for quotes in large point size i.e. 15pt when body copy is 9pt.

Secondary subhead for divisions within body copy.

(80% black C:0 M:0 Y:0 K:80) SangBleu Sans Light Around 20% - 30% smaller than subheads.

Body copy.

(80% black C:0 M:0 Y:0 K:80) SangBleu Sans Light Around 10% - 20% smaller than secondary subheads.

On standard A4 and A5 applications body copy should be 9pt.

Contents. >

Cunard Brand Guidelines.

20

4.7 Brochure copy hierarchy.

Leading: approx 130% e.g. 9pt - 12pt 12pt - 16pt Tracking: 0

Main headline.

(Gold C:34 M:34 Y:64 K:16) SangBleu Sans Light 16pt

“ Light Italic can be used for quotes.”

Gold, 90% Black or White dependent on background.

SangBleu Sans light italic 15pt

Subhead to introduce paragraphs.

(Gold C:34 M:34 Y:64 K:16)

12345

SangBleu Sans Light 13pt

Folios and footers (Gold C:34 M:34 Y:64 K:16) SangBleu Sans Light 9pt

Secondary subhead for divisions within body copy.

Max 5mm

(80% black C:0 M:0 Y:0 K:80) SangBleu Sans Light 11pt

Body copy.

(80% black C:0 M:0 Y:0 K:80) SangBleu Sans Light / Akkurat Light Pro 9pt

Design details and keylines (see page 30) (70% black C:0 M:0 Y:0 K:70) Stroke 0.25pt Maximum height 5mm

Terms and Conditions (80% black C:0 M:0 Y:0 K:80) Zurich Light Condensed

Contents. >

Cunard Brand Guidelines.

21

5.0 Grid system and lock up.

Advertising and general collateral.

Contents. >

Cunard Brand Guidelines.

22

5.1 Grid overview.

1/6 X

1/6 X

Our design lock up is based on a simple grid system that divides a page height into equal sections (X).

1/6 X X X

All elements of the design lock up relate specifically and proportionally to the value of X.

Grid proportion guide: Format

X=

Single page portrait

1/12 page

DPS

1/10 page

6 Sheet

1/12 page

Bookends

1/12 page

Horizontal page strip

1/10 page

X

The number of Xs per page is dependent on the format of the application being created.

E.g. On a single page portrait format X =1/12 page.

X X X X X X X X X 1/6 X

Gutter width 1/6 of X

Contents. >

Cunard Brand Guidelines.

23

5.2 Lock up asset overview.

Our graphic lock up is based on a simple grid system. Several elements come together in the lock up to create a visual identity that is distinct and ownable.

Cunard logo (keystone version) Graphic frame

Your ocean awaits.

Black and red base bar

Ship logos

When the logos sit on newsprint they should be reproduced in white. When the print is of a high quality then the logos should be reproduced in Gold 871.

Contents. >

Cunard Brand Guidelines.

24

5.3 Keystone.

The Cunard keystone should always equal 1X. It should be 100% and contain the full colour stacked logo.

X

X X

Whenever possible the keystone should be positioned at the top of the page with central alignment.

X

The only exception to this is on double page applications where a page fold will interfere with the logo. In this case the logo should be centred to the left or right hand page.

X X

The keystone is not a compulsory design element. The logo can also appear as a standalone.*

X X X X

Double page spread

X

*No keystone

X X Contents. >

Cunard Brand Guidelines.

25

5.4 Graphic frame.

1/6 X

1/6 X

Inspired by the profile of our ships, the graphic frame provides a distinct and ownable design language across all communications.

X X X

The graphic frame should be applied in proportion to X on the grid.

X

It should always be Cunard Gold (see page 13) and overlaid at 50% opacity.

X X

The frame should always sit in front of the black section of the base bar, but behind the red section. Other than the red base bar, no graphic elements should ever sit on top of the frame.

X X X

Designer notes:

X

Due to the transparency, the golden side bars should always be coloured in non-spot colour, even if there is a spot colour of PMS871 available.

The graphic frame should not be used on solid colour backgrounds.

X X

2/3 X

2/3 X

Contents. >

Cunard Brand Guidelines.

26

5.5 Graphic frame and base bar.

Depending on application the graphic frame can be applied in different ways.

X X

The base bar consists of a large black bar and a thinner red strip.

It is inspired by the distinct design of the Cunard Queen’s hulls. It is used as a holder for the ship logos and other important copy.

X X X X

The proportions of the base bar are as follows: Total black and red = 1X Black = 5/6X Red = 1/6X

X X X

The black section of the base bar should always sit behind the graphic frame. The red section should always sit on top.

