Emerald Cruises & Tours Brand Guidelines - July 2025 by scenic

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BRAND GUIDELINES AND MANUAL

Updated as of 17 July 2025

This Emerald Cruises & Tours brand guidelines is an essential tool, for ensuring consistency across all materials and markets. It’s designed to create the framework for our internal teams and creative partner(s) in crafting marketing materials that reflect the distinctive spirit

Emerald Cruises & Tours brings a contemporary approach to luxury travel, with river and yacht cruises, and land journeys. The brand’s experiences are designed for those who appreciate leisurely luxury and the freedom to explore.

Since 2014, Emerald Cruises has been delivering award-winning journeys along iconic rivers and coastlines - from Europe and Southeast Asia, to the Mediterranean and Caribbean. The purposebuilt Emerald Star-Ships and luxury yachts reflect a contemporary style of cruising, designed for relaxed travel and meaningful exploration.

In 2025, the river, yacht and land journeys were brought together under one unified brand, Emerald Cruises & Tours, building on the legacy of more than 40 years in premium touring.

With land journeys through Canada, Europe, Japan and Southeast Asia, thoughtfully crafted to provide cultural insights, handpicked accommodation and a relaxed pace.

Whether by land or water, every journey is designed for those who seek active exploration with the balance of luxurious comfort and curiosity.

Emerald River Cruises - Since 2014

Originally Emerald Waterways, the custom-built Emerald Star-Ships were launched in Europe in 2014, followed by a bespoke ship on the Mekong River in 2019.

Two new luxury ships are set to join the fleet, with Emerald Astra launching on the Rhine, Main and Danube rivers in 2026 and Emerald Lumi on the Seine river in 2027.

Emerald Yacht Cruises - Since 2022

The luxury yachts Emerald Azzurra launched in 2022, followed by Emerald Sakara a year later in 2023. Further expansion is planned with the next generation: Emerald Kaia, set to launch in 2026, followed by Emerald Raiya in 2027 and Emerald Xara in 2028.

Emerald Tours – Since 1980

Formerly Evergreen Tours, Emerald Tours has been delivering land journeys in Canada, Alaska, Europe, Southeast Asia and Japan since 1980.

Brand & Product Hierarchy

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Master Brand

Product Logos

Product

Terminology

Ship Category

Ship Names

Product Experiences

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Luxury yacht cruising

Emerald Yacht

Azzurra Class: Emerald Azzurra & Emerald Sakara

Kaia Class: Emerald Kaia, Emerald Raiya & Emerald Xara

Luxury river cruising

Emerald Star-Ship

Emerald Sky, Emerald Star, Emerald Sun, Emerald Dawn, Emerald Destiny, Emerald Liberté, Emerald Radiance, Emerald Harmony, Emerald Luna, Emerald Astra, Emerald Lumi

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Premium land tours

EmeraldDISCOVERY

Emerald DiscoverMORE

EmeraldACTIVE

EmeraldPLUS

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Our Target Audience

When we are developing branded content and communications, we should always identify the target audience, consider the context and channel, and clarify the purpose - what we want people to feel, know, or do. Ensure every message is simple, clear, and emotionally engaging, so it resonates and stands out.

Our key audience personas include:

Persona They are

The Modern Explorer

The New Horizon Seeker

Mid-life professionals aged between 45-55, who are intentionally travelling to new destinations.

Curious, experience driven.

Seek meaningful connections with the world.

Value authenticity over extravagance.

Comfort without excess.

Style-aware travellers, aged between 50-65, who are drawn to the yachting lifestyle.

Mid-life professionals with family that is grown or early retirees.

Travel Style They Value

Bespoke ships.

Flexible to their needs.

Culturally curious.

Thoughtful service.

Authentic local insights & experiences.

Stylish comfort.

Meaningful connections.

Ideal Cruise Experience

Well-paced, immersive journey.

Open to both river and yacht.

Culture mixed with destination highlights.

Options to connect and explore on their own terms.

Contemporary. Active.

Sociable yet cultured.

The Culture Seeker

Mature, seasoned travellers, aged between 60-75.

Enjoy calm, culturally-rich exploration.

Retired, or semi-retired, they enjoy comfort while exploring at their own pace.

Relaxed.

Culture-focused.

Flexible to their needs.

Build their own journey.

Freedom, access to lesser explored places.

Balance exploring with relaxation.

May be more luxury orientated.

Appreciate design and stylish touches.

Feel like they are treating themselves.

Curated cultural experiences.

Flexibility to choose and what they pay for. Like daily alternatives and active options.

