Cunard Brand Guidelines
Excerpt:
Brand Guidelines
he Cunard “Brand” identity goes further than just logo's, colours or typefaces. The term “Brand” covers our total personality and encompasses the broad range of issues we need to consider whenever, or whatever, we communicate.
Our identity is the most prolific visual representation of our reputation. Our identity must be kept consistent across all our communications in order to be recognised, remembered and rewarded with trust by all those that come into contact with it.
These guidelines contain all you need to know to design and produce communications correctly from the details of identity application to the more general issues of look and feel. (…)
Cunard Master Brand Brochures
To ensure all Cunard brochures worldwide have some element of consistency, all executions must use one of the three layouts beneath.
These layout the colour, position and relative size of the strap line and identity, using one margin of the brochure cover. Designers can use the header, left or right margins to best suit their work, but NEVER the footer. This is so as the identity will always be visible in some form however the brochure is racked.
Please note the templates shown are for a Cunard Master Brand Brochure. If the work is ship specific such as QM2 for example, then as with the identity guidelines substitute the crest with QM2 identity.
The rest of the cover is left free to express the individual requirements of the specific brochure both in terms of photography, illustration or typography.
Identity Applications
Cunard has a single identity for the Cunard brand known as the Master Brand Identity. It contains the crest, Cunard, and the tag line “The Most Famous Ocean Liners In The WorldSM”.
This identity must always be used when referring to anything that is not ship specific.
Please note the SM mark applies across all the US identities, and TM mark across the rest of the world. Other than that there is no difference between the two geographical areas and their respective identities.
In addition each ship has its own identity that follows the principles of the layout of the Master Brand, only using the ship's identity instead of the crest.
This ensures a distinct, clear and recognisable family of identities that can be universally applied with both clarity and conviction.
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Source:
Cunard Brand Guidelines
