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GUIDELINES
EUROPE - MIDDLE EAST - AFRICA - ASIA
T H E M O S T FA M O U S O C E A N L I N E R S I N T H E W O R L D
C O N T E N T S
Page
Introduction 3
Brand Positioning 4
Brand Pillars 5
Brand Mission 6
Brand Personality 6
Brand Attributes 7
The Cunard Colours 8
Identity Applications 9-16
Typography 17
Copywriting Style 18
Terminology 19-20
Master Brand Brochure Covers 21
Sample Templates 22-28
Brand History 29-30
Marketing Approval 31
T H E M O S T FA M O U S O C E A N L I N E R S I N T H E W O R L D
T H E M O S T FA M O U S O C E A N L I N E R S I N T H E W O R L D
BR AN D P O SIT IO N IN G
BRAND POSITIONING
BRAND MISSION To fulfil aspirational dreams and deliver Cunard’s tradition of excellence at sea.
BRAND PERSONALITY Sophisticated and glamorous – for cultured travellers from around the world.
BRAND ATTRIBUTES With the Youngest Fleet in the World, Cunard offer classic traditions combined
seamlessly with 21st century luxury and a host of innovational firsts.
T H E M O S T FA M O U S O C E A N L I N E R S I N T H E W O R L D
BR AN D P ILLA RS
Brand Pillars make up the special features which distinguish Cunard from our competitors and increase
our competitive advantage in a busy marketplace. They have been established through sound research
and analysis and are reinforced by our various on-board activities and programmes.
T H E M O S T FA M O U S O C E A N L I N E R S I N T H E W O R L D
This is the overarching Brand Truth and is underpinned by the five brand pillars:
BRITISH
‘Proper’ British signatures evident in all we do
SENSE OF COMMUNITY
Cunard provides the opportunity for guests to meet and bond with similar types of
people who enjoy doing similar things. The guest becomes a true ‘Cunarder.’
LEGENDARY VOYAGES
Transatlantic Crossings – Cunard operates the only scheduled service today.
Cunard introduced the World Cruise concept in 1922 – and travellers aspire to sail with Cunard.
Inspirational – each voyage becomes a uniquely memorable experience to those who sail.
T H E M O S T FA M O U S O C E A N L I N E R S I N T H E W O R L D
BR AN D M ISSIO N
Sophisticated and glamorous – for cultured travellers from around the world
With glamorous associations and a litany of regal and famous guests, Cunard has an international
appeal unparalleled around the world. Renowned for fame, sophistication, formality and trustworthiness
– Cunard’s world famous ocean liners have become modern day icons of British heritage.
T H E M O S T FA M O U S O C E A N L I N E R S I N T H E W O R L D
BR AN D AT T RIBU T E S
Classic traditions combined seamlessly with 21st century luxury & innovational firsts
THE YOUNGEST FLEET IN THE WORLD – With the arrival of Queen Elizabeth, the three largest
Cunarders ever built comprise the most modern fleet to grace the ocean waves.
TRANSATLANTIC CROSSING – The hallmark of Cunard. Perfectly designed to forge her way
across the Atlantic, Queen Mary 2 continues Cunard’s tradition as the only operator to offer a
regular service to and from New York.
THE MOST FAMOUS OF WORLD VOYAGES – Annually circumnavigating the globe, Cunard
offers a host of options from full world voyages to shorter sectors.
ROUNDTRIP SAILINGS FROM SOUTHAMPTON – Cunard offer a vast array of voyages
sailing roundtrip from Southampton. The world’s most famous ocean liners are now both accessible
and affordable.
WHITE STAR SERVICE – Impeccable service, honed to perfection for more than a century
and a half, is the cornerstone of Cunard’s tradition. From the signature white gloved greeting on
embarkation, to award-winning dining and the quintessentially British tradition of afternoon tea –
nothing quite rivals this experience of gracious hospitality.
GRILLS EXPERIENCE – Discover a pre-eminent realm of privilege and luxury. Besides the lavishly
appointed suites and intimate ambience of the Grill dining which has long been rated the best
anywhere at sea by Berlitz, it means flowers, your own quiet spot on a private deck, embarkation
and disembarkation on a priority basis and butler service in the top suites.
FORMALITY AND GRANDEUR – Grand ballrooms with some of the largest dance floors at sea,
glittering production shows in full-size theatres, magnificent restaurants with sweeping staircases –
all providing the perfect backdrop for glamorous black-tie evenings.
CUNARD INSIGHTS – Cunard Insights is Cunard Line’s on-board enrichment programme,
introducing guests to stimulating experts and accomplished visionaries who reflect the line’s heritage
of adventure and prestige. Through a series of lectures, Q&A’s, debates, social gatherings, and
workshops, guests will connect with personalities who have achieved notable distinction in areas
including history, world affairs, science, politics, arts and literature.
T H E M O S T FA M O U S O C E A N L I N E R S I N T H E W O R L D
THE C U N A RD CO LO U RS
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.
Below is an illustration of the colours used and their respective breakdowns.