More value minded.

Appreciate thoughtful inclusions.

Superyacht-style, warm water cruising.

Experiences that allow for independent travel such as bikes and kayaks, and time to unwind.

Lean towards river cruising.

Inclusive, well-paced cruising.

Enjoy excursions featuring city highlights, food, wine and historic towns.

Brand Personality

The brand values below directly influences how we communicate and connect across all touchpoints.

1. Genuine Connections

We believe travel is most rewarding when it feels personal. From the Tour Directors and crew to our guests, we foster a sense of connection that’s sincere and relaxed. Our service is warm, attentive and grounded in genuine care - designed to make you feel relaxed, understood and welcomed.

We don’t believe in formality for formality’s sake - just meaningful service and a naturally friendly approach, that places guests at the heart of every journey.

2. Thoughtful Inclusions

Every detail is carefully considered so guests can fully relax and enjoy their experience. From intuitive service to interactive excursions, every element of the Emerald Cruises & Tours experience is designed to feel thoughtful.

It’s a considered kind of comfort: smart, seamless and designed to make every day feel refreshingly simple.

3. Energised by Curiosity. Shaped by You.

‘Freedom’ is central to how you travel with Emerald Cruises & Tours. Whether you’re feeling active, social, or simply in the mood to unwind, you’re free to tailor your day as you like. Our itineraries are designed with choice in mind - because the most memorable journeys are the ones that feel truly your own.

Energised by curiosity and guided by care, we encourage you to explore each destination your way - weaving the stories and perspectives that make every experience truly special.

Whether it’s kayaking, cycling, a guided tour, or simply enjoying the serenity on board, you choose how to experience each destination. Dine, dress and discover on your terms, with the flexibility to choose optional extras that enhance your journey.

4. Contemporary with an Adventurous Spirit

Emerald Cruises & Tours brings a fresh perspective to luxury travel - modern in design, forward-thinking in approach, and open to the unexpected. Our energy is adventurous, driven by curiosity and a passion for uncovering the unique and authentic. With a focus on contemporary thinking and considered style, we deliver experiences that feel as natural they are energising.

Emerald Cruises & Tours is a contemporary luxury brand created for curious travellers, who value genuine connection, personal freedom and meaningful experiences.

Our warm and approachable style invites you to explore the world your way, through thoughtfully crafted and balanced itineraries.

Defined by thoughtful design and authentic experiences, Emerald Cruises & Tours blends contemporary style with heartfelt hospitality and an intuitive sense of how today’s travellers wish to explore. The guest experience is designed to spark curiosity and connection - where luxury, contemporary comfort, freedom and style come together to create journeys that feel personal, meaningful, and entirely yours.

Brand style

• We are approachable and modern, with contemporary style woven into every part of your journey.

• Our expertise is reflected in our award-winning luxury yachts and Emerald Star-Ships.

• We create a personalised experience through low guest to crew ratios.

• You’re free to explore at your own pace, choosing from a variety of tours and activities that balance active adventure and cultural excursions with time to unwind, leaving you reinvigorated and inspired.

• We’re passionate about hands-on exploration and creating connected, thoughtful experiences throughout your journey.

• Explore your way – whether you cycle, kayak or hike on an active excursion, or prefer to take a relaxed pace to soak it all up – the choice is yours.

Guest Journey Brand Pillars

Every aspect of an Emerald Cruises & Tours journey is designed to provide guests with an exceptional experience:

Every comfort is thoughtfully included, so you feel cared for at every step - with optional extras that enhance their experience.

Thoughtful inclusions

Quality service

This means from regionally inspired meals to carefully selected excursions, daily needs are taken care of, giving you the freedom to choose what inspires you most.

Our warm, approachable and expert staff are dedicated to delivering the best experience, alongside knowledgeable local guides who unlock authentic destination highlights.

Relaxing environment

Rejuvenation

Immersive destinations

Featuring contemporary design spaces, our award-winning luxury yachts and Emerald Star-Ships create a calm, unhurried atmosphere that invites you to explore at your own pace - whether seeking lively adventure or relaxation, you decide.

A relaxed state of mind - time to recharge, be active and rediscover yourself, savouring meaningful experiences throughout your cruise or tour.

Live well and feel your best through freedom of movement, freshly-prepared cuisine, and calming spaces designed to recharge your mind and body.

Access smaller, unique ports and sail into the heart of each destination, unlocking exclusive excursions that bring local culture vividly to life.

Brand Pillars

Tone of Voice

How we compose our communications creates a sense of connection with our audience. It inspires them through content that is both thoughtfully informative and genuinely engaging.

