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f o r T H E A M ERICAS


BRAND GUIDELINES 2 0 1 2 CON T EN T S

P AGE

IN T RODUC T ION

3

s e c t i o n 3 : T H E IDEN T I T Y a pp l i e d : t e mp l a t e s a n d s a mp l e s 25

s e c t i o n 1 : th e c u n a r d b r a n d

4

3.1

Cunard Master Brand Brochure Covers

25

1.1

The Cunard Experience

4

3.2

Red Stripe

26

1.2

Distinctly Cunard

5

3.3

Letter Size: Portrait Front Cover

27

3.4

Letter Size: Landscape Front Cover

28

3.5

8.5’’ x 5.5’’ (216 mm x 140 mm): Portrait Front Cover

29

3.6

Stationery

30

3.7

Cunard World Club

31

s e c t i o n 2 : th e c u n a r d IDEN T I T Y 7 2.1

Brand Colours

7

2.2

Brand Identity

8

i Ships’ Registry ii Identity Variations iii Minimum Sizes iv Clear And White Space Around The Identity v Master Brand Identity Variations vi Ship Identities vii Identity Applications

9 10 11 12 13 14 16

2.3

Photography

17

s e c t i o n 5 : P OLICIES AND P ROCEDURES 35

2.4

Typefaces

18

5.1

2.5

Terminology

19

f o r T H E A M ERICAS 2

P AGE

s e c t i o n 4 : c u n a r d BRAND H IS T OR Y 32 4.1

Sir Samuel Cunard

32

4.2

Transatlantic Roots

33

4.3

Cunard Through The Years

34

Marketing Approval

35


BRAND GUIDELINES 2 0 1 2 int r odu ction

W

e l c o m e

t o th e C u n a r d B r a n d G u i d e l i n e s This information has been designed and presented to ensure that the Cunard brand is marketed in an appropriate and consistent manner. It is essential that the heritage, quality, elegance and reliability of one of the world’s leading brand names is upheld and adhered to in all circumstances. To help guide you, we have separated the information into distinct, user-friendly sections.

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You’ll find everything from Brand History & Positioning, Identities and Typefaces, Colour and Photography to sample Templates, Stationery and rules surrounding the use of any Cunard material. Please read these guidelines carefully and ensure that they are implemented as rigorously as possible. Thank you in advance for your cooperation.


BRAND GUIDELINES 2 0 1 2 s e c t i o n 1 : th e c u n a r d b r a n d

1 . 1 T H E cun ar d e x p eri en ce Step aboard The Youngest Fleet in the World to experience the luxury and excellence which defines Cunard so eloquently. With over 170 years of maritime heritage, Queen Mary 2®, Queen Victoria® and Queen Elizabeth® uphold Cunard’s finest traditions of impeccable service, luxurious accommodation and exquisite dining aboard magnificent ships more famous than any others afloat. The three largest Cunarders ever built provide the perfect modern day stage from which to experience the new golden age of ocean travel.

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WHAT IS THE CUNARD EXPERIENCE? Five key characteristics (Brand Pillars) underpin the unique Cunard experience: UNIQUE LEGACY A famous and trusted brand which delivers the finest traditions at sea. Our guests experience a unique sense of occasion and community with like-minded guests on board ocean liners rich in heritage. GRANDEUR AND ELEGANCE Luxury, elegance and glamour pervade the Cunard experience. Exquisite dining and grand social occasions in spectacular ballrooms, lounges and restaurants provide the perfect backdrop for unforgettable occasions. WHITE STAR SERVICE Cunard’s reputation for impeccable service begins at our White Star Training Academy. From the classic white gloved greeting on embarkation to the attentive service you receive from your Stateroom Steward, no detail is overlooked. BRITISH SIGNATURES As a famous British name, known around the world, our cosmopolitan guests appreciate our Britishness. The Cunard ships are known for their British style and traditions on board, such as the daily ritual of White Gloved Afternoon Tea. MEMORABLE VOYAGES The iconic Cunard Queens offer a unique and inspirational experience to all guests wherever they sail. Our ships sail to the most popular destinations around the world and continue to offer the unique Transatlantic Crossing and the most famous World Voyages.


BRAND GUIDELINES 2 0 1 2 s e c t i o n 1 : th e c u n a r d b r a n d

1 . 2 DIS T INC T L Y CUNARD

DISTINCT settings

To sail on a Cunard ocean liner, is to fulfil a dream. From the shamelessly indulgent levels of service and luxury on board to the thrill of being greeted by crowds of excited shoreside spectators – a Cunard ocean voyage is a reminder that the journey is as much a reason to travel as the destination itself.

THE QUEENS ROOM Beautiful ballrooms with authentic dance floors provide the ideal setting for glamorous evenings.

THE GRAND LOBBY The heart of each ship which provides a magnificent first impression with sweeping staircases and the finest artworks.