BRAND COLOURS
CMYK RGB Web Safe
Pantone
C M Y K R G B Hex value
SHIP COLOURS
CMYK RGB Web Safe
Pantone
C M Y K R G B Hex value
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BRAND IDENTITY
Cunard has a SINGLE identity for the Cunard brand known as the Master Brand identity which
contains the following elements. 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 Crest
Cunard
The Strapline
T H E M O S T FA M O U S O C E A N L I N E R S I N T H E W O R L D
IDENTITY VARIATIONS
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.
MINIMUM SIZES
The following minimum sizes apply to the Master Brand identity:
Stacked version with no strapline Horizontal version with no strapline Crest (when used separately)
Min. width: 18mm (unless used on Min. width: 36mm Min. width: 9mm
brochure cover, see p23 & p26)
T H E M O S T FA M O U S O C E A N L I N E R S I N T H E W O R L D
T H E M O S T FA M O U S O C E A N L I N E R S I N T H E W O R L D
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SHIP IDENTITIES
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 page 14. Ship
names must only ever be in gold (correct Pantone or CMYK breakdown), and Cunard where used,
in red. The ship colours shown on page 8 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.
T H E M O S T FA M O U S O C E A N L I N E R S I N T H E W O R L D
MINIMUM SIZES
Min. height when used with Cunard name: 8mm Min. height when used without Cunard name: 7mm
COLOUR VARIATIONS
Mono version for use where full White version, for use where background does not
colour or gold are not available provide sufficient contrast with full colour version
The space between crest and ship logo is the equivalent width of two ‘N’s
T H E M O S T FA M O U S O C E A N L I N E R S I N T H E W O R L D
COLOUR
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).
MERCHANDISING
All plans for merchandising must be discussed in advance with your local Cunard Marketing contact
(see page 31). Cunard branded products must not be produced without Cunard’s agreement.
SIZING
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.
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.
Cunard Gold
Pantone 872
or 30C, 40M, 100Y, 0K
Cunard Red
Pantone 485
or 0C, 95M, 100Y, 0K
Cunard Black
Pantone Process Black
0C, 0M, 0Y, 100K
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T H E M O S T FA M O U S O C E A N L I N E R S I N T H E W O R L D
T H E M O S T FA M O U S O C E A N L I N E R S I N T H E W O R L D
To present a consistent and coherent brand image, we have selected the following group of typefaces
to be used when producing Cunard material.
Voyage Names:
• Voyage Names (i.e. “Mediterranean Explorer”) may appear in Le Havre when
used as chart/itinerary titles, as column headings for fare charts, etc., but when Le Havre
used in body copy (i.e. “Enjoy our Mediterranean Explorer 12-day tour of
Europe”) should continue in the same font as the copy block in which it appears.
Ship Names:
• Ship Names must ALWAYS appear only in Cunardia, regardless of usage or font
of surrounding copy – within narrative text, in emphasis copy, etc. The ship names Cunardia
should never be divided due to wrapping.
Secondary Headlines/Subheads:
• Weights/sizes by usage type at designer’s discretion Drescher Grotesk
Detail Copy:
• Itineraries/Schedules – Embark/Disembark Ports should be indicated in bold Zurich Condensed
• Fare Charts – Zurich Condensed/Light should be used for both Category Names
and Fares Zurich Light
• Disclaimers, Terms & Conditions, other “Legal Copy” – minimum type size 6 point
Script:
• To be used as initial capital letters to start new body copy sections or use sparingly
in full words/titles.
Palace Script
T H E M O S T FA M O U S O C E A N L I N E R S I N T H E W O R L D
Far be it for any guidelines to instruct on how to write copy, but any copy must reflect the quality of
the brand. It must be addressed in such a way so as to add polish and credibility to a brand which is
steeped in so much history and acclaim.
Descriptions of Cunard, its brand and its product must project a sense of professionalism, quality, style
and service. There are many words and phrases which can be used to ensure such a delivery and the
following are just a small selection for your guidance:
SUGGESTED WORDS/PHRASES
BRAND ESSENCE • The Most Famous Ocean Liners in • The new golden age of ocean travel
the World • The legendary Cunard experience
• Timeless Voyages since 1840 • International icons of British heritage
• A Timeless Legacy (the ships)
• Tradition in 21st Century Luxury
QUEEN MARY 2 • The greatest ocean liner ever built • Proudly taken over the Transatlantic mantle
• One of the greatest maritime engineering • The world’s greatest ocean liner
feats of this century
QUEEN ELIZABETH • Second largest Cunarder ever built • Our gracious Cunarder
THE TRANSATLANTIC • Cunard offers the only scheduled • Classic, epic and unforgettable
CROSSING Transatlantic service • The legendary Transatlantic Crossing
• A legendary crossing uniting two great
continents
WORLD VOYAGE • The most famous of world voyages • The epic world voyage
T H E M O S T FA M O U S O C E A N L I N E R S I N T H E W O R L D
TE RM IN O LO G Y
TERMINOLOGY
T H E M O S T FA M O U S O C E A N L I N E R S I N T H E W O R L D
TE RM IN O LO G Y
LANGUAGE:
Use British English in all marketing communications.