• Authentic, natural & inviting: Inspiring guests to imagine and feel the experiences without being overly complex or wordy.

• Warm, personal & friendly: Approachable, never pushy, boastful or overly formal. We are uncomplicated and avoid ‘fluff’ and complex language.

• Evocative & informative: Painting vivid pictures while providing clear, practical details. We bring to life the experience and encourage readers to imagine they’re living the life they aspire to. We emphasise your experience rather than your offerings.

• Positive & experience-driven: Celebrate the joy, relaxation and excitement of travel, using active voice and storytelling to capture the feeling of each experience and empower the guest.

• Clear, fresh & jargon-free: Helping guests feel confident and informed. Use of simple and straightforward sentence structures.

• Relaxed modern luxury: Aspirational yet accessible, avoiding clichés and exclamation marks(!).

Brand Statements

Emerald Cruises & Tours - Master Brand Statements

Our master positioning statement covers all products delivered by Emerald Cruises & Tours (yachts, rivers and tours).

Short version:

Emerald Cruises & Tours invites you to experience contemporary luxury river and yacht cruises and escorted journeys designed for modern travellers. Thoughtfully crafted itineraries, generous inclusions and a relaxed atmosphere on board give you the freedom to explore at your own pace.

Whether cycling through vineyards, kayaking hidden coves or discovering culture up close, every experience is tailored to balance exploration and downtime – with comfort considered at every step.

Long version:

Emerald Cruises & Tours brings together over a decade of luxury river and yacht cruising. With more than 40 years experience in designing land journeys, creating a modern way to explore. Stylish ships, warm service and thoughtfully designed itineraries create a setting for you to explore at your own pace – with the freedom to choose how each day unfolds.

From the enticing rivers of Europe and Southeast Asia, to the vibrant coastlines of the Caribbean and Mediterranean, and inspiring landscapes of Canada and Japan, each journey is designed to connect you meaningfully with your destination. On shore, enjoy cultural encounters and interactive experiences, guided walks, bike tours and morealways with your comfort and curiosity in mind.

With generous inclusions like meals, airport transfers, gratuities and a selection of excursions, you can simply relax and enjoy the journey, knowing everything you need is taken care of.

It is optional to weave in "Emerald Cruises and Tours is an Australian-Founded company."

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Emerald Cruises Statements

These positioning statements are for our cruising products covering Yachts and Rivers.

Short version:

Emerald Cruises invites you to experience contemporary luxury cruising, where the freedom of choice is yours. Thoughtfully designed itineraries and a relaxed atmosphere create the perfect balance of exploration and relaxation. Choose your adventure and set your own pace included cultural and active experiences.

Whether cruising Europe’s rivers or island-hopping along stunning coastlines, you’ll travel in style with delicious meals, a selection of beverages, interactive excursions, airport transfers and more, included for your peace of mind.

Long version:

Emerald Cruises invites you to experience contemporary luxury cruising, where the freedom of choice is yours and every journey is yours to set at your own pace.

With over a decade of expertise in river and yacht cruising, our thoughtfully designed itineraries combine cultural connection, comfort and choice.

Whether cruising the rivers of Europe and Southeast Asia, or island-hopping through the Mediterranean and Caribbean, you’ll enjoy a relaxed atmosphere, warm service, authentic local encounters and active experiences like kayaking, hiking and cycling.

Every journey is crafted with your comfort in mind, and includes delicious meals, a selection of beverages, airport transfers, gratuities and more – so you can simply relax and enjoy the journey.

Emerald Yacht Cruises Statement

This statement is for the Emerald Yacht Cruises portfolio only. Explore remarkable coastlines and island escapes on a superyacht experience designed for exploring the extraordinary in luxury and style. Accommodating up to 128 guests, Emerald Yacht Cruises are a unique way to travel, accessing smaller ports and hidden harbours that larger ships simply can’t reach.

Decide how you want to explore, with optional excursions that let you personalise your journey even further. Take part in interactive experiences or enjoy the luxury of time and set your own pace. From Caribbean beaches to the vineyards of the Amalfi Coast, each voyage brings new ways to connect with the world.

Stylish alfresco dining, thoughtful inclusions, and a relaxed on board atmosphere define the experience on your award-winning yacht. With meals, all-day beverages, airport transfers and gratuities included, you’re free to focus on what matters - and enjoy your journey, your way.

Emerald River Cruises Statement

This statement is for the Emerald River Cruises portfolio in Europe and Southeast Asia.