THE ROYAL COURT THEATRE A dramatic backdrop, some with private theatre boxes, for a host of fabulous shows from classical theatre to superbly choreographed productions. THE BRITANNIA RESTAURANT The grandest restaurants afloat with double-height sweeping staircases and beautiful artwork centrepieces. QUEENS GRILL & PRINCESS GRILL RESTAURANTS The finest and most acclaimed restaurants at sea with intimate service and exquisite cuisine. THE COMMODORE CLUB An elegant bar offering an extensive Martini menu and panoramic views.

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THE SPECIALITY RESTAURANTS The Verandah - contemporary French cuisine on board Queen Elizabeth® created by, Chef Patron, Jean-Marie Zimmermann. Todd English Restaurant tantalising Mediterranean dishes aboard Queen Mary 2® and Queen Victoria® from America’s well-known chef. THE LIBRARY Rich, dark woods and a multitude of titles adorn the elegant libraries aboard all of the Cunard Queens. THE GOLDEN LION Classic pubs serving traditional British pub fare and a variety of popular entertainment. SPAS The Canyon Ranch SpaClub® on Queen Mary 2® and our Steiner-operated Royal Spas on Queen Victoria® and Queen Elizabeth® offer exemplary spa services and ambience.


BRAND GUIDELINES 2 0 1 2 s e c t i o n 1 : th e c u n a r d b r a n d

1 . 2 DIS T INC T L Y CUNARD

DISTINCT experiences THE PRINCESS GRILL AND QUEENS GRILLS EXPERIENCE Lavish suites paired with our elegant Queens Grill and Princess Grill restaurants represent the finest Cunard experience.

With glamorous associations and a litany of regal and famous guests, Cunard has an international appeal unparalleled around the world. Renowned for fame, sophistication and trustworthiness – Cunard’s world famous ocean liners have become modern day icons of British heritage.

CUNARD DINING The best ingredients sourced from around the world and extensive wine lists come together with our White Star Service to provide the finest dining at sea.

ALL UNDER - P INNED B Y CUNARD ’ s W H I T E S T AR SER V ICE Every member of the Cunard team from your Stateroom Steward or private Butler to your Restaurant Waiter and Officers on board, are committed and trained to ensure all guests receive an outstanding and distinctly Cunard experience. Proud of the Cunard brand and inspired to deliver impeccable service and unforgettable memories, our highly valued crew and the White Star Service they consistently deliver are the foundations beneath everything which makes Cunard unique.

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WHITE GLOVED AFTERNOON TEA SERVICE The quintessentially British experience brought to you by white gloved waiters in the surroundings of the elegant Queens Room, or savour our Champagne Afternoon Tea for something extra special. GALA EVENINGS From the Ascot, Royal and Masquerade Balls to the classic Black and White Ball, a glamorous Cunard soirée is second to none, and the perfect occasion to dress up in your finest. SOPHISTICATED AMBIENCE Cunard's unique heritage and on board ambience has far reaching international appeal for distinguished, like-minded and well travelled guests.

HISTORICAL EXHIBITS Cunard's fascinating past comes to life through visual displays and artefacts in the dedicated heritage displays on board. A WEALTH OF ENTERTAINMENT A vast array of entertainment is offered daily from famous guest speakers to dance classes, 3D cinema to wine tasting seminars, comedians to classical music and jazz performed by world renowned musicians. RADA Specially edited versions of renowned plays and adaptations of great literary classics on board Queen Mary 2®’s Transatlantic Crossings by the Royal Academy of Dramatic Art. ILLUMINATIONS The first and only Planetarium at sea featuring dedicated shows from the Royal Astronomical Society is a popular venue aboard Queen Mary 2®. CLARENDON FINE ART The most collectable, contemporary art is available to view and purchase on board through our partnership with Clarendon Fine Art.


BRAND GUIDELINES 2 0 1 2 s e c t i o n 2 : th e c u n a r d i d e n t i ty

2 . 1 BRAND COLOURS BRAND colours

We have adopted the following Cunard colour palette to present a uniform look for the brand and to give a clear identity to the individual ships. Although the selection of colours appear simple, we should by no means take them for granted. Users of these guidelines should be aware that colours are and can be dramatically different when applied to a variety of materials. Care must be taken when quality controlling any of the many forms of print and colour outputting. On the right is an illustration of the colours used and their respective breakdowns.