Ship logos should be positioned centrally using the Q as a spacing guide.

Landscape

X X X

5/6 X 1/6 X

Portrait base bar

When creating a double page spread or split design the base bar should not stretch across the full page.

Double page spread/split design

Portrait

Contents. >

Cunard Brand Guidelines.

5.6 Lock up proportion overview.

27

1/6 X

Please note that this example is a single page portrait format where X = 1/12 page height. The value of X varies between different applications.

1/6 X

1/6 X

1/6 X

1/6 X X

X X

Your ocean awaits.

X X X X 50% Page X X X

The grid also allows space below the red base bar to place Ts&Cs or the ABTA or ATOL brands. In press advertising this is essential as it helps with inconsistent bleed and trimming of the red base bar.

Your ocean awaits.

X X X

See page 50-51 for examples.

5/6 X 1/6 X

2/3 X Single page portrait option 1

2/3 X

2/3 X

2/3 X

Single page portrait option 2

Contents. >

Cunard Brand Guidelines.

28

5.7 Covers.

All collateral should follow the same grid and design principles as ad layouts.

When required, the logo on covers can be scaled for greater impact.

Contents. >

Cunard Brand Guidelines.

29

5.8 Image and copy layout.

Collateral layout follows a simple and flexible grid system.

Spreads should be clean and spacious allowing the information to be easily navigated. Varied layouts help to hold the reader’s interest from page to page.

Images need to tell a story and should be arranged eclectically on the page. To give the images space and to avoid cluttering, few images scaled to a large size should be used, rather than lots of small images.

Images may bleed off the page but on no more than two sides.

When laying out text, hierarchical copy principles should be followed (page 18). Headlines, subheads and important information may sit across multiple columns and, where possible, should be centrally aligned.

Lorem ipsum dolor sit amet, consect etur adipiscing elit.

Nunc laoreet cu rsus congue.

Suspendisse vel ante ut sem gravida fermentum ut ac tortor. Phasellus porta feugiat dolor laoreet bibendum. Fusce accumsan leo quis orci lacinia, sit amet rhoncus tortor elementum.

Nulla imperdiet risus ffnec dolor semper, tristique iaculis.

Body copy should always run in columns that are 4 grid squares in width. It must always be left aligned.

Nulla adipiscing risus iaculis est fermentum, nec laoreet massa inter dum. Aenean hendrerit interdum elit et pretium. Nullam porta nisi eu mass iaculis cursus. Suspendisse potenti.

Nunc sit amet pharetra orci. Etiamdv volutpat laoreet diam, at commodo urna venenatis vel. Etiam rutrum rutr um mattis. Nulla sagittis ipsum purus.

Pellentesque habitant morbi tristique senectus et netus et malesuada fames turpis egestas. Duis tincidunt malesua volutpat. Etiam sit amet suscipit mag.

Sed euismod, elit in semper consectetur, quam felis lobortis tortor, eget tincidunt leo lacus in mauris. Vestibulum dfdfr crvrvrv consectetur dui sit amet mollis tincidunt. Donec mattis adipiscing turpis vitae fvr blandit. Curabitur eu facilisis sapien. Pellentesque eget sapien nec ante condimentum euismod. Ut nibh leo, interdum et ullamcorper in, auctor sit amet dolor. Mauris porta commodo urna, id porta ligula condimentum in.

Cras id rhoncus neque, et convallis magna. Nam tincidunt venenatis laor Ut et neque porta, molestie lectus vel, mollis turpis. Ut eleifend, ante in tristique lobortis, ante nulla bibendum mi, at vulputate risus enim et odio. volutpat venenatis.

Duis et

Copy should never be justified.

vel nibh tincidunt hendrerit. Mae cenas malesuada commodo mauris ac tristique. Nullam ornare egestas fcdc libero eget aliquet. Quisque malesuada aliquam magna id scelerisque. Integer vitae quam et metus dignissim ornare quis ac urna. Proin vitae nulla a sem commodo pretium vitae in lacus.

“I can’t put into words what if feels like to walk onboard any Queen.”

Lorem ipsum dolor sit amet, consect etur adipiscing elit. Nunc laoreet cu rsus congue. Suspendisse vel ante ut sem gravida fermentum ut ac tortor.

Phasellus porta feugiat dolor laoreet bibendum. Fusce accumsan leo quis orci lacinia, sit amet rhoncus tortor elementum. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nu rhoncus nisi id tincidunt feugiat. Sed a ultrices nunc.