With Emerald River Cruises, you’ll explore the waterways of Europe and Southeast Asia in contemporary luxury. Step on board your award-winning Emerald Star-Ship and settle into stylish spaces where modern design meets a relaxed atmosphere - from the innovative pool that transforms into a cinema at night, to open-air decks perfect for taking in the view.

Accommodating up to 163 guests, each day brings the freedom to explore your way. Optional excursions let you tailor the journey to your interests even further – from interactive excursions that uncover cultural landmarks and local traditions, to culinary tastings, guided bike rides and hikes. Or set your own pace, taking time to wander through riverside towns or relaxing by the pool as the scenery drifts by.

On board, savour regionally inspired meals and complimentary drinks at meal times, then retreat to your thoughtfully appointed stateroom or suite. With generous inclusions and tailored excursions, airport transfers and gratuities, your journey will feel seamless from start to finish.

Emerald Tours Statement

This statement is for the Emerald Tours portfolio only.

Uncover iconic sights and local stories in comfort, style and at your own pace. Emerald Tours invites you to explore the world through authentic encounters with the freedom to discover each destination in your own way.

Travelling in a small group with expert Tour Directors and local hosts, each journey blends must-see highlights with experiences that bring culture and history to life.

Itineraries are thoughtfully designed with stylish accommodation, deluxe transfers and interactive experiences included – along with renowned rail journeys, a selection of meals, and all gratuities. You can also decide how you want to explore, with optional excursions to personalise your journey even further.

Whether exploring the iconic cities of Europe and Canada, the traditions of Japan or the temples of Southeast Asia, seamless planning and expert guidance help you enjoy every destination to the fullest.

The Master Brand Essence for Emerald Cruises & Tours

This definition captures the core of the Emerald Cruises & Tours brand — what we stand for and what sets us apart. It serves as a guiding framework to help markets shape messaging, content and creative execution with consistency and clarity.

With Emerald Cruises & Tours, it’s the luxury of feeling completely at ease –to enjoy the journey and connect deeply with your destination. Thoughtful inclusions and flexible itineraries give you the freedom to explore actively or take a slower pace, all while creating genuine connections every step of the way.

Your Journey, Your Way - Master

This is your journey, and you deserve to experience it just the way you like. With the luxury of time and choice, you have the freedom to set your own rhythm - to do it all or slow down as it suits you. A variety of excursions and activities means you can tailor each day to your interests. Shape the experience your way, with optional extras to suit all tastes.

Your Journey, Your Way - Rivers

Your journey flows at your pace. Whether you choose to join a handpicked tour for an insider’s view of local art, history and culture - or head out on your own to explore a quiet square or discover a hidden gallery - each day is yours to shape. With time in the heart of each destination and a range of exciting experiences, you set the tone for how deeply you explore.

Your Journey, Your Way - Yachts

This is your journey, and you set the pace. Start the day with a swim off your yacht’s Marina Platform, glide across a hidden bay by kayak, or simply relax on deck with a refreshment in hand. Choose to explore on your own or join a guided excursion to uncover coastal towns and hidden coves. However you spend your day, every choice is yours - relaxed, unhurried, and entirely your own.

Emerald Tours essence and descriptions are to follow in edition 2

Thoughtful inclusions - Master

Thoughtful inclusions bring a sense of ease to your journey - the kind of comfort that lets you settle in and simply enjoy what you like. From stylish, well-appointed rooms to regionally inspired meals and interactive excursions, every detail is considered for you to travel well and feel connected along the way.

On board, drinks are included at mealtimes on river cruises, and available throughout the day on yacht cruises. Premium ESPA products in your ensuite add a touch of luxury, while a carefully balanced program of excursions gives you the freedom to explore - whether that means joining guided cultural tours, enjoying an active hike or wandering independently at your own pace.

For the curious traveller, EmeraldPLUS and EmeraldACTIVE programs offer tailored experiences for a more personal connection to each destination. Whether you’re unwinding on deck or discovering hidden gems ashore, you’ll find space to relax, time to explore, and the flexibility to shape each day your way.

With every inclusion thoughtfully chosen to reflect the rhythm of your journey, you’re free to focus on what matters mostuncovering new places in a way that feels completely your own.

Thoughtful Inclusions: Rivers

On your river cruise, thoughtful inclusions invite you to connect with local culture and heritage. Comfortable, stylish spaces and regionally inspired meals provide a welcoming retreat after days spent wandering historic towns, visiting galleries, or cycling through vineyards. Drinks served at mealtimes complement the regional flavours, while premium ESPA products in your ensuite offer an added touch of luxury.