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Cunard Red

Cunard Black

Cunard Gold

On board Maroon

Pantone 485

Pantone Process Black

Pantone 872

Pantone 504

C:0 M:95 Y:100 K:0

C:0 M:0 Y:0 K:100

C:30 M:40 Y:100 K:0

C:70 M:100 Y:100 K:35

R:254 G:0 B:51

R:0 G:0 B:0

R:173 G:143 B:90

R:87 G:41 B:50

Websafe Hex value: FF0000

Websafe Hex value: 000000

Websafe Hex value: 9C8149

Websafe Hex value: 572932

Queen Mary 2

Queen Victoria

Queen Elizabeth

Pantone 195

Pantone 268

Pantone 295

C:30 M:100 Y:70 K:30

C:60 M:70 Y:0 K:35

C:100 M:80 Y:8 K:54

R:42 G:13 B:17

R:13 G:12 B:42

R:0 G:32 B:79

Websafe Hex value: 660000

Websafe Hex value: 330066

Websafe Hex value: 00204F

ship colours


BRAND GUIDELINES 2 0 1 2 s e c t i o n 2 : th e c u n a r d i d e n t i ty

2 . 2 b r a n d i d e n t i ty

the master brand

Cunard has a SINGLE identity for the Cunard brand known as the Master Brand identity which contains the elements below. The Crest and Cunard elements of the Master Brand identity should appear at least once on every piece of brand communication. The Most Famous Ocean Liners in the World strapline should be included where size or design allows. The Master Brand is made up of these elements using three corporate colours as follows: The Crest Colour: Cunard Gold Pantone 872 or 30C, 40M, 100Y, 0K

1

1

2 Cunard Colour: Cunard Red Pantone 485 or 0C, 95M, 100Y, 0K

3 The Strapline Colour: Cunard Black Pantone Process Black or 0C, 0M, 0Y, 100K

f o r T H E A M ERICAS 8

2

3


BRAND GUIDELINES 2 0 1 2 s e c t i o n 2 : th e c u n a r d i d e n t i ty

2 . 2 . i S H I P S ’ REGIS T R Y

SHIPS’ REGISTRY

OTHER 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:

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

Bermuda Registry Queen Mary 2® Queen Victoria® Queen Elizabeth® © 2012 Cunard Line. Ships registry: Bermuda SHIPS’ TRADEMARKS

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: Queen Mary 2® Queen Victoria® Queen Elizabeth®

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Cunard® Line Britannia® Club Restaurant Britannia® Restaurant Cunard World Club® Canyon Ranch SpaClub® Illuminations® Connoisseur Collection® Cunard® The Cunarder® CunardCare® The Most Famous Ocean Liners in the World® Cunard ConneXions® Veuve Clicquot® Champagne Bar Cunard Insights®

White Star Service™ Non USA Producers - please contact your local Cunard Marketing contact (see page 35) for the full list of registrations and trademarks which are relevant to non USA countries.


BRAND GUIDELINES 2 0 1 2 s e c t i o n 2 : th e c u n a r d i d e n t i ty

2 . 2 . ii IDEN T I T Y V ARIA T IONS sTACKED

Where space allows, this is the preferred configuration for all Marketing and promotional communication pieces. The strapline must be removed if appearing under 7pt.

HORIZONTAL

This configuration is predominantly used for corporate stationery and paperwork, or alternatively where space does not allow for the stacked configuration. The strapline must be removed if appearing under 7pt.

ALL collateral should feature a Cunard logo.

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BRAND GUIDELINES 2 0 1 2 s e c t i o n 2 : th e c u n a r d i d e n t i ty

2 . 2 . iii M INI M U M SI Z ES The following minimum sizes apply to the Master Brand identity.

Stacked version with strapline Min. width: 1.50in (38mm)

Stacked version with no strapline Min. width: 0.71in (18mm) (unless used on brochure cover, see p25 & p26)

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Horizontal version with strapline Min. width: 2.30in (58mm)

Horizontal version with no strapline Min. width: 1.42in (36mm)

Crest (when used separately) Min. width: 0.35in (9mm)


BRAND GUIDELINES 2 0 1 2 s e c t i o n 2 : th e c u n a r d i d e n t i ty

2 . 2 . iv CLEAR a n d wh i t e S P ACE AROUND T H E IDEN T I T Y The Master Brand identity should have the following minimum amounts of space around it. The width of the ‘C’ forms the clear or white space. 1

Example of clear space around Master Brand identity

2

Example of white space around Master Brand identity

1

To download usable versions of these logos, please go to www.cunardguidelines.com 2

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BRAND GUIDELINES 2 0 1 2 s e c t i o n 2 : th e c u n a r d i d e n t i ty

2 . 2 . v m a ster b r an d i d e n t i ty V ARIA T IONS MONO VERSION

Where full colour reproduction of the Master Brand identity is not available, the mono version should be used. WHITE VERSION

Mono version - Horizontal

Mono version - Stacked

Where the background does not contrast sufficiently strongly with the full colour Master Brand Identity, the white version should be used.

White version - Horizontal

f o r T H E A M ERICAS 13

White version - Stacked


BRAND GUIDELINES 2 0 1 2 s e c t i o n 2 : th e c u n a r d i d e n t i ty

2 . 2 . vi S H I P IDEN T I T IES

SHIP NAMES

The horizontal version is the only configuration which can be used. The identity may be used with or without the Cunard name. Colour variations and minimum sizes are illustrated on pages 11-13. When used as a logo, ship names should ideally be in gold (correct Pantone or CMYK breakdown), and Cunard, where used, in red. The ship colours shown on page 7 should not be used for the ship names. Ship names can be used on their own on front covers as long as a Cunard logo appears on the page. Inside pages can feature ship names on their own, as well as with the Cunard Crest.

