Victory Cruise Lines - Brandbook 2018

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V I C T O R Y C R U I S E L I N E S . C O M

V I C T O R Y

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BRAND M A N UA L

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INSPIRATION We’re inspired by the undiscovered. We’re driven by the authentic and utterly unique. We’re constantly in search of local cultures, exciting flavors, and immersive experiences.

We’re inspired by vastness - the Great Lakes, exotic coastlines, the world. At Victory Cruise Lines, we are open to following our hearts and our senses to our life’s next adventure, and that vision remains consistent throughout every aspect of our travelers’ experiences.

Offering unlimited opportunities to make memories that will last a lifetime, Victory Cruise Lines offers curated, bespoke travel experiences that are simply unforgettable.

That singular sense of wonder that only traveling can bring about?

That’s what truly moves us.

V I C T O R Y

C R U I S E

L I N E S

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G U I D E L I N E S

I N D E X

INDEX

04

02

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Inspiration

19

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Corporate Logotype

04

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Index

20

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Logo Construction

06

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Storyline

21

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Horizontal Logotype Version

08

|

Brand Concept

22

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Logotype Symbol

09

|

Tagline

23

|

Unacceptable Logotype Usage

10

|

Slogans

25

|

Colors

11

|

Who we are

29

|

Textures

12

|

Our Difference

30

|

Typography

13

|

Mission & Vision

34

14

|

Positioning

36

|

Photography

15

|

Brand Pillars

39

|

Brand Applications

16

|

Voice

40

|

Corporate Stationery

17

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Values

53

|

Brochure

18

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Visual Assets

54

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Social Media

Icons

V I C T O R Y

C R U I S E

L I N E S

B R A N D

G U I D E L I N E S

S T O R Y L I N E

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STORYLINE At Victory Cruise Lines, we believe that the best part of any journey is the destination.

Cruising with Victory means you’ve got

experience with personalized service,

a travel companion that’s ready to take

attention, and expertise.

your journey to a place of wonder and

Victory Cruise Lines provides

excitement, with boundless opportuni-

one-of-a-kind vacations where the

ties for exploration. You’ll be sailing

experience reigns supreme: Curated,

into personalized attention, unmatched

culture-focused on-shore experiences,

service, and opportunities to make

personalized service and individualized

long-lasting friends and memories.

attention on-board with some of the finest on-ship dining.

Our travelers choose Victory because they are looking to enjoy life differently

Authentic, immersive, and utterly

- foodies and culture buffs, they’re

guest-centric, Victory Cruise Lines is

ready to chase their yearning to

the premier choice for those ready to

discover and continue following that

go beyond the typical cruise experi-

unbridled passion. They turn to us

ence.

because we guarantee an unparalleled

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B R A N D

C O N C E P T

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BRAND CONCEPT Vibrant, adventurous, friendly, and spirited, the Victory Cruise Lines brand is anything but ordinary.

Driven by the notion that travel illuminates, inspires, and opens up a world of possibilities, the Victory Cruise Lines brand highlights the immersive, authentic local experiences we so carefully craft for our travelers.

Dynamic and sophisticated, the brand aims to exemplify the victorious, optimistic attitude of our crew and our travelers.

With guest-forward storytelling that highlights culturally rich experiences, unique flavors, and boundless opportunities for exploration, the Victory Cruise Lines brand is founded on our willingness to go beyond the conventional.

We do destinations like no one else. Join us on a journey filled with unforgettable experiences.

Discover beyond.

V I C T O R Y

C R U I S E

L I N E S

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G U I D E L I N E S

T A G L I N E

TAGLINE

Discover Beyond

&

S L O G A N

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SLOGANS W E D O D E S T I N AT I O N S L I K E N O O N E E L S E . →

Discover Beyond: Great Lakes

→

More to discover

→

Discover Beyond: Cuba

+

Experience the unforgettable.

