LOGO, TYPOGRAPHY AND COLOUR GUIDELINES
Provisional version #1
as at 5th April 2024
Master Brand Logo & New Sub-Brand Logos
Our contemporary take on the classic river cruise has seen us triumph in our field. In addition to our award-winning fleet of state-of-the-art Star-Ships, we are bringing fresh innovation to the celebrated oceans of the world through our introduction of our luxury superyachts. Whether you’re choosing the intimacy of smaller rivers or the luxury of yacht cruising, our floating boutique hotels, outstanding service and unforgettable shore excursions provide our guests with lasting memories.
Knowledgeable
We are well-travelled, having experienced every trip first-hand. Our cruise directors have been specially selected to ensure we have the know-how to exceed expectations.
We want every guest to look into the soul of what makes life tick and our included excursions help them to do just that. Explorations of some of the world’s most wonderful destinations are led by our local, highly-knowledgeable guides, taking guests on a unique journey of famed landmarks and hidden hideaways, off the beaten track.
Excellent dining options and complimentary drinks with lunch and dinner, open up new locations and offer a depth of insight through their gastronomic accomplishments.
Passionate
With the best people, comes the best service and it takes very special qualities to become an Emerald Cruises cruise director. Every team member has a passion for history and culture and their desire to travel means they are equipped to deal with everything while out on the water.
Our guests’ very own personal encyclopaedia, historian, storyteller and interpreter is on-hand at all times, sharing interesting facts and insights into each destination along the way.
Trustworthy
We want our guests to feel as relaxed as possible during their time with us. For this reason, we include all flights (UK market only), transfers and tips, as well as a variety of excursions, dining and drinks options. There won’t be any hidden surprises. That’s all part of our promise of exceptional EmeraldVALUE. Original version - to be updated
One Master Brand, three Sub-Brands
From 9th April 2024 we have repositioned the branding to have Emerald Cruises as the Master Brand – with three sub-brands:
River Cruising, Yacht Cruising and Land Touring.
When promoting a mixture of any of the three sub-brands in a creative piece the Emerald Cruises, the logo should be used in the majority of instances.
When referring to our parent brand, we must refer to it in full as ‘Emerald Cruises’.*
When referring to our sub-brands, we must address it as the full sub-brand name*
- Emerald Yacht Cruises
- Emerald River Cruises
- Emerald Tours
You should never say just Emerald*.
Avoid doubling up on the brand names (for example: Emerald Cruises Yacht Cruises).
*This is a legal requirement.
Master brand logo
The Emerald Cruises 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.
Formats
The Emerald Cruises logo must always appear in full at all times. i.e. gem device and the words Emerald Cruises, and as one full colour (Emerald green, black or reversed out).
The outline logo should always be used when alongside any creative/lockup featuring Scenic Luxury Cruises and Tours.
Outline (primary logo)
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
Primary logo
Emerald River Cruises logo use
Logo versions
The Emerald River Cruise logos must always appear in full at all times, i.e. with the ship devices and the words Emerald and Tagline, and as one full colour (Emerald green, black or reversed out).
Two versions of the logo have been developed for everyday use.
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.
Landscape logos
Vertical Stacked logos
Emerald Yacht logo use
Logo versions
The Emerald Yacht Cruise logos must always appear in full at all times, i.e. with the ship devices and the words Emerald and Tagline, and as one full colour (Emerald green, black or reversed out).
Two versions of the logo have been developed for everyday use.
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.
Landscape logos
Vertical
Stacked logos
Emerald Tours logo use
Logo versions
The Emerald Tours logos must always appear in full at all times, i.e. with the ship devices and the words Emerald and Tagline, and as one full colour (Emerald green, black or reversed out).
Two versions of the logo have been developed for everyday use.
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.
Landscape logos
Vertical Stacked logos
Logo usage
The Emerald River Cruises and Emerald Yacht Cruises logos must always appear in full at all times, i.e. with the ship devices and the words Emerald and Tag line, and as one full colour (Emerald green, black or reversed out).
Two versions of the logo have been developed for everyday use.
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.
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 40mm
Logo Clear Space and Minimum Size Use
Logo integrity
What not to do with the new Emerald Cruises and sub-brand logos.
Do not stretch the logo
Do not use the logo without the ship or gem devices
Logo misuse
The Deluxe Cruise Company
Do not add to the logo
Do not change the colour of the logo
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
Typography
Primary Design Font
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.