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BRAND GUIDELINES 2 0 1 2 s e c t i o n 2 : th e c u n a r d i d e n t i ty

2 . 2 . vi S H I P IDEN T I T IES

MINIMUM SIZES

The minimum height when used with the Cunard name is 0.31ins (8mm) and the minimum height when used without the Cunard name is 0.28ins (7mm).

With Cunard name

Without Cunard name

Mono version

White version

COLOUR VARIATIONS

A mono version may be used where full colour or gold are not available. A white version can also be used when the background does not provide sufficient contrast with the full colour version. USE OF SHIP NAMES WITH THE CREST

The space between the crest and the ship logo is the equivalent of the width of two 'N's. Crest and ship logo spacing

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BRAND GUIDELINES 2 0 1 2 s e c t i o n 2 : th e c u n a r d i d e n t i ty

2 . 2 . vii i d e n t i ty a pp l i c a t i o n s colour

composition and staging

sizing

The official Cunard colours must be used in all full colour pieces with the exception of Cunard corporate colour backgrounds where white-out versions may be used as an alternative (or where a white-out identity will be more appropriate).

It is important that the size of the brand identity be appropriate to the medium and to other graphic elements. The identity must also be placed away from other elements in a layout so that it is easily identifiable.

When sizing the identities, it is essential that the elements (Crest/Ship Name, Cunard and strapline) be increased or reduced as a unit. While there is no maximum size for the identity, minimum sizes are listed on the previous pages.

Merchandising

All plans for merchandising must be discussed in advance with your local Cunard Marketing contact (see page 35). Cunard branded products must not be produced without Cunard’s agreement.

When using the identity on a background, please verify that the background provides sufficient contrast to the identity and choose an area with a solid light or dark space to ensure proper staging and legibility. The differing Cunard and individual Ship identities should never appear next to each other on the same piece.

f o r T H E A M ERICAS 16

co-branding

When using the Cunard identity with those of other organisations or entities, it is important not to confuse or transfer identities. Therefore, avoid placing the Cunard identity in close proximity to another company’s logo.


BRAND GUIDELINES 2 0 1 2 s e c t i o n 2 : th e c u n a r d i d e n t i ty

f o r T H E A M ERICAS 17

GRANDEUR AND ELEGANCE W H I T E S T AR SER V ICE

The preference will be to use colour images if the hardware being used to produce the printed item is able to produce full colour. Black and white images can be used on their own or alongside colour images on the same page.

UNI Q UE LEGAC Y

Do not use Clip Art. Should no photographic image be available, do not use any image. If you require an image, please contact Cunard Brand Marketing who will be able to source an image or suggest which alternative images will be suitable.

BRI T IS H SIGNA T URES

The quality of images used is also paramount to illustrate the quality of the Cunard brand. An image used should be no less than 300 dpi and enlarged no greater than its original size - i.e. kept at 100%. In addition, when resizing an image, do not distort it either horizontally or vertically. Always, therefore, resize an image with percentage values and do not drag the picture placeholders to resize.

M E M ORABLE V O Y AGES

2 . 3 ph o t o g r a phy


BRAND GUIDELINES 2 0 1 2 s e c t i o n 2 : th e c u n a r d i d e n t i ty

2 . 4 T Y P EFACES

To present a consistent and coherent brand image, we have selected the following group of typefaces to be used when producing Cunard material.

LE H A V RE

Cunardia

Futura Italic

M AIN H EADINGS , BROC H URE CO V ERS AND V O Y AGE NA M E T I T LES

SHIP NAMES

Voyage names

Palace Script Script

• Ship names from the past and present must always appear in Cunardia, regardless of usage or font of surrounding copy – within narrative text, in emphasis copy, etc. The ship names should never be divided due to wrapping. • When a travel agent/independent agency cannot use the Cunardia Font or when the ship names are written in an editorial/ advertorial environment, they need to be in initial capped and in the Futura Italic style format. Example: Queen Mary 2, Queen

• In body copy use Futura Italic. Voyage names used in headings will default back to Le Havre.

• To be used as initial capital letters to start new body copy sections or use sparingly in full words/titles.

• Le Havre to be used in the majority of cases. • Trajan to be used sparingly and only with approval from Marketing. • Default for the use of this font should be all capitals.

Drescher Grotesk Secondary headlines/subheads • Weights/sizes by usage type at designer’s discretion.

Primary & secondary body copy • Main Narrative.

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Victoria, Queen Elizabeth.

‘THE MOST FAMOUS OCEAN LINERS IN THE WORLD®’ • When used within copy, use Futura Italic font in the corresponding weights applied for Drescher Grotesk body copy. • In General – strapline should NOT be used locked-up with logo on marketing materials, as logo size is usually too small for strapline to be readable. • When used as a vertical strapline or footer (see page 16 for an example).

‘The new golden age of ocean travel’ • When used within copy, use Futura italic font in the corresponding weights applied for Drescher Grotesk body copy.

Zurich Condensed Zurich Light Detail copy • Itineraries/Schedules – Embark/Disembark Ports should be indicated in bold. • Fare Charts – Zurich Condensed/Light should be used for both Category Names and Fares. • Disclaimers, Terms & Conditions, other “Legal Copy” – minimum type size 6 point.