Vestibulum vestibulum, eros ac ulla mcorper aliquam, ante odio fermentum lectus, non suscipit ligula enim a ligula.

Nam lorem sem, mollis id pretium a, semper non orci. Vestibulum et volutpat leo. Mauris rhoncus lorem diam, ac tincidunt libero cursus vel. Vestibulum imperdiet sapien vitae diam eleifend accumsan. Praesent in nibh sed purus malesuada vestibulum vel ut tortor.

Maecenas at malesuada lectus, sed ullamcorper arcu uis ac sagittis qua.

Duis iaculis bibendum dolor, eu cong

ue enim hendrerit in. Proin sed massa te mpus, dapibus libero eu, pulvinar lorem.

In dapibus, odio in eleifend. Cras nec nulla ghle ctus. Nam convallis nunc id risus suscipit, sit amet mollis orci aliquet.

Sed euismod, elit in semper consectetur, quam felis lobortis tortor, eget tincidunt leo lacus in mauris.

Distinctly Cunard

The great outdoors, as experienced with us.

Nulla adipiscing risus iaculis est fermentum, nec laoreet massa inter dum. Aenean hendrerit interdum elit et pretium. Nullam porta nisi eu mass iaculis cursus. Suspendisse potenti.

Nunc sit amet pharetra orci. Etiamdv volutpat laoreet diam, at commodo urna venenatis vel. Etiam rutrum rutr um mattis. Nulla sagittis ipsum purus. Pellentesque habitant morbi tristique senectus et netus et malesuada fames turpis egestas.

Lorem ipsum dolor sit amet, consect etur adipiscing elit. Nunc laoreet cu rsus congue. Suspendisse vel ante ut sem gravida fermentum ut ac tortor. Phasellus porta feugiat dolor laoreet bibendum. Fusce accumsan leo quis orci lacinia, sit amet rhoncus tortor elementum.

leo facilisis, sodales elit ut, malesuada nibh. Nullam non eros quis sapien vvrv

Suspendisse potenti. Proin adipiscing lacus

4

Visit cunard.co.uk | Call 0843 374 0000 | Contact your travel agent

5

4

Visit cunard.co.uk | Call 0843 374 0000 | Contact your travel agent

5

Contents. >

Cunard Brand Guidelines.

30

6.0 Design details.

Contents. >

Cunard Brand Guidelines.

31

6.1 Diamonds.

Diamonds are a great example of how design details on the ships translate well into graphic devices.

In a triple formation centred within a keyline, diamonds can be used as page dividers.

Divider (70% black C:0 M:0 Y:0 K:70) Fine stroke weight e.g. A4 = 0.25 Maximum height = height of C in logo

Your ocean awaits.

Singly, they can also be used as bullet points within copy and to mark points on maps.

Diamonds should be used with discretion. They should only ever be gold, white, black or grey (60% black).

Bullet/map marker

◆◆ ◆◆ ◆◆ ◆◆

Lorem ipsum dolor sit amet, consectetur.

Nulla a quam in elit aliquet lobortis.

Ut sed ante luctus, bibendum nulla consequat.

Proin id eros a tortor commodo ullamcorper.

Contents. >

Cunard Brand Guidelines.

32

6.2 Maps.

Simplified maps make it easy for the reader to navigate the route.

Venice

Akkurat Pro should be used for clear labelling.

Korcula Rome Naples

Designer notes:

Where possible route lines should be 0.33pt wide. Embarkation/ termination markers should have a 0.5pt outline and other ports should have a 0.25pt outline.

Istanbul

Volos

Hamburg

Athens

Southampton

Ephesus Bodrum

Mykonos

Olympia

Santorini

Rhodes Crete

Promotion

Queen Elizabeth

Queen Victoria

Tabs can be colour coded according to ship colours as referenced on page 13.

Queen Mary 2

Page divider tabs can be created in an art deco style taking inspiration from the ship’s interiors.

Distinctly Cunard

6.3 Page tabs.

Contents. >

Cunard Brand Guidelines.

33

7.0 Tone of voice.

Contents. >

Cunard Brand Guidelines.

34

7.1 Tone overview.

To reach a set of principles on how we express the brand in copy content, we took our lead from the brand values.

Brand Value

Tonal principle

Gracious

Sophisticated

Authentic

Confident

Calm

Effortless

Distinctive

Experiential

Contents. >

Cunard Brand Guidelines.

35

7.2 Using the tonal principles.

So, how do these principles actually break down into applications for Cunard’s tone of voice?

Sophisticated.

Experiential.