SHIP STRAPLINES:
You may insert the following ship straplines where appropriate:-
• Queen Mary 2 - The greatest ocean liner ever built
• Queen Victoria - A classic Cunarder
• Queen Elizabeth - Our gracious Cunarder
NUMERIC STYLES:
Always spell out numbers 9 and under. Use numeric designations for 10 and higher.
Use numerals when the number modifies a unit of measure, time, proportion, etc.:
65 mph, page 5, 9 percent.
TIME:
Use the 24 hour clock instead of time periods, eg. 13:00 instead of 1pm. Please use the
12 hour clock for collateral produced in Australia or New Zealand.
DATES:
Avoid using ordinals when writing dates, eg. 1 January instead of 1st January. Refer to dates
in the order of Day/Month/Year.
GENERAL DISCLAIMERS:
All promotional/advertising material featuring Cunard voyages should, as a minimum, feature
the following text:
Fares are per person in £ sterling (or relevant currency) based on double occupancy of stateroom.
Fares are subject to availability, apply to new bookings only and are not combinable with any other
Cunard promotional fare or programme. Offers can be withdrawn at any time without notice.
T H E M O S T FA M O U S O C E A N L I N E R S I N T H E W O R L D
CUNAR D M A ST E R BRAN D
BR O CH U RE CO VE RS
To ensure worldwide consistency, the preferred options for all Cunard Master Brand brochures are
shown in the following templates.
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.
The three standardised brochure options provided below are:
BROCHURES
• 210mm x 285mm Portrait
• A4 (297mm x 210mm) Landscape
• A5 (148mm x 210mm) Portrait
T H E M O S T FA M O U S O C E A N L I N E R S I N T H E W O R L D
R ED ST RIP E –
FR ON T CO VE R BACK CO VE R
T H E M O S T FA M O U S O C E A N L I N E R S I N T H E W O R L D
25mm 185mm
Logo background: Black
25mm Crest: Pantone 872
Cunard: P antone 485 or
9mm 0C / 95M / 100Y / 0K
THE MOST FAMOUS OCEAN LINERS IN THE WORLD
260mm
2.5mm
4.5mm
9mm 20mm
T H E M O S T FA M O U S O C E A N L I N E R S I N T H E W O R L D
A4 LAN DSCAP E - F RO N T CO VE R
17mm
280mm
Logo background: Black
19mm Crest: Pantone 872
Cunard: P antone 485 or
9mm 0C / 95M / 100Y / 0K
THE MOST FAMOUS OCEAN LINERS IN THE WORLD
9mm
1.5mm 1.5mm
3.5mm
12mm
3.5mm
14mm
T H E M O S T FA M O U S O C E A N L I N E R S I N T H E W O R L D
A5 PO RTR A IT - F RO N T CO VE R
17mm 131mm
Logo background: Black
19mm Crest: Pantone 872
Cunard: P antone 485 or
0C / 95M / 100Y / 0K
9mm
THE MOST FAMOUS OCEAN LINERS IN THE WORLD
191mm
11mm
9mm 4mm
14mm
T H E M O S T FA M O U S O C E A N L I N E R S I N T H E W O R L D
LET T E RH E ADS
To ensure consistency across the brand, the choice of letterhead should be determined as follows:
• Corporate Stationery – for all generic corporate communications including guest letters.
• Promotional Stationery – to accompany all individual Marketing promotional pieces such
as brochures, mini-brochures and flyers.
Cunard
Corporate and Promotional
Letterheads
T H E M O S T FA M O U S O C E A N L I N E R S I N T H E W O R L D
E NVE LO P E S
To ensure consistency across the brand, the choice of envelope should be determined as follows:
• Corporate Envelope – for all generic corporate communications including guest letters.
• Promotional Envelope – to accompany all individual Marketing promotional pieces such
as brochures, mini-brochures and flyers.
Corporate Envelope
HQ 7924 Return address: CUNARD LINE, Carnival House, 100 Harbour Parade, Southampton, SO15 1ST
I N T H E W O R L D
O C E A N L I N E R S
M O S T FA M O U S
T H E
T H E M O S T F A M O U S O C E A N L I N E R S I N T H E W O R L D
Promotional Envelopes
T H E M O S T FA M O U S O C E A N L I N E R S I N T H E W O R L D
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.
T H E M O S T FA M O U S O C E A N L I N E R S I N T H E W O R L D
BR AN D H IST O RY
TRANSATLANTIC ROOTS
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’.
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BR AN D H IST O RY
INNOVATIONAL FIRSTS
From The Golden Age of 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 becoming part of the Youngest Fleet at Sea.
CUNARD TODAY
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.
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MAR KE T IN G AP P RO VA L
Marketing approval or guidance can be obtained by contacting the following Cunard personnel:
U.S. / CANADA:
contact Nicole Knox (nknox@cunard.com)
UK:
contact Andrea Lenihan (andrea.lenihan@cunard.co.uk)
AUSTRALIA:
contact Michael Viner (michael.viner@carnivalaustralia.com)
T H E M O S T FA M O U S O C E A N L I N E R S I N T H E W O R L D