BRAND GUIDELINES 2 0 1 2 s e c t i o n 2 : th e c u n a r d i d e n t i ty

2 . 5 T ER M INOLOG Y

To ensure consistent representation of the Cunard Brand, it is important that all writers adhere to the following list of terminology, formatting and presentation guidelines.

THE CUNARD FLEET

ON BOARD

Cunard when referring to the Brand. Cunard Line when referring to the Company. Ship Names never use ‘the’ preceding a ship name. She ships are always female. Queen Mary 2® not QMII, QM2 or The Mary. Queen Victoria® not QV, Queen Vic or The Victoria. Queen Elizabeth® not QE or The Elizabeth. Ocean Liners or Ships not Boats or Cruise Ships.

On board not Onboard or On-board. Aboard may also be used to avoid over-use of on board. Stateroom/s not Cabin (for Inside, Outside & Balcony Staterooms). Suite/s not Stateroom or Cabin (for Queens Grill & Princess Grill Suites). Guests not Passengers. On board credit not on board spending money. Queens Grill and Princess Grill suites should not be abbreviated in copy to The Grills. Queens Grill and Princess Grill restaurants for first mention and only abbreviate to Queens Grill, Princess Grill or the Grill restaurants when space or repetition demands. Do not abbreviate to The Grills. Children not Kids.

VOYAGES AND CROSSINGS

Voyage not Cruise. World Voyage not World Cruise. Transatlantic Crossing not Transatlantic Cruise or Voyage. Holiday to be used in supporting body copy only and not as a heading. The use of holiday should always follow after ‘Voyage’ or ‘Crossing’ is mentioned and should be used sparingly only and when referring to the overall experience. Roundtrip written as one word instead of two or hyphenated. Mediterranean not Med.

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BRAND GUIDELINES 2 0 1 2 s e c t i o n 2 : th e c u n a r d i d e n t i ty

2 . 5 T ER M INOLOG Y

PRESENTATIONS

Use of Capitals - full capital copy should be kept to a minimum, the only exception being headings when Le Havre is used. The following specific words should always have the initial letter/s in capitals as shown: Cunard The Most Famous Ocean Liners in the World The Youngest Fleet in the World Maiden Voyage Maiden Call World Voyage

PROMOTIONS & MARKETING

Fly Voyage/s

Inside, Outside or Balcony staterooms

Fares not Prices (prices permitted for hotel/tour prices). Great Value or Savings not Discounts or Bargains. Complimentary not Free. Voyage Documentation not Pre-Voyage Documentation or Information. Online written as one word instead of two or hyphenated.

Job descriptions, i.e. Captain, Hotel Manager, Purser etc.

ONLINE EXCEPTIONS:

Transatlantic Crossing/s The Grills Experience Queens Grill or Princess Grill suites / restaurants

White Star Service White Gloved Afternoon Tea Service

f o r T H E A M ERICAS 20

Abbreviated Ship Names QM2, QV and QE may be used where there are space limitations. Cruise and cruise ship may be used for Search Engine Optimisation purposes.


BRAND GUIDELINES 2 0 1 2 s e c t i o n 2 : th e c u n a r d i d e n t i ty

2 . 5 T ER M INOLOG Y

EMPHASISING COPY

TIME

Bold use sparingly. Underlining do not use. do not use (with the exception of US produced communications). ‘ “Single / Double Speech Marks’ ” do not use. Exclamation Marks ! use sparingly.

• Use the 12 hour clock instead of the 24 hour clock. • Timings should follow this format - 12.00am, 1.00am, 12.00pm, 4.00pm.

LANGUAGE

• Use British English in all global, on board or UK communications. • Ensure spell check is set to British English. • American English may be used for North American specific materials only. NUMBERS

• Always spell out numbers 9 and under, i.e. one, two, three, four. • Always use numerals for 10 and higher, i.e. 10, 11, 12. • Always use numerals when the number relates to a unit of measure, time, proportion, i.e. 65mph, 5 nights, page 5, 9%. • Always use numerals when referring to Deck No’s, i.e. Deck 1, Deck 2, Deck 3.

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DATES

• Do not use ordinals, i.e. 3rd, 10th, 1st. • Refer to dates in this order - 4 January 2011 (Day / Month / Year). Abbreviation may be used where space dictates.


BRAND GUIDELINES 2 0 1 2 s e c t i o n 2 : th e c u n a r d i d e n t i ty

2 . 5 T ER M INOLOG Y

CURRENCY

DISCLAIMER

Use the following currency symbols and formats. Add in the terms and conditions that the currency quoted is in either US / Australian dollars, £ sterling or euros. • Use $7.00 not US$7.00 or 7.00 USD. • Use £7.00 not GBP 7.00. • Use €7.00 not Euro 7.00.