We know the people we talk to are knowledgeable and people of the world, often literally, who enjoy the finer things in life. So when we share information with them, it’s worth remembering it can be the tiny details that really count and get their attention.

Involve the reader directly in the content. What does it mean to them? How will it affect them? Why are they going to love and be excited by the experience, or even the anticipation of that experience?

Confident.

By which we don’t mean bullish patriotism, but rather the positive post-2012 Olympics sense of self-possession and inclusiveness, coupled with hints of old traditions and quirks recognised the world over.

When it comes to ocean-going luxury at a large scale, we’re the originators. We know what we’re doing, no-one does it better and you can put your total trust in us every step of the way. Alluding to our long heritage, and the experience that informs our service, in headlines and body copy, will help to establish our authority.

A touch of Britishness.

Effortless.

We go to great lengths to make sure that every moment of every passenger’s time with us is seamlessly pleasant, with no need for the faintest crease to cross a brow. Copy should adopt its own version of White Star Service, always being polite, a joy to read, making its point as simply and quickly as possible, and never overstaying its welcome.

Contents. >

Cunard Brand Guidelines.

36

7.3 In practice.

Some practical steps on how to use the tonal principles to inform tone of voice.

Sophisticated. ◆◆ By definition people who say they’re cool, aren’t.

Let people know what makes Cunard stand above any competition by implication rather than overt claims.

◆◆ Superlatives are usually unnecessary and it’s better to let the reader decide just how ‘amazing’, ‘incredible’ and ‘fantastic’ our services are for themselves.

◆◆ Always check and double-check your spelling and grammar, even when you’re pretty sure it’s right.

Best to be absolutely certain.

◆◆ Avoid over-ornate punctuation like semi-colons, unless grammatically necessary. And exclamation marks should only be used in the unlikely event of a genuine exclamation turning up in copy.

Confident. ◆◆ Don’t overstate your case – understatement implies confidence.

◆◆ Be certain - avoid the language of prevarication or using words that suggest hesitancy or uncertainty, like ‘may’ or ‘could’.

◆◆ If possible, avoid qualifiers, codicils, footnotes or anything leading to small print that suggests there are exceptions to the key point being made.

Effortless. ◆◆ Longer sentences are acceptable so long as they have

rhythm and flow. Otherwise, keeping each sentence brief and dealing with one specific point, makes them far easier to read.

◆◆ Once you’ve written something, read it back aloud to see whether you stumble over phrases, or run out of breath before you reach the end of a sentence.

◆◆ Again, when you’ve completed a first draft, take a look at it with a view to cutting 25% of the content. Is that adjective really necessary? Is the second half of that sentence really adding anything? If not, cut it.

Lightened up copy will always read better.

Experiential. ◆◆ Look to add plenty of ‘you’s and ‘your’s to help personalise the content.

◆◆ Put yourself in the reader’s position. What will they really

want to know about the subject at hand? How will it make them feel? Write about that.

◆◆ At the headline level, rather than the broad sweep

of ‘our service at tea is wonderful’, focusing on a smaller detail – the white gloves, the silverware, the varieties of cake – is more likely to grab attention and make the reader feel involved in the experience.

A touch of Britishness. ◆◆ Use UK English spelling – ‘colour’ rather than ‘color’, ‘recognise’ rather than ‘recognize’, ‘adviser’ rather than ‘advisor’.

◆◆ Outside of the previous point, remember it’s Britishness we’re looking for rather than Englishness.

◆◆ Highlighting subtle eccentricities is fine, but avoid playing up to clichés.

◆◆ Try to avoid long, multi-syllable words when a shorter one will do the job just as well.

Contents. >

Cunard Brand Guidelines.

37

7.4 Sample content.

A few examples of how the tonal principles would work in the field, describing ‘only on Cunard’ experiences.

The Cunard experience.

White Star Service.

Your ocean awaits.

Service as immaculate as a pair of white gloves.

Imagine a voyage where the horizons are endless, the luxury boundless, where you can dance effortlessly and wine, dine, mix and mingle.

Where you can try fencing, running, or swimming across the international date line.

Or, if you prefer, just go with the flow and drink it all in.

There’s plenty of time. There’s plenty of space.

And it’s all your own.

We pride ourselves on a service that goes above and beyond your expectations.

Old world courtesies.

White Star Service is the warm smile that welcomes you on embarkation, the white-gloved hand that serves you tea in the afternoon, and the polite yet friendly greeting in the corridor.

Little touches.

