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BRAND GUIDELINES & MANUAL FOR PARTNERS
Updated as of 12 September 2025
This Emerald Cruises & Tours brand guidelines is an essential tool, for ensuring consistency across all materials with partners and third parties. It’s designed to create the framework for our internal teams and creative partner(s) in crafting marketing materials that reflect the distinctive spirit of Emerald Cruises & Tours.
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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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 180 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.
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.
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.
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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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
R:253 G:199 B:67
Hex #FECA3A EmeraldDARKGREEN
R:0 G:81 B:87 Hex #005056
Typography
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Primary Design Font
Raleway Bold
Use for the main titles on marketing material, as well as on subtitles i.e. Raleway Bold would be used for the title and Raleway Medium would be used for the subtitle. Or Raleway Medium would be used for the title and Raleway Regular for the subtitle.
Please note: title case should not be used.
Tracking: 0 or can go down to -20 but no lower.
Font size: The subtitle should be three quarters the size of the title i.e. title is 16pt / subtitle 12 pt. However, judgement should be used if this rule doesn’t work by eye.
Raleway Bold — TITLE
ABCDEFGHIJKLMNOPQRSTUVWXYZ
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Raleway Medium
ABCDEFGHIJKLMNOPQRSTUVWXYZ
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Raleway Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ
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Secondary Design Font
Gotham Narrow
Gotham Narrow Light will be used on the body copy in marketing material. Where Gotham Narrow Light does not show up very well, i.e. on a specific colour, Gotham Narrow Book can be used as the body copy.
Please note: for the brochure the minimum font size should be 9pt.
Tracking: 0 or can go down to -20 but no lower.
Font size: Body copy should be no lower than 8pt. Only in very exceptional circumstances can the font size go any lower i.e. very small advert sizes etc.
Typography
Gotham Narrow Light — BODY
ABCDEFGHIJKLMNOPQRSTUVWXYZ
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Gotham Narrow Book
ABCDEFGHIJKLMNOPQRSTUVWXYZ
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Gotham Narrow Medium
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
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
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