Fares apply to minimum lead-in categories on a space-available basis at time of reservation. Fares for other categories not shown may vary. Fares are per person, do not include air travel, are voyage only, based on double occupancy and apply to the first two guests in a stateroom. These fares do not apply to singles or third/fourth-berth guests. This offer is capacity controlled, is subject to change, and may not be combinable with any other public, group or past guest discount, including On Board Credit. Offer is available to residents of the 50 United States, Canada, Puerto Rico, Mexico and the District of Columbia who are 21 years of age or older and receive this offer. Fares quoted in U.S. dollars. Fares shown in this piece include a fuel supplement of $9 per person, per day (up to a maximum of $300) that is subject to change. Please refer to the applicable Cunard brochure or Cunard.com for terms, conditions and definitions that apply to all reservations. Ask about our applicable air add-on programme. Please reference promotion code: XXX. Offer expires XX MONTH YEAR. Ships’ Registry: Queen Mary 2 Great Britain. Queen Victoria, Queen Elizabeth, Bermuda. ©CUNARD 2012. The CUNARD logo and logotype are registered trademarks of Carnival plc, an English company trading as Cunard Line. XXXXXXXXXX are trademarks owned by CUNARD. All rights reserved in the United States and other countries.

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BRAND GUIDELINES 2 0 1 2 s e c t i o n 2 : th e c u n a r d i d e n t i ty

2 . 5 T ER M INOLOG Y

On board public rooms should be referred to as follows:

Dining

Leisure and Entertainment

Britannia Restaurant

Royal Spa and Fitness Centre (Queen Elizabeth® and Queen Victoria®)

Britannia Club

Canyon Ranch SpaClub (Queen Mary 2®)

P rincess Grill only add the word restaurant if needed in copy, i.e. Princess Grill restaurant.

Games Deck (Queen Elizabeth®)

Queens Grill only add the word restaurant if needed in copy, i.e. Queens Grill restaurant.

Clarendon Fine Art

Lido (Queen Elizabeth® and Queen Victoria®) – only add the word restaurant if needed in copy, i.e. Lido restaurant or when referring to the alternative dining options, i.e. Lido restaurants.

Maritime Quest (Queen Mary 2®)

ConneXions Internet Centre Cunard Place / Cunarders’ Gallery (Queen Elizabeth®) Cunardia / Cunardia Gallery (Queen Victoria®)

Kings Court (Queen Mary 2®) – only add the word restaurant if needed in copy, i.e. Kings Court restaurant.

Library and Book Shop

Todd English (Queen Mary 2® and Queen Victoria®) – only add the word restaurant if needed in copy, i.e. Todd English restaurant.

Mayfair Shops (Queen Mary 2®)

The Verandah (Queen Elizabeth®) – only add the word restaurant if needed in copy, i.e. The Verandah restaurant.

Royal Court Theatre

Royal Arcade (Queen Elizabeth®, Queen Victoria®) The Zone / The Play Zone Empire Casino Images Photo Gallery Pavilion Pool Lido Pool Card Room

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BRAND GUIDELINES 2 0 1 2 s e c t i o n 2 : th e c u n a r d i d e n t i ty

2 . 5 T ER M INOLOG Y

Veuve Clicquot Champagne Bar (Queen Mary 2®, Queen Victoria®)

Bars, Lounges and Nightclubs (do not use Cocktail Bar)

The Alcove (Queen Elizabeth®)

The Golden Lion

Boardwalk Café (Queen Mary 2®)

Commodore Club

The Yacht Club (Queen Elizabeth®)

Churchill’s Cigar Lounge

G32 (Queen Mary 2®)

Midships Bar (Queen Elizabeth®)

Hemispheres (Queen Victoria®)

The Garden Lounge (Queen Elizabeth®)

Café Carinthia

Winter Garden (Queen Mary 2 and Queen Victoria ) ®

®

Midships Lounge (Queen Victoria®)

Queens Room Queens Arcade (Queen Elizabeth®) Queens Grill Lounge (Queen Mary 2®) The Grills Lounge (Queen Victoria® and Queen Elizabeth®) Admiral’s Lounge (Queen Elizabeth®) Empire Casino Chart Room (Queen Mary 2®, Queen Victoria®) Sir Samuel’s (Queen Mary 2®) Pavilion Bar (Queen Elizabeth®) Lido Pool Bar (Queen Elizabeth®)

f o r T H E A M ERICAS 24

Other

Grand Lobby Purser’s Office Medical Centre Tour Office Voyage Sales Office


BRAND GUIDELINES 2 0 1 2 s e c t i o n 3 : T H E IDEN T I T Y a pp l i e d : t e mp l a t e s a n d s a mp l e s

3 . 1 CUNARD M AS T ER BRAND BROC H URE CO V ERS

These templates show the colour, position and relative size of the strapline and identity. On brochure front covers, the strapline must only ever appear vertically on the left hand side, with copy running from bottom to top of stripe. On brochure back covers, the strapline must only ever appear vertically on the right hand side, with the copy running from top to bottom.