Daily excursions are designed to suit your pace and interests - join a small group to explore cultural landmarks or quaint villages. Choose an EmeraldPLUS excursion to reveal the heart of local life, EmeraldACTIVE tours for those who enjoy a more energetic adventure, or Emerald DiscoverMORE for curated experiences that take you beyond the expected. However you choose to explore, there’s freedom to find your own rhythm each day.

Thoughtful inclusions - Yachts

Travel in luxury along captivating coastlines and secluded islands, where thoughtful inclusions are designed to complement the yachting lifestyle. Stylish staterooms and suites, alfresco dining and drinks served throughout the day create a relaxed setting as inspiring views unfold around you.

Swim from the Marina Platform, kayak in hidden bays, or explore charming coastal towns at your own pace. Join an optional excursion to visit city highlights and local gems. Deepen your connection with each destination’s unique character and authentic way of life with an EmeraldPLUS experience, seek adventure with EmeraldACTIVE tours for more active exploration, or choose an Emerald DiscoverMORE excursion for curated journeys beyond the expected. On board, spacious decks, a well-equipped gym, a rejuvenating spa and aquatic toys provide a balance of relaxation and activity, allowing you to make your journey truly your own.

The following Statements can be used for Emerald Cruises experiences and relate to the on board environment (should not be used for Emerald Tours).

Rejuvenation - Master

At Emerald Cruises we believe that luxury is living well effortlessly - feeling your best through freedom of movement, fresh cuisine and calming spaces that recharge your mind and body. Holistic rejuvenation is thoughtfully woven throughout the experience, from stylish lounges and space to unwind. With optional activities that encourage reflection and connection, this is your time to savour the feeling, recharge and reconnect in a way that feels right for you.

Rejuvenation - Rivers

At Emerald Cruises we believe that luxury is living well effortlessly. As you cruise along legendary rivers and take in ever-changing landscapes, holistic rejuvenation shapes every part of the experience.

Escape the everyday and enjoy the freedom to move, unwind, and recharge. Fresh, regionally inspired meals and stylish spaces create a welcoming retreat where you can rejuvenate both mind and body. Whether you’re exploring a local village, joining an optional activity or relaxing by the pool, each day gives you the chance to reconnect - with the world and with yourself.

Rejuvenation - Yachts

At Emerald Cruises we believe that luxury is living well effortlessly. Cruising from one breathtaking coastline to the next, holistic rejuvenation shapes every part of the superyacht experience. Embrace the freedom to move, relax and recharge with alfresco dining and stylish spaces to soak up the view.

Whether you choose to kayak hidden coves, lounge by the infinity-style pool or enjoy the rejuvenating treatments and facilities at Elements Spa, each day provides the change to reconnect - with your surroundings and with yourself.

Writing & Terminology Framework

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Writing Principles

Ensure your copy meets these three key criterias to deliver meaningful content.

1. Don’t over exaggerate or embellish

Copy should be simple, clean and in a conversational style. Avoid over promising or overcompensating. Showcase the high quality of our ships by selecting visuals which highlight the standout features and the Emerald Cruises & Tours lifestyle, supported by a brief explanation of what sets us apart.

We cannot promise perfect weather or no crowds. Always be realistic with what we can deliver on board a cruise, journey or third-party product.

Avoid using too many filler words, such as: Glistening, sparkling...

Do not use phrasing like unrivalled, world-class, enriching, wonder, moments or similar which are used by our sister brand Scenic.

For example: Emerald Cruises & Tours offers a diverse range / choice of x number of options

NOT: We will cater to your every whim / desires / need — with endless / unlimited choices

2. Guest-centric

Make your copy guest-centric to put the reader in the ‘picture’ and help them imagine themselves on our ships, voyages, journeys and cruises. Always use language such as ‘you will’ ‘your’ ‘you can’ and wherever possible avoid possessive language such as ‘our’ and ‘enable’.

3. Break up copy

Use short sentences to help the rhythm of your writing. Make use of headings to highlight and emphasise topics and make longer texts more easy-to-digest for the reader.

Use contractions where possible. For example: You’re instead of You are

Use experience based phrases. For example: you can/will experience instead of gives you the opportunity to.