→

Discover Beyond: Exquisite food

+

Discover the unforgettable

→

Discover Beyond: Cruising →

Experience More.

→

Your next adventure starts here.

+

Intimate. Curated. Exceptional.

+

Sail into a new experience.

+

Memories made to fit you.

+

Everything but ordinary.

+

An experience that fits you.

+

Rediscover your sense of wonder.

+

Destination: Beyond.

+

Destination: Friendships

+

Destination: Local flavors.

+

Destination: Authenticity

→

A curated travel experience.

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C R U I S E

L I N E S

B R A N D

G U I D E L I N E S

W H O

W E

A R E

&

O U R

WHO WE ARE P O S I T I O N I N G S T AT E M E N T Victory Cruise Lines is an unparalleled cruising encounter for those searching for immersive, authentically local destination experiences.

Designed to uncover the cultural richness inherent within each port, we focus on designing curated on-shore encounters while offering a warm, personable, and service-oriented on-board experience, Victory Cruise Lines is the singular cruise line for travelers who seek to discover beyond the surface.

D I F F E R E N C E

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OUR DIFFERENCE VA L U E P R O P O S I T I O N Victory Cruise Lines is a boutique cruising line designed to serve those who expect more from an at-sea experience.

By putting an emphasis on offering an unparal-

Offering the finest on-ship dining options, VCL is

leled, authentically local experiences in every one

also highly focused on individualized service - each

of its destinations, Victory Cruise Lines creates

passenger is treated as though they’re the most

unforgettable experiences that our travelers can

important guest on board. Victory Cruise Lines

relive for years.

designs memorable experiences that are shaped to fit the needs - and dreams - of our guests.

Wherever we go, we are experts. We take the time to uncover and explore every corner that makes

Because our cruises offer an intimate experience,

our destinations unique, so our guests can have a

every passenger becomes family. Warm, inviting,

curated experience.

and attentive service is our crew’s mantra.

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B R A N D

G U I D E L I N E S

M I S S I O N ,

V I S I O N

&

P O S I T I O N I N G

MISSION

VISION

At Victory Cruise Lines we believe authentici-

Victory Cruise Lines seeks to be the premier global

ty is the vessel to life’s richest experiences.

source for those seeking to have an experience beyond cruising, finding opportunities for curated

It’s our mission to provide on-board attention that makes

local experiences, friendships, and lasting memories.

our guests feel like family, while focusing on providing unforgettable local experiences beyond the ship.

We aim to become the leading boutique cruise line in North America by driving home our attention to detail,

We cater to people seeking unique experiences, culture, and local flavor.

carefully crafted on-shore experiences, and ability to make every single passenger feel like they’re part of the family.

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POSITIONING

Sophisticated Current Elegant

BRAND

PRODUCT

VIBRANT

UNFORGETTABLE

Distinct Memorable Premium

SERVICE

PERSONAL

Friendly Inclusive Tailored

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P I L L A R S ,

V O I C E

BRAND PILLARS

EXPERIENCE

PASSION

+

Intimate

+

Curious

+

Authentic

+

Inspired

+

Immersive

+

Cultured

+

Local

+

Intellectual

+

Educational

+

Excellent

+

Enriching

+

Ingenious

SERVICE

SPIRIT

+

Premier

+ Genuine

+

Personalized

+ Friendly

+

Familiar

+ Ageless

+

Intimate

+ Optimistic

+

Friendly

+ Experienced

+

Personable

+ Innovative

&

V A L U E S

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VOICE Victory Cruise Lines communicates in a friendly, and polite tone. +

Positive

+

Engaging

+

Courteous

+

Inspiring

+

Optimistic

+

Curious

+

Personable

+

Adventurous

+

Enthusiastic

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P I L L A R S ,

V O I C E

&

V A L U E S

VALUES Our values drive the core of the experience aboard Victory Cruise Lines. + Unconventional

+

Authentic

+ Enriching

+

Attentive

+ Inspiring

+

Caring

+ Memorable

+

Inclusive

+ Personalized

+

Welcoming

+ Intimate

+

Curated

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V I S UA L ASSETS

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C R U I S E

L I N E S

CORPORATE LOGOTYPE Our Logo is the Key building block of our identity, the primary visual element that identify us. The signature is a combination of the symbol itself and our company name.

