P&O Cruises Identity Proposal Sara Joy Needham
GDVX502 Integrated Design Media | Professor Peter Wong | Winter 2021 Savannah College of Art and Design
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Introduction P&O Cruises is the longest and most established cruise line sailing from British shores. In the wake of the restructuring caused by the coronavrius pandemic this proposal gives opportunity to refresh the brand in a dynamic and modern way without foregoing the uniquely British charm of a P&O experience.
Introduction | 3
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Contents Company Mark Stationery Application
7 15
Website 25 Mobile App
31
Advertisements 35 Corporate Offices
41
Transportation
47
Cabin Amenities
57
On-board Promotion
61
Crew Identification
69
Overview
79
Contents | 5
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Company Mark Mark in Black and White Mark in Reverse Mark in Primary Palette Mark in Secondary Palette
Company Mark | 7
Mark in Black and White
8 | Company Mark
Mark in Reverse
Company Mark | 9
Mark in Primary Palette
10 | Company Mark
Company Mark | 11
Mark in Secondary Palette
12 | Company Mark
Company Mark | 13
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Stationery Application Letterhead Envelopes Business Cards
Stationery Application | 15
Stationery Application A centered design for the stationery application of the new mark using the primary red and purple.
16 | Stationery Application
Stationery Application | 17
18 | Stationery Application
Stationery Application | 19
20 | Stationery Application
Stationery Application | 21
22 | Stationery Application
Stationery Application | 23
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Website Home Page Itinerary Booking Page Cabins Booking Page
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Website Sweeping panoramic backgrounds of holiday locations inspire users to explore the minimal interface and book a dream destination.
26 | Website
Website | 27
28 | Website
Website | 29
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Mobile App On-board Management Page Booking Page
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Mobile App From on-board weather updates to booking a package at home, the mobile app is a modern addition to the brand identity experience.
32 | Mobile App
Mobile App | 33
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Advertisements Billboards Print Media
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Billboards Beautiful shots of cruise destinations with a tempting holiday offer in bold brand colours to catch the eyes of passing traffic.
36 | Advertisements
Advertisements | 37
Print Media Travel brochures with a curated collection of packages mailed out to membership and newspaper adverts with panoramic photographs of cruise locations.
38 | Advertisements
Advertisements | 39
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Corporate Offices Signage Office Interiors
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Signage Bold use of the new mark in large open spaces, using brand colours and reflective materials.
42 | Corporate Offices
Corporate Offices | 43
44 | Corporate Offices
Corporate Offices | 45
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Transportation Ship Livery Company Vehicles Guest Transport
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Ship Livery The hull of the ship features the new mark in the primary red colour. The stacks on the top deck are painted in the primary purple colour.
48 | Transportation
Transportation | 49
Company Vehicles Deliveries and company transport, vehicles wrapped in two brand colours with a white mark.
50 | Transportation
Transportation | 51
Guest Transport Shuttle buses for transfer between ports and destinations.
52 | Transportation
Transportation | 53
54 | Transportation
Transportation | 55
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Cabin Amenities Passenger Cruise Card Breakfast Door-hanger
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Cabin Amenities Branded items found in and used for passenger cabins.
58 | Cabin Amenities
Cabin Amenities | 59
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On-board Promotion Pool Accessories Gift Bags
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Pool Accessories Branded accessories available for purchase and use around the ship deck pool or on beach locations.
62 | On-board Promotion
On-board Promotion | 63
64 | On-board Promotion
On-board Promotion | 65
Gift Bags With multiple on-board retail outlets gift bags are an important opportunity for brand application.
66 | On-board Promotion
On-board Promotion | 67
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Crew Identification Lanyards & Badges Casual Uniform Formal Uniform
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Lanyards & Badges For all crew members to access ship areas. Also implemented by the wider company at the corporate offices.
70 | Crew Identification
Crew Identification | 71
Casual Uniform For crew to wear during the day around the pool, kids club, or during activities.
72 | Crew Identification
Crew Identification | 73
Formal Uniform For male crew to wear when serving black tie dinner and during evening entertainment.
74 | Crew Identification
Crew Identification | 75
Formal Uniform For female crew to wear when serving black tie dinner and during evening entertainment. Female crew have a choice of necktie or silk scarf.
76 | Crew Identification
Crew Identification | 77
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Conclusion Overview of Identity Disclaimer
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Disclaimer The design, materials, and concepts in this proposal book were created for educational purposes and are the sole property of Sara Joy Needham. The contents may not be copied, duplicated, reproduced or used in any way without the express permission of Sara Joy Needham.
82 | Conclusion
Conclusion | 83
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