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About these
guidelines.
Once you start working with them and get used to them, you’ll
find these guidelines have been designed to work with you and
provide all the flexibility you need create the best work possible.
Contents. >
Cunard Brand Guidelines. 3
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Cunard Brand Guidelines. 5
1.1 Distinctly Cunard. The essential truth behind the Cunard brand is something no-one
else can offer – true luxury on a grand scale.
This truth becomes real in every aspect of what makes us who we
are - from the three Queens themselves, to the White Star Service
provided by our staff, and every element of what we offer our customers.
They are all distinctly Cunard.
It also needs to be true of the way we express the brand in every medium
- everything we create should reflect the wider brand experience and
thinking. And should always pass one sense-check - is this something
that could only be Cunard?
These guidelines are designed to be a tool to help you make sure
that everything we create passes that test.
1.2 Brand values. Our brand values define us, both in our expression of the brand in
any application and in our customers’ perception of who we are.
Gracious – a sense of respect and courtesy.
Authentic – reflects our heritage and principles.
Calm – everything is easy and free of stress.
Distinctive – an experience never to be forgotten.
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Cunard Brand Guidelines. 6
2.0 Logo.
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Cunard Brand Guidelines. 7
2.4 Registrations
and trademarks.
The Crest element of the Cunard ◆◆ The quality of any promotional
master logo is a registered trademark. literature displaying the Crest must
Royal consent has been given by The be high. Please contact your Cunard
Lord Chamberlain for the registration Marketing representative if there
of this trademark by Cunard. Use are any discrepancies or you require
of it in any promotional advertising further guidance on this issue.
or marketing material is subject to
There are no exceptions to the above.
the following rules which must be
adhered to: Please contact your local Cunard
Marketing representative for the full
◆◆ The Crest must always be used in its
list of registrations and trademarks
complete form and never dissected.
which are relevant to your country.
◆◆ The Crest must never be used as
a watermark or have a conflicting
background.
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Cunard Brand Guidelines. 9
A3 - 55mm
Sizing is based on the width
of the master logo.
A4 - 40mm
Exception for brochures - 60mm
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Cunard Brand Guidelines. 10
Black
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Cunard Brand Guidelines. 11
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Cunard Brand Guidelines. 12
3.0 Colour.
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Cunard Brand Guidelines. 13
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Cunard Brand Guidelines. 14
4.0 Typography.
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Cunard Brand Guidelines. 15
ABCabc ABCabc
SangBleu Sans is our elegant and
distinctive primary typeface. It should
be used in all communications.
typesize, eg 9pt/12pt
When setting text you
should use size and colour
to help the reader navigate.
ABCabc ABCabc
Akkurat Pro is our secondary
typeface and can be used for body
copy in printed communications.
It should be used where SangBleu
Sans is too large or has to be
reduced to a size less than 9pt to
fit copy on the page. It can also be Light 72pt Regular 72pt
used for terms and conditions.
ABCabc
Zurich Cn is our tertiary typeface.
It may only be used for small print
and terms and conditions.
72pt
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890 £&?
ABCabc
If the typefaces SangBleu Sans and Akkurat
Pro are unavailable then please use Arial.
72pt
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890 £&?
16pt, 80% black
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Cunard Brand Guidelines. 18
4.6 Creating
a hierarchy.
Main headlines
When setting text you should
use size and colour to help the
reader navigate.
(Gold C:34 M:34 Y:64 K:16)
SangBleu Sans Light SangBleu Sans light italic should only be used for
Around 20% - 30% smaller than main headlines. quotes in large point size i.e. 15pt when body copy
is 9pt.
Body copy.
(80% black C:0 M:0 Y:0 K:80)
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Cunard Brand Guidelines. 19
4.7 Brochure
copy hierarchy.
Leading: approx 130%
e.g. 9pt - 12pt
Main headline. “Light Italic can be
12pt - 16pt (Gold C:34 M:34 Y:64 K:16) used for quotes.”
SangBleu Sans Light
Gold, 90% Black or White dependent on background.
Tracking: 0 16pt
SangBleu Sans light italic
15pt
SangBleu Sans Light Design details and keylines (see page 30)
11pt
(70% black C:0 M:0 Y:0 K:70)
Stroke 0.25pt
Maximum height 5mm
Body copy.
(80% black C:0 M:0 Y:0 K:80)
Terms and Conditions
SangBleu Sans Light /
Akkurat Light Pro (80% black C:0 M:0 Y:0 K:80)
9pt
Zurich Light Condensed
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Cunard Brand Guidelines. 20
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Cunard Brand Guidelines. 21
X
1/6 X
Gutter width
1/6 of X
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Cunard Brand Guidelines. 22
Ship logos
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Cunard Brand Guidelines. 23
5.3 Keystone.
X
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Cunard Brand Guidelines. 24
communications.