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ABCDEFGHIJKLMNOPQRSTUVWXYZ
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123456789?! @#$%^&*_+ Raleway Regular
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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.
Gotham Narrow Light - BODY
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Gotham Narrow Book
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Gotham Narrow Medium
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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
Other colours in the palette free to use and apply if the secondary palette is not in use in the same.
Please note: Light versions are 50% tints of the main colours.
Tone of Voice
Tone of voice
Why does Emerald Cruises need a tone of voice?
In order to engage the correct demographic, a brand needs to speak consistently to its customers. This builds up a trust which makes it more likely that they will purchase with us again in the future and tell their friends.
What do we want from our tone of voice?
Strong
Creates an association with the brand and helps us to stand out against our competitors.
Uncomplicated Consistent Engaging
We don’t want to confuse customers with jargon, we want them to be confident so they know what to expect.
Speaks the language of our customer across all platforms.
Using evocative language develops aspirations of being there themselves, while telling them all they need to know about the destinations we visit and the environment on our ships.
Guidelines for effective content - Our language
Informal vs formal language
We want a degree of formality as the base of our voice to convey professionalism and sound authoritative within the field to make our customers feel like they can trust us with their investment.
We don’t want to sound stiff and clinical – we still want to inspire. This is very important for email subject lines if we want to encourage CTR.
But, we don’t want to sound too ‘in your face’ or reckless.
I.e. “The best river cruises in Europe!” vs. “Take to Europe’s waterways on a deluxe river cruise…”
We want to sound how we would speak – casual but considered.
Active voice
The use of active voice helps your sentences to remain concise. It also adds strength to a point.
Technical language
We want to make our product USPs as easy to understand as possible – these are what set us apart from the rest.
Technical terms are needed to strengthen your authority in the field, but we want to use ‘everyday’ language, so a vast audience will understand. Studies have shown that customers favour more natural language in marketing, unfamiliar and obscure language tends to alienate people who find it difficult to digest.
Simplistic language is a better way to build up trust – the reader knows we’re not dressing up a lack of knowledge with long words to confuse.
Colloquialisms and slang
A great way to inject personality – but must be relevant and known to the demographic
For example: How we would describe Emerald Cruises to someone who had never heard of us?
“Introducing the Emerald Azzurra superyacht by Emerald Cruises, built to sail the world’s oceans and coastlines ” vs,“Emerald Azzurra, an awesome way to see a bunch of cool cities in one go!” - the second option does not represent the language that is relevant to our target audience.
Short sentences Punctuation
Keep sentences short where possible. It encourages conciseness and is easier for the reader to pick out necessary information.
Avoid using exclamation marks where possible. But if necessary they must be limited to one.
Guidelines for effective content - Grammar
Although we’re taught to make sure we abide by every grammatical rule in the book, sometimes it works better to simplify our language. Ultimately, it’s important to choose the best way to communicate our message, so we need to decide what works for us.
Use of negatives/double negatives Common noun Proper noun Pronoun
Never start a sentence with a negative, even if it is being followed on by a positive. Double negatives are more of a dialect term, so shouldn’t be used.
A non-specific person, place or thing.
i.e. Woman, ship, country
A name used for an individual person, place or organisation.
i.e. David, Emerald Cruises, Manchester
A word that takes the place of a noun and can serve the same purpose.
i.e. He, she, they, it
Verb Adverb Adjective Use conjunctions
A word used to describe an action, state or occurrence.
i.e. Travel, live, run, keep Modifies a verb.
i.e. The captain cheerfully welcomed the guests on board
A word that describes a noun or pronoun. i.e. Big, blue
i.e. Don’t, can’t, won’t – while being colloquial, they read better.
Capital letters
Titles Rivers & Seas
Use sentence case as a general rule, with the exception of itinerary names.
i.e. Sail the greatest of Europe’s rivers
i.e. Sensations of Lyon & Provence
i.e. Charms of Greece & Turkey
i.e. The Best of the Red Sea
Always a capital letter but not necessary for ‘the’ unless beginning a sentence.
i.e. the Danube River
i.e. the Adriatic Sea
Don’t capitalise ‘river’ when referring to multiple rivers in a sentence.
i.e. The Rhine, Main and Danube rivers are three of Europe’s most iconic waterways.