A meticulous attention to the tiniest detail ensures our ships and staff are always immaculately turned out. Doing things the right way to ensure that every aspect of your time on board is as enjoyable and luxurious as it can be. Whatever you need, nothing is too much trouble.

Our legacy.

Rooted in Cunard’s long maritime heritage, our White Star Service harks back to the golden age of travel, a tradition our staff continue to honour by maintaining impeccable standards every day.

Contents. >

Cunard Brand Guidelines.

38

7.4 Sample content.

Afternoon Tea at 3.30pm.

Anyone for tea?

What could be more British than afternoon tea? In fact, it’s so British it was started by a duchess, the 7th Duchess of Bedford, in the 1840s, to provide a break between luncheon and dinner.

It’s a tradition we observe each day, at precisely 3.30pm, as white-gloved waiters serve tea in the Queen’s Room, along with fresh scones with cream, and exquisitely-cut finger sandwiches.

As every tea-drinker knows, this acts as the perfect punctuation to the day.

Theatrical entertainment at sea.

West End, Far East.

On board each of our ships you’ll find our Royal Court Theatres. Indeed, on Queen Elizabeth® and Queen Victoria®, you can book one of the first ever private boxes at sea.

Not that it’s just the theatres themselves that are impressive.

On stage, the repertoire runs from lighthearted comedy to Shakespeare classics, and from spectacular musical productions to serious drama.

The performances aren’t restricted to the stage, either. If our shows have given you the bug, you can enjoy personal acting tuition from our RADA-trained actors, too.

Cunard Insights®.

Faces you’ll recognise, stories you won’t.

Amongst the people on board you might spot some familiar faces, including writers, actors, film-makers, politicians, explorers, scientists, historians, even the occasional astronaut.

Likely as not, it’s because they’ve been invited to inform, educate and entertain you as part of Cunard Insights, regular talks on contemporary issues by well-known experts and personalities.

Come along and you might see the likes of Margaret Atwood discussing her latest novel, Robert Powell talking about his life as an actor, or Lord Robert Winston on his medical career, all of them recent Cunard guest speakers.

Contents. >

Cunard Brand Guidelines.

39

7.5 Style Guide.

Flexibility in language through use of a varied vocabulary is important – it isn’t a sign of inconsistency but is simply a better use of language and adds interest as well as being more conversational.

Cruises/Voyages.

Transatlantic Crossings.

Guest/Passenger.

Cruise is the primary term for pre-cruise marketing. For the digital age it is the term people tend to search for and it is also the term which people who are considering their first cruise understand. Voyage can be used in copy to alternate with cruise or to elevate it. For example:

These are not referred to as cruises - Cunard offers a unique experience on a Transatlantic Crossing and the term differentiates that experience from a cruise. Alternatively, when referring to Transatlantic Crossings the term voyage can also be used to add extra variety in copy and is entirely appropriate. For example:

Both of these terms are appropriate depending on the situation and in most cases they can be interchanged.

Mediterranean Cruises – Cruising is the best way to see the world and Cunard has been learning its trade since 1840. We offer cruises which explore many of the world’s most beautiful destinations and there is no better way to explore. Queen Elizabeth offers a range of cruises in the Mediterranean including voyages which set sail from Rome, Venice and Athens.

However once on board the ship voyage is normally a more appropriate term which also lends an extra sense of grandeur to the experience. For example: Captain Wells, his officers and crew welcome you aboard this voyage to the Norwegian Fjords.

We hope you have enjoyed your voyage with us and look forward to welcoming you again soon.

Cunard has offered Transatlantic Crossings since 1840 and is the only company offering this unique voyage on a regular basis.

Sail with Queen Mary 2 on a Transatlantic Crossing between Southampton and New York this summer. If you choose a westbound voyage to New York you will appreciate arriving in this iconic city with no jet lag.

World Voyage.

The very special nature of this option means it is a voyage rather than a cruise. Likewise the longer sectors are best described as such. In each of these cases however, cruise is not wrong and can be used to add variety. This applies to pre-cruise marketing and documentation where voyage should be the primary term but cruise can also be used in copy to add variety and interest.

Passenger is normally the best term to use before sailing and when describing the journey itself. Someone is a passenger on Transatlantic Crossing and on a Mediterranean cruise.

Likewise, when we refer to our customers in the abstract or collectively they are passengers such as ‘The passengers and crew…’.

Once on board, guest is normally the best term to use as it has more luxury and service connotations. Guest is also a more suitable term for welcoming people to dinner in a restaurant or to a ball on board. For example: ‘Queen Mary 2 carries 2,600 passengers’ but ‘Our Britannia guests are invited to the Captain’s Cocktail Party tonight’.