X
The graphic frame should be
applied in proportion to X on
X
the grid.
Designer notes: X
Due to the transparency, the
golden side bars should always be X
coloured in non-spot colour, even
if there is a spot colour of PMS871
X
available.
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Cunard Brand Guidelines. 25
Red = 1/6X
X
Landscape
The black section of the base bar
should always sit behind the graphic X
X
50% Page
X
X
The grid also allows space below
Your ocean awaits.
the red base bar to place Ts&Cs or
the ABTA or ATOL brands. In press X
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Cunard Brand Guidelines. 27
5.7 Covers.
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Cunard Brand Guidelines. 28
Distinctly Cunard
“I can’t put into
across multiple columns and, where Lorem ipsum dolor sit amet, Nulla adipiscing risus iaculis est vel nibh tincidunt hendrerit. Mae
words what if feels
like to walk onboard
any Queen.”
Lorem ipsum dolor sit amet, consect
etur adipiscing elit. Nunc laoreet cu
Duis iaculis bibendum dolor, eu cong
crvrvrv consectetur dui sit amet mollis accumsan. Praesent in nibh sed purus
tincidunt. Donec mattis adipiscing turpis malesuada vestibulum vel ut tortor.
vitae fvr blandit. Curabitur eu facilisis Maecenas at malesuada lectus, sed
sapien. Pellentesque eget sapien nec ullamcorper arcu uis ac sagittis qua.
ante condimentum euismod. Ut nibh
4 Visit cunard.co.uk | Call 0843 374 0000 | Contact your travel agent 5 4 Visit cunard.co.uk | Call 0843 374 0000 | Contact your travel agent 5
Contents. >
Cunard Brand Guidelines. 29
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Cunard Brand Guidelines. 30
6.1 Diamonds.
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Cunard Brand Guidelines. 31
6.2 Maps.
Queen Victoria
referenced on page 13.
Queen Elizabeth
Promotion
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Cunard Brand Guidelines. 32
Contents. >
Cunard Brand Guidelines. 33
Gracious Sophisticated
Authentic Confident
Calm Effortless
Distinctive Experiential
Contents. >
Cunard Brand Guidelines. 34
Effortless.
We go to great lengths to make sure that every moment of
every passenger’s time with us is seamlessly pleasant, with
no need for the faintest crease to cross a brow. Copy should
adopt its own version of White Star Service, always being
polite, a joy to read, making its point as simply and quickly
as possible, and never overstaying its welcome.
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Cunard Brand Guidelines. 35
7.3 In practice.
Little touches.
A meticulous attention to the tiniest detail ensures our ships
and staff are always immaculately turned out. Doing things the
right way to ensure that every aspect of your time on board is
as enjoyable and luxurious as it can be. Whatever you need,
nothing is too much trouble.
Our legacy.
Rooted in Cunard’s long maritime heritage, our White Star
Service harks back to the golden age of travel, a tradition our
staff continue to honour by maintaining impeccable standards
every day.
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Cunard Brand Guidelines. 37
Cunard Insights.
Faces you’ll recognise, stories
you won’t.
Amongst the people on board you might spot some familiar
faces, including writers, actors, film-makers, politicians,
explorers, scientists, historians, even the occasional
astronaut.
Likely as not, it’s because they’ve been invited to inform,
educate and entertain you as part of Cunard Insights, regular
talks on contemporary issues by well-known experts and
personalities.
Come along and you might see the likes of Margaret Atwood
discussing her latest novel, Robert Powell talking about his
life as an actor, or Lord Robert Winston on his medical career,
all of them recent Cunard guest speakers.
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Cunard Brand Guidelines. 38
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Cunard Brand Guidelines. 39
7.6 Summary.
Do.
◆◆ Use proper punctuation, even in a headline.
◆◆ Use words or phrases (flow, drift) that suggest the
cadence of water. With subtlety.
◆◆ Imply and understate rather than over-sell.
◆◆ Say your line out loud to hear whether it flows naturally.
◆◆ Check back to see whether any words can be cut
without losing meaning.
Don’t.
◆◆ Use terms that come across as boastful (best, biggest).
◆◆ Use contractions in headlines, unless it sounds strange
if you do not.
◆◆ Try to tell the whole story in a headline.
◆◆ Use sea-faring puns. Or any other puns.
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Cunard Brand Guidelines. 41
7.7 Lexicon.
7.7 Lexicon.
Children’s facilities Cunard Insights than cruise ships or cruise liners, in passenger members are trained to achieve the standards
Night Nursery facing copy. of White Star Service.