Words to use:

Themes

Luxury

Words to use

Bespoke, contemporary design, modern, luxury, natural, modern, thoughtful

Avoid using

Sophisticated, elegant, beautiful, discerning, refined (except where ‘refined comfort’ is implied), ultra-luxury, meticulously

Feeling Magic, modern exploration, authentic adventures, flexible, balanced, engaging It’s more than, memories to last a lifetime, moments, unforgettable moments

On board experience Award-winning, custom-built, purpose-built

Activities and Excursions

Authentic local experiences, interactive, engaging, curated, active, adventure/discover (use lightly)

Destinations Fascinating, breathtaking, rich culture and traditions, lively atmosphere, natural beauty

River Cruising Cruise, glide, journey, ‘through the heart of’

Yacht Cruising Island hop, cruise the >destination< Sea, explore breathtaking beaches and coastlines, sail the stunning coasts, superyacht experience

Health/Wellbeing Rejuvenate, relax, unwind, refresh, recharge

Weather Mild, seasonal, coastal

Other words On board, personal

state-of-the-art, world-class, a culinary journey, small-ship, all-inclusive, every detail taken care of

Also avoid star ratings (ie 5-star ships)

Enrich/enriching, immerse/immersive, exploration, once-in-a-lifetime

Seldom-seen, front row seat, awe-inspiring, scenic

Sail, voyage

Explore the world, the world’s best

Wellness, vitality

Sunkissed, sundrenched, perfect, beautiful

Aboard, intimate

Master Brand & Product Logos

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Trademarks & Brand Protected Terms

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Example:

Our brand-protected terms are crucial to maintaining the integrity and recognition of Emerald Cruises & Tours. Consistent and correct usage reinforces our brand identity and protects our intellectual property.

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The Emerald Trademark

The 'Emerald' logo featuring the gem symbol is our primary trademark. This visual element, along with the word 'Emerald', must always be connected to our brand and ship names. This ensures that when our audience sees or hears 'Emerald,' they immediately associate it with our brand, and avoids confusion and cross other competitors that are in the market using the same or similar terms.

Ship Names

All of our ship names must begin with 'Emerald'. This applies for both stand alone ship names and sentences including multiple ship names. This consistent naming convention helps to clearly identify our fleet as part of the Emerald Cruises & Tours family. Ships should always be listed in chronological order

Our Emerald Yacht names:

• Emerald Azzurra

• Emerald Sakara

• Emerald Kaia

• Emerald Raiya

• Emerald Xara

Our Emerald Star-Ship names:

• Emerald Sky

• Emerald Star

• Emerald Sun

• Emerald Dawn

• Emerald Destiny

• Emerald Liberté

• Emerald Radiance

• Emerald Harmony

• Emerald Luna

• Emerald Astra

• Emerald Lumi

• Use: Emerald Azzurra, Emerald Sakara and Emerald Kaia

• Do not use: Emerald Azzurra, Sakara and Kaia (do not drop the ‘Emerald’)

Specific Brand Terms

Certain terms are also protected and should be used consistently as outlined:

• Emerald Star-Ships: This is what our class of river ships should always be referred to. Do not drop the ‘Emerald’.

• EmeraldDISCOVERY Program: Used to introduce our Discover series (EmeraldDISCOVERY, EmeraldACTIVE)

• EmeraldACTIVE: This term should always be presented as one word, with 'ACTIVE' capitalised, as shown.

• EmeraldPLUS: Used to introduce our included excursions

• Emerald DiscoverMORE: The first instance of ‘DiscoverMore’ should always begin with ‘Emerald’. Any additional mentions can be ‘DiscoverMORE’

• When using ‘Emerald River Cruises’, ‘Emerald Yacht Cruises’ and ‘Emerald Tours’, always ensure the sub-brand names are capitalised.

• When referring to the product category, without the brand name, use lower case i.e. on a river cruise, yacht cruise, land tour.

• Do not change the brand name when used in a paragraph, it must always be used in its entirety.

For example:

Use ‘Emerald River Cruises’, not ‘Emerald River Cruising’

Use ‘Emerald Cruises & Tours’ instead of ‘Emerald Cruising’

Words to avoid

• Avoid using ‘scenic’ and ‘emerald’ as adjectives

• For example: A scenic view. An emerald moment.

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One master brand, three product logos

Emerald Cruises & Tours

This is the master brand name. This logo is to be used across marketing materials for all consumer and trade audiences.

The Emerald Cruises & Tours logo has two versions.

- Outline version — The preferred version to use where possible. Should not be used at under 10mm high.

- Solid version: to be used when legibility is an issue and when appearing under 10mm in height.

Product logos

Emerald Yacht Cruising, Emerald River Cruising and Emerald Tours.

These are to be used in on board materials only and merchandise.

Landscape version: Preferred option

Vertical stacked logo: For use in portrait shaped creative. There is no outline version of these logos and should always be used as a solid logo.