‘Cunard has carried many passengers over the years from the world of politics’ but ‘Guests dining in the Queens Grill will enjoy a particularly special menu this evening’.

Contents. >

Cunard Brand Guidelines.

40

7.5 Style guide.

Dates.

Headlines.

Quotes.

Websites.

Dates should be written British style, with day, month, year, rather than month, day, year.

We don’t use ordinals, and there should be no comma after the month.

We always use full stops at the end of headlines and subheads. We don’t use initial caps within headlines except for the first word and proper nouns.

Web addresses are always entirely lower case, unless specified otherwise.

If a day of the week is included, there should be a comma after the day.

Bullet points.

For example, we would write: Friday, 24 January 2014.

When the bullet points follow on from a lead-in sentence, you:

When quoting someone, use double quote marks. Single quote marks should be used to mark out or identify items within text. They can also be used to denote scepticism about a term, though that’s unlikely to come up often here.

Direct quotes should be prefaced by a colon.

Quotes should be written in light italics.

We would not write: Friday, January 24 2014 or Friday, 24th January, 2014.

should treat each bullet point as a continuation of that opening sentence

Times.

We use the 12-hour clock, not the 24-hour clock, with the hours and minutes divided by a full stop, as follows: 9.00am.

3.30pm.

As we operate across time zones it may occasionally be necessary to put the time zone referred to in brackets after the time.

For example: 12.30pm (UK time).

Numbers.

We write the numbers one to nine in full, 10 and up as figures.

Exceptions would include percentages, decimals, addresses, sums of money, distances and speeds.

We include commas in figures of 1,000 and above.

The Commodore said: “My title should always begin with a capital ‘C’.”

Exclamation marks.

should, therefore, start each bullet point with lower case, unless it’s a proper name

No!

should only conclude that sentence with a full stop at the end of the final bullet point.

Contractions.

Any sentences that don’t follow on from that lead-in sentence should be treated as a separate point, at the end, and not included as a bullet, unless rewritten. In this format it’s best to avoid more than one statement in a bullet, as putting in a full stop mid-point but not at the end starts to look weird.

Contractions – for example using can’t rather than cannot and don’t rather than do not – can help to make copy content more accessible and engaging. They should be used in general customer-facing copy. There may be occasions – for example, a formal invitation – when a more formal style, without use of contractions, is more appropriate.

In other cases bullet points may be a series of connected points that follow from a statement, headline or subhead.

Currency.

These are to be treated as separate sentences.

US dollars are our on board currency and thus they should always be used when referring to paying for anything on board.

So, each one starts with an initial cap.

And each ends with a full stop, or appropriate punctuation.

You can even comfortably have two sentences in one of these. It really doesn’t matter.

We use lower case when referring to currencies in full, for example: dollars, yen, euros.

When referring to amounts of currency, the national abbreviation should preface the currency, for example: US$2,000, AUS$2,000.

Exceptions are pound sterling and the euro, where ‘£’ and ‘€’ are sufficient.

We don’t use ‘http://’ or ‘www’. in web addresses.

Cunard.

We refer to ourselves as a single entity, so we would say: ‘Cunard is celebrating its 175th anniversary in 2015’ and not ‘Cunard are celebrating their 175th anniversary in 2015’.

Cunard® vs Cunard Line®.

In all customer-facing or internal communications we refer to ourselves simply as Cunard.

Cunard ships.

The names of our ships should never be split across two lines in text. Always use the full name of a ship, unless absolutely impossible. If it is impossible use the abbreviations QE, QM2 and QV. The names of our ships are never prefixed with the definite article. So ‘Queen Mary 2’, but never ‘the Queen Mary 2’. And our ships should always be referred to as ‘she’, never ‘it’.

Contents. >

Cunard Brand Guidelines.

41

7.6 Summary.

Do. ◆◆ Use proper punctuation, even in a headline. ◆◆ Use words or phrases (flow, drift) that suggest the cadence of water. With subtlety.

◆◆ Imply and understate rather than over-sell. ◆◆ Say your line out loud to hear whether it flows naturally. ◆◆ Check back to see whether any words can be cut without losing meaning.

Don’t. ◆◆ Use terms that come across as boastful (best, biggest). ◆◆ Use contractions in headlines, unless it sounds strange if you do not.

◆◆ Try to tell the whole story in a headline. ◆◆ Use sea-faring puns. Or any other puns.

Contents. >

Cunard Brand Guidelines.