Victory Cruise Line’s Corporate Logo comprises two elements, the logo symbol and logo type. The logo symbol is a powerful image evoking de water element and the connection between traveling and freedom.

The Logotype has been carefully chosen for it’s modern and classic look, highly legible style, which has been further enhanced by the use of upper case letters. the typeface is Garamont Medium and has also been chosen to compliment and balance perfectly with the logo symbol.

The Colours have been selected according to international standards as shown below and are easily implemented.

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0.5 1.0

1.0

1.0

0.75

1.0

0.75 0.35

VICTORY C R U I S E

®

L I N E S

0.75

Discover Beyond

Logo Construction, Clear-space and Computation.

It’s important to keep corporate marks

it’s visibility and impact. No graphic

clear of any other graphic elements.

elements of any kind should invade the

Whenever you use the logo, it should be

zone.

surrounded with clear space to ensure

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C R U I S E

L I N E S

B R A N D

G U I D E L I N E S

V I S U A L

A S S E T S

HORIZONTAL VERSION WITH SLOGAN

Discover Beyond 1 cm

HORIZONTAL VERSION (LOGO ONLY)

1 cm

Horizontal Version & Slogan

In many cases, the logo should

Using the Victory Cruise Lines'

the horizontal version, if

be used in a landscape version,

mark together with the slogan is

needed, the slogan can be used

depend of the space and size,

limited by three combinations.

if the space is safe.

the minimum size for any case is

The vertical main logo is the

1cm high.

best way to use the Slogan, with

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THE LOGO SYMBOL

1 cm

Logo Symbol

The main Logo symbol can be use as

While the primary logo should be used

Victory Cruise Lines offer our symbol

icon for brand representation. In many

whenever possible, we understand-

as secondary mark

cases.

scenarios will arise that can compromise the legibility of the logo or that are just not compatible with it.

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UNACCEPTABLE LOGOTYPE USAGE

B R A N D

G U I D E L I N E S

1

Do not at any time angle the logo, It always sits on

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A S S E T S

2

0 degrees angle.

Do not add any effects to the logo, including drop shadows, gradients, etc.

Our logo is very important to us, and we have spend much time and effort into carefully crafting it to be a perfect embodiment of our brand. We ask that designers and users respect the thought and crafmanship that has gone into the logo by keeping

3

Do not in any way alter the proportions of the

4

letters or the ampersand.

it in its pure form and within the rules specified in

Do not alter the colors of the logo except when in accordance to color rules.

this guide.

Be weary when using the Logo not to alter, tweak, cut, or take any personal creative freedom that breaks the specific rules set in this book. the following are merely a few examples of practices that would violate the logo and ultimately the Victory Cruise Lines brand.

5

Do not change the t ypography or font st yle of any part of the logo.

6

Do not in any way distort the logo, either by stretching, squishing, etc.

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3

4

5

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VI CTOR Y C R U I S E

L I N E S

V I C T O R Y

C R U I S E

L I N E S

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G U I D E L I N E S

C O L O R S

COLORS The Primary Color System and Color Codes.

Color plays an important role in Victory Cruise Line’s corporate identity identity program. The colors below are recommen-

PANTONE

311

C

PANTONE

313

dations for various media.

A palette of primary colors has been developed, which comprise the “One Voice” color scheme. Consistent use of these colors will contribute to the cohesive and harmonious look of the Victory Cruise Lines’ brand identity across all relevant media

Check with your designer or printer when using the corporate colors that they will be always be consistent.