For Trademark and legal reasons:

- Do not use “Emerald” on its own

- Do not double up on brand and product names

(For example: Emerald Cruises Yacht Cruises).

- Do not use the word “scenic” in copy

Formats

The logo must always appear in full at all times. For example: gem device and the words Emerald Cruises & Tours, and as one full colour (Emerald green, black or reversed out). The outline logo should always be used when alongside any creative/lockup featuring sister brand Scenic Luxury Cruises & Tours.

Copy rules:

If referring to our products individually, we should address as:

- Emerald Yacht Cruises

- Emerald River Cruises

- Emerald Tours

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Logo Use

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Master Brand Logos:

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Product Logos:

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Landscape version

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Stacked version

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Logo Use - Clear Space and Minimum Size

Logo clear space

The minimum clear space that should always surround the logo is shown here. It is the equivalent to the height of the ‘E’ in the logo.

Minimum size

The minimum height should be 10mm. Logo use under 10mm should be the solid version. Clear space should be the height of the ‘S’ in Tagline.

Minimum size may vary depending on channel or format

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Logo integrity

What not to do with the Master Brand and Product logos.

Do not stretch the logo

The Deluxe Cruise Company

Do not add to the logo

Do not change the colour of the logo

Do not use the product logos without the ship or gem devices

Do not put the logo on an image and use a colour where it can not be read

Do not add background strokes, gradients, drop shadows, reflections or anything else to the logo

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Supporting Product Logos

The following descriptors are the key lockups and descriptions of guest experiences and activities, offered across Emerald Cruises & Tours.

Supporting Product Logos

Included Excursions

Discover the highlights of each destination with guided city tours and walks. Included daily on river cruises and on select days during your yacht cruise.

EmeraldDISCOVERY

Make the most of every destination with EmeraldDISCOVERY – a collection of hand-picked experiences and optional extras, thoughtfully curated so you can tailor your itinerary and explore in a way that suits you.

EmeraldPLUS EmeraldACTIVE

EmeraldPLUS experiences create a deeper connection to local life – from home-hosted coffee and cake to exclusive events like a Provençal dinner with chef Fabien Morreale. These authentic experiences are included in your journey.

EmeraldACTIVE experiences are designed for those looking to explore with more energy – from guided hikes and e-bike tours to kayaking adventures, all included in your journey.

DiscoverMORE

Emerald DiscoverMORE experiences are curated excursions which offer the chance to venture beyond the expected. Highlights include wine tasting, guided tours to UNESCO World Heritage-listed sites, or private classical concerts.

These optional experiences are available at an additional cost.

Master brand logo application

When creating materials which have two instances of the master brand logo, it is important that we apply the following for consistency:

Above the fold — The outline version should be used for all instances where the logo appears above the fold (for example, headers at the top of the page).

Below the fold: If the master brand logo appears in a footer or minor subsection where it appears smaller in size, the solid version of the logo should be applied.

Secondary logo

Colour Palette

The Emerald Cruises & Tours experience is fresh and modern. This is reflected in our colour palette which uses Green on White with a dash of colour to distinguish between offers and promotions. To create a luxury feel, the secondary colours should be used in moderation.

To ensure accurate colour reproduction across all modes and media types, the following colour palette has been created. Pantone (PMS) and CMYK colour values should be used for printed collateral. RGB values are used for television screens and Hex values should be used for digital communications.

A separate digital colour palette has been provided for core communication materials, including the website, eDMs and digital banners.

Primary colour palette

Primary Green and Pale Green always with white. Please note: Light versions are 50% tints of the main colours.

Secondary colour palette

Most used for offers and promotions. Please note: Light versions are 50% tints of the main colours.

Tertiary colour palette

This additional colour palette can be used where additional variety is needed. Can be utilised if the secondary palette is not in use at the same time.

Please note: Light versions are 50% tints of the main colours.

EmeraldPEACH

EmeraldYELLOW

Digital colour palette

To optimise the onscreen reproduction of the Emerald Cruises & Tours colours, the following digital colour palatte has been provided for core communication materials, including use on:

• The website

• eDMs

• Digital banners & social media

EmeraldGREEN

R:90 G:135 B:140

Hex #59878c

R:121 G:189 B:205

Hex #79BCCd

EmeraldPURPLE

R:137 G:36 B:90

Hex #821F5c/#892359

EmeraldORANGE

R:238 G:124 B:4

Hex #ed7c03

R:227 G:6 B:19

Hex #CD1618

EmeraldPEACH

R:202 G:110 B:98

Hex #E18173

EmeraldDARKBLUE

R:0 G:86 B:120

Hex #00506F

R:0 G:117 B:191

EmeraldYELLOW

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz 123456789?! @#$%^&*_+

General Use Typeface

For everyday use, in Word documents, emails and PowerPoint presentations, the two primary fonts are Core Sans and Raleway.