The strapline must never appear horizontally at the top or bottom of a brochure cover - see overleaf. Designers must follow the typography and identity guidelines on this site to ascertain the correct brochure cover fonts and identity formats to use in conjunction with the following. The rest of the cover has been left free to express the individual requirements of the specific brochure both in terms of photography and illustration.

f o r T H E A M ERICAS 25

The four standardised brochure options provided are: BROCHURES

• US Letter 8.5in x 11in (216mm x 279mm) Portrait • US Letter 11in x 8.5in (279mm x 216mm) Landscape • 8.5in x 5.5in (216mm x 140mm) Portrait

THE MOST FAMOUS OCEAN LINERS IN THE WORLD

To ensure worldwide consistency, the preferred options for all Cunard Master Brand brochures are shown in the following templates.

USA PDF to be supplied


BRAND GUIDELINES 2 0 1 2 s e c t i o n 3 : T H E IDEN T I T Y a pp l i e d : t e mp l a t e s a n d s a mp l e s

3 . 2 RED S T RI P E

THE MOST FAMOUS OCEAN LINERS IN THE WORLD

THE MOST FAMOUS OCEAN LINERS IN THE WORLD

THE MOST FAMOUS OCEAN LINERS IN THE WORLD

FRONT COVER

f o r T H E A M ERICAS 26

BACK COVER


BRAND GUIDELINES 2 0 1 2 s e c t i o n 3 : T H E IDEN T I T Y a pp l i e d : t e mp l a t e s a n d s a mp l e s

0.9in (25mm) 0.9in (25mm)

'Most Famous' strapline Colour: 70% Cunard Gold, 70% Pantone 872 or 70% of 30c 40m 100y 0k Font Style: Cunardia Size: 22pt + 235 tracking 5

9.99in (254mm)

5

0.18in (4.5mm)

0.63in (16mm)

0.35in (9mm)

f o r T H E A M ERICAS 27

0.10in (2.5mm)

Cunard Colour: Cunard Red Pantone 485 or 0c 95m 100y 0k 3

4

0.10in (2.5mm)

2 Crest Colour: Cunard Gold Pantone 872 or 30c 40m 100y 0k

Red band Colour: Cunard Red Pantone 485 or 0c 95m 100y 0k

2 3

0.35in (9mm)

1 Logo background Colour: Cunard Black Pantone Process Black: 0c 0m 0y 100k

4

7.52in (191mm) 1

THE MOST FAMOUS OCEAN LINERS IN THE WORLD速

3 . 3 LE T T ER SI Z E : P OR T RAI T FRON T CO V ER

0.18in (4.5mm) 0.79in (20mm)


BRAND GUIDELINES 2 0 1 2 s e c t i o n 3 : T H E IDEN T I T Y a pp l i e d : t e mp l a t e s a n d s a mp l e s

0.67in (17mm) 0.75in (19mm)

2 Crest Colour: Cunard Gold Pantone 872 or 30c 40m 100y 0k

3

Red band Colour: Cunard Red Pantone 485 or 0c 95m 100y 0k 4

'Most Famous' strapline Colour: 70% Cunard Gold, 70% Pantone 872 or 70% of 30c 40m 100y 0k Font Style: Cunardia Size: 22pt + 235 tracking 5

2 3

0.35in (9mm)

1 Logo background Colour: Cunard Black Pantone Process Black: 0c 0m 0y 100k

Cunard Colour: Cunard Red Pantone 485 or 0c 95m 100y 0k

10.31in (262mm) 1

7.75in (197mm)

THE MOST FAMOUS OCEAN LINERS IN THE WORLD速

3 . 4 LE T T ER SI Z E : LANDSCA P E FRON T CO V ER

4

5

0.06in (1.5mm) 0.14in (3.5mm)

28

0.47in (12mm)

0.14in (3.5mm) 0.55in (14mm)

0.35in (9mm)

f o r T H E A M ERICAS

0.06in (1.5mm)


BRAND GUIDELINES 2 0 1 2 s e c t i o n 3 : T H E IDEN T I T Y a pp l i e d : t e mp l a t e s a n d s a mp l e s

0.67in (17mm) 0.75in (19mm)

2 Crest Colour: Cunard Gold Pantone 872 or 30c 40m 100y 0k

3 Cunard Colour: Cunard Red Pantone 485 or 0c 95m 100y 0k

'Most Famous' strapline Colour: 70% Cunard Gold, 70% Pantone 872 or 70% of 30c 40m 100y 0k Font Style: Cunardia Size: 22pt + 235 tracking 5

2 3

0.35in (9mm)

1 Logo background Colour: Cunard Black Pantone Process Black: 0c 0m 0y 100k

4 Red band Colour: Cunard Red Pantone 485 or 0c 95m 100y 0k

4.8in (123mm) 1

7.75in (197mm)

THE MOST FAMOUS OCEAN LINERS IN THE WORLD速

3 . 5 8 . 5 " X 5.5" ( 2 16MM X 140MM): P OR T RAI T FRON T CO V ER

4

5

0.06in (1.5mm) 0.14in (3.5mm)

0.47in (12mm)

0.35in (9mm)

f o r T H E A M ERICAS 29

0.06in (1.5mm)

0.14in (3.5mm) 0.55in (14mm)


BRAND GUIDELINES 2 0 1 2 s e c t i o n 3 : T H E IDEN T I T Y a pp l i e d : t e mp l a t e s a n d s a mp l e s

3 . 6 S T A T IONER Y : LE T T ER H EAD an d envelope To ensure consistency across the brand, the choice of letterhead and envelope should be determined as follows: CORPORATE STATIONERY – for all generic corporate

communications including guest letters.