PANTONE

2757

C

PANTONE BLACK

6

C

C

26

100%

PANTONE

311

90%

80%

70%

60%

50%

40%

30%

20%

10%

90%

80%

70%

60%

50%

40%

30%

20%

10%

90%

80%

70%

60%

50%

40%

30%

20%

10%

90%

80%

70%

60%

50%

40%

30%

20%

10%

C

CMYK: 68 0 13 0 RGB: 5 195 222 HTML: 05C3DE

100%

PANTONE

313

C

CMYK: 100 0 11 RGB: 0 146 188 HTML: 0092BC

2

100%

PANTONE

2757

C

CMYK: 100 95 4 RGB: 0 30 96 HTML: 001E60

42

100%

PANTONE

6

C

(BLACK)

CMYK: 80 80 80 RGB: 0 0 0 HTML: 000000

100

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C O L O R S

COLORS 2 .

DARK

BLUE

3.

LIGHT

BLU E

Cont.

1 .

F U L L

CO LO R

4.

M EDIUM

GRAY

5.

BLACK

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LOGOTYPE OVER PRIMARY COLORS

MONOCROME LOGOTYPE OVER COLORS

Logotype usage over dark blue

We want to make sure that the Victory

users that include single color, gray

background and black & white

Cruise Lines logo can find a home on

scale, and one color. These genres

options

any surface. For this reason, we offer

should only be utilized when using the

different color genres to designers and

full color impairs the logo’s legibility.

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C R U I S E

TEXTURE ELEMENTS Things can be explored in the mood board include photography, color palettes, typography, patterns, and the overall look and feel of the design.

A rough collage of colors, textures and pictures is all it takes to evoke a specific style or feeling.

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TYPOGRAPHY The corporate Fonts and typography.

Typography plays an important role in

We have selected Garamond Premier Pro and

communicating an overall tone and quality.

Pluto Sans, which helps inject energy and

Careful use of typography reinforces our

enthusiasm into the entire Victory Cruise

personality and ensures clarity and harmony

Lines’ communications, as the [rimary and

in Victory Cruise Lines’ communications.

secondary corporate typefaces.

1 P R I M A RY

2 FO N T

GARAMOND PREMIER PRO Garamond Premier Pro is intended to be an excellent, classical, Garamond. It is a communit y project to create a revival of Claude Garamont’s famous humanist t ypefaces from the mid-16th centur y. This digital version reproduces the original design by Claude Garamont closely: The source for the letterforms is a scan of a specimen known as the “Berner specimen,” which was composed in 1592 by Conrad Berner, the son-in-law of Christian Egenolff and his successor at the Egenolff print office.

This specimen shows Garamont’s roman and Granjon’s italic t ypes at different sizes.

S ECO N DA RY

FO N T

Pluto Sans Pluto Sans - the straight companion of the Pluto Family - was designed

by Hannes von Döhren in 2012. This clear Sans Serif family is based on the Pluto architecture and it still has a hint of the friendly feeling the quirky Pluto conve ys. With its geometric forms and its large x-height it is perfect for long texts in small sizes and usage in print & on screens.

Both Pluto Sans and Pluto have the same range of weights and st yles and can perfectly be used together.

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PRIMARY FONT

T Y P O G R A F Y

SECONDARY FONT

Aā

Garamond Premier Pro - Medium

Aā

Garamond Premier Pro - Medium Italic

Aā

Garamond Premier Pro - Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 :;<=>?@[\]^_`{|}~!”#$%&’()*+,-./

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 :;<=>?@[\]^_`{|}~!”#$%&’()*+,-./

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 :;<=>?@[\]^_`{|}~!”#$%&’()*+,-./

Aā Aā Aā

Pluto Sans - Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 :;<=>?@[\]^_`{|}~!”#$%&’()*+,-./

Pluto Sans - Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 :;<=>?@[\]^_`{|}~!”#$%&’()*+,-./

Pluto Sans - Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 :;<=>?@[\]^_`{|}~!”#$%&’()*+,-./

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TYPOGRAPHY & TEXT HIERARCHY

CONTENT TEXT AND INNER HEADLINES

Caption Text

Pluto Sans Light Pluto Sans Light 4 pt Type / 6 pt Leading

Copy Text

Pluto Sans Regular Pluto Sans Regular

Our Logo is the Key building block of our identi-

6 pt Type / 8 pt Leading

ty, the primary visual element that identify us.