42

7.7 Lexicon.

Ships

Restaurants

The definite article is not used when talking about the three Queens, so we say ‘Queen Mary 2’ not ‘the Queen Mary 2’.

Queen Elizabeth Queen Mary 2 – Please note figure ‘2’ Queen Victoria

Asado Aztec Bamboo Britannia® Restaurant – Please note upper case ‘R’ on ‘Restaurant’.

Britannia Club – Please note, on occasion it may be necessary to say ‘Britannia Club restaurant’ for context. In this case ‘restaurant’ should have a lower case ‘r’.

Carvery Chef’s Galley Coriander The Courtyard Jasmine Kings Court – Please note no possessive apostrophe.

Lido – Please note, on occasion it may be necessary to say ‘Lido restaurant’ for context. In this case ‘restaurant’ should have a lower case ‘r’.

Lotus La Piazza Prime Princess Grill – Please note, on occasion it may be necessary to say ‘Princess Grill restaurant’ for context. In this case ‘restaurant’ should have a lower case ‘r’.

Queens Grill – Please note no possessive apostrophe. On occasion it may be necessary to say ‘Queens Grill restaurant’ for context. In this case ‘restaurant’ should have a lower case ‘r’.

Todd English - Please note, on occasion it may be necessary to say Todd English restaurant for context. In this case ‘restaurant’ should have a lower case ‘r’.

Bars and lounges.

Admiral’s Lounge Boardwalk Café Café Carinthia – Please note the accent on the ‘e’ of ‘café’.

Chart Room Churchill’s Cigar Lounge – Please note possessive apostrophe.

Commodore Club G32 Garden Lounge Golden Lion Grills Lounge Hemispheres Lido Pool Bar Midships Bar/Lounge Pavilion Bar Queens Room – Please note no apostrophe.

Sir Samuel’s Veuve Clicquot® Champagne Bar Winter Garden Yacht Club

The Verandah – Please note ‘h’ at end of ‘Verandah’. On occasion it may be necessary to say ‘Verandah restaurant’ for context. In this case ‘restaurant’ should have a lower case ‘r’.

Accommodations On board Queen Mary 2 Queens Grill Suites Include: Grand Duplex, Sandringham Duplex Apartment, Buckingham Suite Royal Suite, Queen Anne Penthouse Suite Queens Suite On board Queen Victoria and Queen Elizabeth Queens Grill Suites Include: Grand Suite Master Suite Penthouse Suite Queens Suite On board all three Queens stateroom – no capital ‘s’ – this is a generic term for rooms on board, except when being used in one of the proper names listed below.

Princess Grill Suite Britannia Staterooms Include: Club Balcony (Queen Elizabeth and Queen Mary 2 only).

Balcony stateroom Balcony (partially-obstructed view) stateroom Oceanview stateroom Deluxe Inside stateroom Standard Inside stateroom

Spa spa – Please note lower case ‘s’ when used generically.

Canyon Ranch SpaClub® – Please note, on first usage in body copy (not in headlines or subheads) this should include the Registered mark in superscript - Canyon Ranch SpaClub®.

Royal Spa and Fitness Centre

Shopping Royal Arcade shops Anya Hindmarch Book Shop Clarendon Fine Art Harris Tweed – Please note capital ‘T’ on ‘Tweed’.

Mayfair Shops The Ship’s Photographer

Swimming pools Lido Pool Minnows Pool Pavilion Pool – Please note, in this context, should always be used in this formation, not ‘The Pavilion’.

Sun Deck Splash Pool Terrace Pool

Contents. >

Cunard Brand Guidelines.

43

7.7 Lexicon.

Children’s facilities Night Nursery the Zone – Collective name for the three areas for children of different ages, including: – the Kids Zone – Please note no apostrophe in ‘Kids’.

– the Play Zone – the Teen Zone Please note lower case ‘t’ in ‘the’ for all of the above.

General 24 hour room service – Please note no hyphen, all lower case.

Afternoon Tea – Please note initial caps. Takes place each day at 3.30pm on all three Queens.

Cunard Insights® Cunard Weddings Cunarder’s Gallery/Cunard Place Cunardia/Cunardia Gallery Daily Programme – Printed daily notification of on board activities. e-brochure – Please note lower case ‘e’ and hyphen.

Empire Casino e-ticket – Please note lower case ‘e’ and hyphen.

art deco – Please note lower case ‘a’ and ‘d’.

Fares – Use a lower case ‘f’ in generic usage, but should be capitalised when part of a product name, for example ‘Cunard Fare’.

butler – Please note lower case ‘b’.