Cunard Corporate Letterhead

f o r T H E A M ERICAS 30

Cunard Corporate Envelope


BRAND GUIDELINES 2 0 1 2 s e c t i o n 3 : T H E IDEN T I T Y a pp l i e d : t e mp l a t e s a n d s a mp l e s

3 . 7 CUNARD W ORLD CLUB The Cunard World Club is a members-only programme 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. Min. width: 40mm

Minimum clear space around the logo is double the width of the ‘C’ in Cunard

f o r T H E A M ERICAS 31


BRAND GUIDELINES 2 0 1 2 s e c t i o n 4 : CUNARD BRAND H IS T OR Y

4 . 1 SIR SA M UEL CUNARD

In 1839, Samuel Cunard’s British and North American Royal Mail Steam Packet Company was awarded the first ever contract for steam ships to deliver mail across the Atlantic. This proud bestowal by Queen Victoria’s Admiralty granted Cunard’s steam ships the honoured titled RMS (Royal Mail Ship) and represented a significant historical moment in connecting two great continents.

f o r T H E A M ERICAS 32


BRAND GUIDELINES 2 0 1 2 s e c t i o n 4 : CUNARD BRAND H IS T OR Y

4 . 2 T RANSA T LAN T IC ROO T S As the first and now the only company to offer a scheduled service across the Atlantic – this most legendary of voyages has become the ultimate expression of the Cunard Experience today.

From Britannia’s Maiden Crossing in 1840, Cunard has carried millions of emigrants to North America, played host to the world’s rich and famous, served in five major wars, held the Blue Riband award for the fastest passage across the Atlantic, obtained an unparalleled safety record and deservedly forged the title for the Transatlantic Crossing as ‘The Only Way to Cross’.

f o r T H E A M ERICAS 33


BRAND GUIDELINES 2 0 1 2 s e c t i o n 4 : CUNARD BRAND H IS T OR Y

4 . 3 CUNARD T H ROUG H T H E Y EARS INNOVATIONAL FIRSTS

FAMOUS FOR A REASON

HISTORY OF THE CUNARD CREST

CUNARD TODAY

From the golden age of ocean travel, Cunard has pioneered the way forward with the introduction of the first children’s playroom; en-suite bathrooms; electric lighting; refrigeration systems; bridal suite; gymnasium and health centre; library and the first photography dark room at sea. Today, Cunard is still at the forefront of technological developments with Queen Mary 2® – one of the greatest maritime engineering feats of this century, Queen Victoria® with the first private theatre boxes at sea and our latest Cunarder, QueeN ELIZABETH® now part of the Youngest Fleet at Sea.

In 1934, Queen Mary® became the first merchant ship ever to be launched by a Monarch and was later referred to as the 8th Wonder of the World by the movie star legend, Cary Grant. Since then, both Queen Mary 2® and QueeN ELIZABETH® have been named by HRH Queen Elizabeth II and Queen Victoria® has been named by HRH Duchess of Cornwall, continuing Cunard’s proud association with the Royal Family.

The Cunard Crest originally came into being in 1879 when Cunard became a public company – The Cunard Steamship Company. The addition of a globe showing the Western Hemisphere and the Atlantic was appropriate to the shipping routes travelled, and the crown appropriate for a company established under government contract. The lion’s head is turned toward us, a change which would have been deemed necessary as a Royal Insignia could not be produced exactly. Samuel Cunard was frequently referred to as the ‘Steam Lion’.

Owned by English registered company, Carnival PLC, Cunard Line is one of the world’s most recognised brand names with a classic British legacy and ships that are recognised as international icons of British heritage.

With glamorous associations and a litany of regal and famous guests, Cunard has an international appeal almost unparalleled in the world of ocean travel.

f o r T H E A M ERICAS 34


BRAND GUIDELINES 2 0 1 2 s e c t i o n 5 : P OLICIES AND P ROCEDURES

5 . 1 M AR K E T ING A P P RO V AL Marketing approval or guidance can be obtained by contacting the following Cunard personnel:

CONTACT DETAILS

U.S. / CANADA Nicole Knox (nknox@cunard.com)

UK Andrea Lenihan (andrea.lenihan@cunard.co.uk)

GERMANY, AUSTRIA & SWITZERLAND Yvonne Buchmaier (yvonne.buchmaier@cunardline.de)

AUSTRALIA Simon Cheng (simon.cheng@carnivalaustralia.com)

f o r T H E A M ERICAS 35


Cunard Brand Guidelines