Headlines Copytext

Pluto Sans Medium

The signature is a combination of the symbol itself and our company name.

Pluto Sans Medium

10 pt Type / 10 pt Leading

HEADLIESN AND TYPOBREAKES

Sublines Sections

Pluto Sans Medium Pluto Sans Medium 14 pt Type / 14 pt Leading

Typographic hierarchy is another form of visual hierarchy, a sub-hierarchy per se in an

Big Headlines and Title

Garamond Premier Pro

overall design project. Typographic hierarchy presents lettering so that the most import-

Garamond Premier Pro 20 pt Type /22 pt Leading

ant words are displayed with the most impact so users can scan text for key information. Typographic hierarchy creates contrast between elements.

Sequencer and Title for Marketing

GARAMOND PREMIER PRO Garamond Premier Pro

There are a variety of ways you can create a sense of hierarchy. here are some of the most common techniques for Victory Cruise Lines layouts.

28 pt Type / 32 pt Leading

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T Y P O G R A F Y

1

MAIN TITLE (SEPARATOR) PLUTO SANS

D E S T I N A T I O N

2

SECTION TITLE

Discover Beyond

3

SNIPPET

(PRIMARY TEXT) GARAMONT P. PRO

(SECONDARY TEXT) PLUTO SANS MEDIUM

E X C E L L E N C E

The First To Visit All Three States Of The Yucatan Peninsula A gr o u n d-br ea ki n g, 11-n i gh t cruise a nd l a nd a dventure.

V i c t o r y â&#x20AC;&#x2122; s deep di v e i n t o t h e h isto ry, c ul ture a nd c uisine o f t h e Yu c a t a n i s a f i es t a f o r t h e senses: c ul tura l , histo ric a l ,

4

CONTENT (COMPLEMENTARY TEXT) PLUTO SANS REGULAR

s pi r i t u a l a n d edu c a t i o n a l .

A n o t h er i n n o v a t i o n f r o m V i c to ry, the # 1 c ruise l ine o n the Gr ea t L a kes , a n d t h e m o s t i mmersive c ruise to Cub a .

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ICONS

We use a variety of iconography

Our icons are simple and elegant, and

in Victory Cruise Linesâ&#x20AC;&#x2122; brand.

any details in individual elements should be minimal.

01

General Icons

0 2 Weather Icons

0 3 Location Icons

V I C T O R Y

C R U I S E

0 4 E-Commerce Icons

0 5 Electronics Icons

0 6 Miscellaneous Icons

0 7 Web Icons

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G U I D E L I N E S

I C O N S

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PHOTOGRAPHY

V I C T O R Y

C R U I S E

L I N E S

PHOTOGRAPHY Images should be crisp, use natural tones, and should include shots of our guests, amenities, and destinations.

Images with people should be candid and look authentic (not over-posed) representing mature guests 50-65 years old that are youthful, active and energetic.

For landscapes, destinations and amenities, use wide angle shots, as well as close-up images of different details, are encouraged.

Avoid images that may look too staged, generic or are evident stock photos.

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P H O T O G R A P H Y

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BRAND A P P L I C AT I O N S

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1

CORPORATE STATIONERY This shows the approved layouts with the primary elements of the Victory Cruise Linesâ&#x20AC;&#x2122; stationery system for the frontside of the letterhead, business cards, envelopes, paper bags and corporate boxes

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E N V E LO P E

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