Managerial roles
Don’t capitalise job titles, unless it comes before a name.
i.e. This evening, you’ll join the captain for your welcome dinner
i.e Your Emerald Cruises cruise director will always be on-hand to answer your questions
i.e Our journey planners handpick the best daily excursions…
i.e For the duration of your cruise, Captain John Smith will be taking care of you
i.e This evening, you’ll dine at the Captain’s Table… (because it’s the name of the table.)
Voice Characteristic Description Do Don’t
Passionate
Engaging
An eye-opening way to uncover multiple cultures and discover a new way to travel.
See the world differently on an Emerald Cruises river cruise.
Evocative Riverbanks scattered with bustling villages line the route to each destination on an Emerald Cruises river cruise.
Classic with a contemporary twist
An innovative take on river cruising, where technology meets discovery.
Use language that shows that we’re knowledgeable on the subject and have ‘been there, done that’ – and had a wonderful experience.
Use descriptive, emotive language to make the customer want to read on.
Tell a story, use description to make the customer almost believe they’ve been there and encourage them to see it for themselves.
Portray that we have a modern outlook on travel and aren’t stuck in the past with the old-fashioned stereotypes that can come with cruising.
Use the passive voice. Use negatives to begin sentences.
Lose the reader with jargon and listed itinerary-focussed content.
Be vague and clinical.
Overcompensate. Our ships will sell themselves with just a little bit of explanation as to what sets us apart from others.
Brand Language
Inclusive Superyacht Modern Dates
Not all-inclusive
Always one word
World-class Star-Ship
Always hyphenated
Emerald Cruises
Always title case and always the full name. Never just ‘Emerald’, ‘Emerald river cruises’, or ‘Emerald yacht cruises’
Hyphenated with capital ‘S’
On board our vessels dates will be written in English form i.e. 6th July 2021
Innovative/Innovation Foreign words
Must include accents where applicable i.e. Château/Châteaux (plural), Café, Rhône/Saône, Sète, Kuşadasi, Kérkira, Ðat Dua, Tonlé Sap
UNESCO World Heritage-listed Bikes/Bicycles Cabins
Always include the whole phrase
Not e-Bikes
Use when space is at a minimum, otherwise use Suites and/or Staterooms.
State-of-the-art Award-winning Onshore Special Interest Cruises
Always hyphenated
Always hyphenated
Small ship experts Active
Small ship always separate words
One word
Our collection of specially adapted itineraries, designed to focus on the interests and hobbies of our guests.
On board Epic Voyages
Two words
Luxury superyacht Contemporary River cruise destination referencing
Use this term as a positioning statement for Emerald Cruises Yacht Cruising. It doesn’t need to be used every time we mention the yacht itself.
Always use the following: Europe river cruises
France river cruises, Portugal river cruises, Southeast Asia river cruises
A collection of combined itineraries, consisting of two or three of our award-winning river cruises, specially designed to complement each other.
Reflections Restaurant Sky Bar
Located on the Vista Deck of every Emerald Cruises Star-Ship and on the Emerald Deck of our Emerald Azzurra superyacht, this is the centre point of our on board dining experience.
On Emerald Azzurra’s Sky Deck, relax in the Spa Pool as you enjoy the glorious Mediterranean sun, drink in hand.
Horizon Bar & Lounge Pool & Café
A feature of our Star-Ships and our Emerald Azzurra superyacht, this is a spacious and contemporary meeting space with comfortable seats and a fully stocked bar. Where entertainment takes place on selected evenings.
At the rear of our Emerald Azzurra superyacht on the Pool Deck, enjoy expansive views of the unfolding panoramas with light refreshments.
Indoor Heated Pool Marina Platform
A feature of the majority of our European Star-Ships, this innovative space also has a retractable roof and transforms into a cinema at night.
Getting in and out of the water for swim stops couldn’t be easier using this special platform at the back of our Emerald Azzurra superyacht.
The Terrace Observation Deck
At the front of our Star-Ships and the back of our Emerald Azzurra superyacht, this indoor and outdoor space is the perfect spot to enjoy the views. Here you can enjoy a light breakfast or lunch, or grab a drink and take it outside to admire the passing landscapes as you sail.
Sun Deck
At the top of every Star-Ship, enjoy views of the river from this wonderful vantage point. Complete with deck chairs, naughts and crosses and a walking track. On board Emerald Radiance, sailing the Douro in Portugal, you’ll find the heated spa-style Serenity Pool.
In a prime position at the front of our Emerald Azzurra superyacht, head to the Observation Deck for unrivalled views as we sail in and out of ports.