Recommendations – Raleway Raleway for headings.

Recommendations – Core Sans Core Sans for body copy.

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz 123456789?! @#$%^&*_+

ABCDEFGHIJKLMNOPQRSTUVWXYZ

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ABCDEFGHIJKLMNOPQRSTUVWXYZ

Visual & Creative Expression

Emerald Cruises & Tours is a modern, contemporary brand that is centralised around authentic moments. This should be portrayed in the images we select and the videos and other materials that are created.

Photography & visuals: Contemporary, upbeat, fun, and exciting. Reflected through fresh, vibrant photography that captures natural moments and energy.

Use clean & contemporary compositions: With natural light, fresh colours, a sense of movement and spontaneity.

and Creative Expression

Visual

Cropping

• Wide angle shots that paint the picture are preferred over overly close crops.

• Focus on telling the story to add intrigue.

• Focus on movement and scale with creative wide crops.

• Use closer crops for elements that need the focus (such as food, of if highlighting the details).

• Include people in the shot to help tell the story.

Colour

• Colour should tell a story. Whether it be the vibrant colours of a local food stall, or the tapestry of colourful buildings on the shore.

• Keep the use of colour natural and vibrant, it should not be overwhelming.

Filters

• When enhancing images, avoid adding coloured filters over photos.

• Images should feel authentic and balanced. Avoid oversaturating colours.

Mood

Showcase vibrant moments:

• Convey emotion through lifestyle-focused imagery. Candid, natural and not forced.

• Guests enjoying the outdoors, relaxing on deck, connection of friends/small groups, cycling through picturesque locations, or kayaking along quiet rivers. Along with interactions with and service from the crew.

Emphasise connection with destinations:

• Look for moments that shine and create a moment of intrigue. Local culture, destination-rich landscapes, and authentic activities, captured in an uplifting, approachable and lifestyle centric way.

Extraordinary moments — macro

When shooting or selecting stock photography, the imagery for these extraordinary moments (destination landscapes and surrounds) should convey a sense of authenticity.

Colours should not be over saturated, and the ideal image composition should feel as if it’s a moment to remember.

Focusing on the details — micro

Focus on the details that create the moment, using creative cropping to convey a sense of story and movement.

Lighting should be soft, and bring out the depth of the colours within the moment to draw the eye.

People, cultural immersion & active experiences — macro

Including people (guests and/or crew) in the image helps our audience feel more connected to the experience, allowing them to imagine what it would be like for them to step into their shoes.

For active experiences, use people to showcase the enjoyment of the activity. Paddling a kayak with a postcard-perfect view, wandering the streets and engaging with the local sights that surround them.

• Showing people at a small scale helps convey the sense of size of an area or location.

• Capturing a moment mid-movement will add a sense of authenticity.

• Subjects should avoid stage smiling — keep it real and honest

• Photos should tell a story and shouldn’t feel isolated. Chose backdrops that add to this.

Video is a very important element for the Emerald Cruises & Tours’ story telling. Footage selected should showcase the life and vibrancy behind living an Emerald Cruises & Tours lifestyle, allowing viewers to imagine themselves in the picture.

Video voiceovers & music tracks: Upbeat, refreshing, and effortless — avoiding anything too ‘slow’, formal or scripted.

Editing:

Should mirror the music selection to give a sense of pace and vibrancy. Quick transitions and snapshot moments helps create the active atmosphere that guests love about our brand.

The Gem Symbol

The Emerald Cruises & Tours gem symbol is derived from the Master Brand logo, signifying an emerald gem and is a symbol of the radiance and rare quality of our brand. The gem symbol sits alongside our master brand Emerald Cruises & Tours wordmark.

Using this symbol as is a visual identity of content we may be communicating, especially where we want to add a visual difference. The gem can be used as a background alternative to distinguish block of copy from the visual, or as a discreet symbol by itself as a divider between or at the end of content.

“My Journey with Emerald has been absolutely amazing and full of wonders.”

EMERALD CRUISES EXPERIENCE

Primary use icons

A selection of icons used across key marketing collateral to help guests identify what is offered by Emerald Cruises & Tours.

These are included in brochures as a reference guide of inclusions and excursions.