Cunard Weddings
the Zone – Collective name for the three
Log in – Use two words for verb use and one White Star Service – Please note capital ‘s’
areas for children of different ages, including: Cunarder’s Gallery/Cunard Place
word as a noun, e.g. ‘Log in here using the on ‘Service’.
– the Kids Zone – Please note no apostrophe Cunardia/Cunardia Gallery login button’.
in ‘Kids’.
– the Play Zone Daily Programme – Printed daily notification maitre d’ – Please note lower case ‘m’ and
of on board activities.
Our top five lexicon DOs and DON’Ts
– the Teen Zone apostrophe after the ‘d’. Also, please note the ‘i’
Please note lower case ‘t’ in ‘the’ for all of the in ‘maitre’ does not include a circumflex accent. ◆◆ Do say staterooms or suites.
e-brochure – Please note lower case ‘e’
above. Don’t say cabins.
and hyphen. Maritime Quest
◆◆ Do say liners, ocean liners or ships.
General Empire Casino Medical Centre Don’t say boats or cruise ships.
24 hour room service –
Please note no hyphen, all lower case.
e-ticket – On board – Always two words in all usage ◆◆ Do say fares. Don’t say prices.
Please note lower case ‘e’ and hyphen. ◆◆ Do say complimentary. Don’t say free.
planetarium – Please note lower case ‘p’.
Afternoon Tea – Please note initial caps. Takes
Fares – Use a lower case ‘f’ in generic usage,
place each day at 3.30pm on all three Queens. Purser’s Desk/Office
but should be capitalised when part of a
art deco – Please note lower case ‘a’ and ‘d’. product name, for example ‘Cunard Fare’. Royal Court Theatre – Please note all initial caps.
butler – Please note lower case ‘b’. Fitness Centre Royal Academy of Dramatic Art (RADA)
Captain – Always initial cap, whether used for flagship – As one word Sailaway Party
a named individual or in a more generic sense.
Fly-Cruise – Please note initial caps sommelier – Please note lower case ‘s’.
champagne – Use lower case ‘c’, unless it is and hyphen.
Tour Office
part of a proper name, or referring to the region
Games Deck
of France. transatlantic – Please note lower case ‘t’
Grand Lobby and lower case ‘a” when used generically
Commodore – Always initial cap, whether
rather than in the title of a cruise.
used for a named individual or in a more Illuminations – Queen Mary 2’s cinema,
generic sense. planetarium and Cunard insights venue. Transatlantic Crossings – Title of one of our
regular cruises.
concierge – Used as a generic term rather Library
than a title, so no capital ‘c’. Voyage Personaliser
Liner/ocean liner – Though technically
Cunard ConneXions Internet Centre - Please Queen Mary 2 is the only one of our three Queens Voyage Sales Office
note upper case ‘X’. that is a true ocean liner, all three Queens should
White Star Academy – Where our crew
be described as liners or ocean liners, rather Contents. >
Cunard Brand Guidelines. 43
8.0 Photography.
Our new brand imagery is an expression of
the scale and luxury of the Cunard experience.
The following pages provide an overview,
dividing the imagery into three territories.
Contents. >
Cunard Brand Guidelines 44
8.1 Hero.
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Cunard Brand Guidelines 45
8.2 Experience.
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Cunard Brand Guidelines 46
8.3 Reportage.
Casual, documentary-
style shots.
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Cunard Brand Guidelines. 47
8.4 Application
of brand imagery.
Where possible images should be used
in their full landscape format. When a
portrait or panoramic format is necessary
select images that can be cropped
suitably to maintain the feeling of space
and scale.
8.5 Destinations.
◆◆ Choose wide angle images that capture the scale of the destination.
◆◆ Choose natural but interesting light and colour situations.
◆◆ Avoid unnaturally blue skies and glossy artificial colours.
◆◆ Choose images that capture a fresh take on familiar views and iconic landmarks.
◆◆ Imperfect conditions and bold horizons add drama and help draw the audience into
the picture.
◆◆ Avoid any image that looks staged - authenticity is essential.
◆◆ Avoid close up detail shots where there is no sense of place.
◆◆ When specific activities need to be portrayed show the bigger picture - e.g. for a safari,
use an image of animals on a vast backdrop rather than close ups that could have been
taken in a zoo. For a market, show many stalls, not a close up of a product.
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Cunard Brand Guidelines. 49
9.0 Application.
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Cunard Brand Guidelines. 50
9.1 Advertising.
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Cunard Brand Guidelines. 51
9.1 Advertising.
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Cunard Brand Guidelines. 52
9.2 Brochure.
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Cunard Brand Guidelines. 53
9.3 Digital.
Web banners.
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Cunard Brand Guidelines. 54
10.0 Contact.
December 2014
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