Fitness Centre

Captain – Always initial cap, whether used for a named individual or in a more generic sense.

flagship – As one word

champagne – Use lower case ‘c’, unless it is part of a proper name, or referring to the region of France.

Commodore – Always initial cap, whether used for a named individual or in a more generic sense. concierge – Used as a generic term rather than a title, so no capital ‘c’.

Cunard ConneXions® Internet Centre - Please note upper case ‘X’.

Games Deck Grand Lobby Illuminations® – Queen Mary 2’s cinema, planetarium and Cunard insights venue.

Library Liner/ocean liner – Though technically Queen Mary 2 is the only one of our three Queens that is a true ocean liner, all three Queens should be described as liners or ocean liners, rather than cruise ships or cruise liners, in passenger facing copy.

Log in – Use two words for verb use and one word as a noun, e.g. ‘Log in here using the login button’.

White Star Service – Please note capital ‘s’ on ‘Service’.

maitre d’ – Please note lower case ‘m’ and apostrophe after the ‘d’. Also, please note the ‘i’ in ‘maitre’ does not include a circumflex accent.

Our top five lexicon DOs and DON’Ts

Maritime Quest Medical Centre On board – Always two words in all usage planetarium – Please note lower case ‘p’.

◆◆ Do say staterooms or suites.

Don’t say cabins.

◆◆ Do say liners, ocean liners or ships.

Don’t say boats or cruise ships.

◆◆ Do say fares. Don’t say prices. ◆◆ Do say complimentary or free.

Purser’s Desk/Office Royal Court Theatre – Please note all initial caps.

Royal Academy of Dramatic Art (RADA) Sailaway Party sommelier – Please note lower case ‘s’.

Tour Office transatlantic – Please note lower case ‘t’ and lower case ‘a” when used generically rather than in the title of a cruise.

Transatlantic Crossings – Title of one of our regular cruises.

Voyage Personaliser Voyage Sales Office White Star Academy – Where our crew members are trained to achieve the standards of White Star Service.

Contents. >

Cunard Brand Guidelines.

44

8.0 Photography.

Our new brand imagery is an expression of the scale and luxury of the Cunard experience.

The following pages provide an overview, dividing the imagery into three territories.

Contents. >

Cunard Brand Guidelines

45

8.1 Hero.

Naturalistic imagery of passengers on board, making eye contact to demonstrate confidence and engage the viewer with the image.

Contents. >

Cunard Brand Guidelines

46

8.2 Experience.

Highlighting what passengers can enjoy on board the three Queens.

Contents. >

Cunard Brand Guidelines

47

8.3 Reportage.

Casual, documentarystyle shots.

Contents. >

Cunard Brand Guidelines.

48

8.4 Application of brand imagery.

Where possible images should be used in their full landscape format. When a portrait or panoramic format is necessary select images that can be cropped suitably to maintain the feeling of space and scale.

Avoid cropping the images too tight.

Use wider crops that give the sense of scale.

Ideal crop

Suitable crop

Unsuitably tight crop

Ideal crop

Unsuitably tight crop

Ideal crop

Unsuitably tight crop Contents. >

Cunard Brand Guidelines.

49

8.5 Destinations. ◆◆ ◆◆ ◆◆ ◆◆ ◆◆

Choose wide angle images that capture the scale of the destination.

Choose natural but interesting light and colour situations.

Avoid unnaturally blue skies and glossy artificial colours.

Choose images that capture a fresh take on familiar views and iconic landmarks.

Imperfect conditions and bold horizons add drama and help draw the audience into the picture.

◆◆ Avoid any image that looks staged - authenticity is essential. ◆◆ Avoid close up detail shots where there is no sense of place. ◆◆ When specific activities need to be portrayed show the bigger picture - e.g. for a safari,

use an image of animals on a vast backdrop rather than close ups that could have been taken in a zoo. For a market, show many stalls, not a close up of a product.

Contents. >

Cunard Brand Guidelines.

50

9.0 Application.

Contents. >

Cunard Brand Guidelines.

51

9.1 Advertising.

Single page advert.

Contents. >

Cunard Brand Guidelines.

52

9.1 Advertising.

Double page spread

Contents. >

Cunard Brand Guidelines.

53

9.2 Brochure.

Double page spread.

Contents. >

Cunard Brand Guidelines.

54

9.3 Digital.

Web banners.

Contents. >

Cunard Brand Guidelines.

55

10.0 Contact.

Jamie Paiko Manager, Cunard Marketing T +1 661 753 1030 E jpaiko@cunard.com

December 2014 Contents. >