Scenic Master Brand Framework and Global Guidelines Manual
Scenic Master Brand Framework and Global Guidelines Manual
Effective 1st January 2025
YOUR GUIDE TO THE SCENIC BRAND
This Scenic brand manual is an important point of reference to ensure consistency across all forms of communication globally. It is designed to educate and empower our global staff and agency partners to develop marketing and communications assets that reflect Scenic’s core values.
The Scenic brand is centred firstly on the guests and the experiences we deliver them. For river and ocean cruising, the Scenic Difference is defined by setting the benchmark in truly all-inclusive ultra-luxury. Whilst for land journeys, we strive to curate handcrafted and bespoke itineraries which offer an immersive destination experience.
Incorporating the Scenic Difference into our communications is what identifies and defines us. Everything we create should reflect the wider brand experience and thinking. It should be instantly recognisable as something that Scenic can deliver exclusively or higher than the industry benchmark.
The Scenic brand manual is an invaluable resource. It will provide all the guidance you need to create the best work possible that will connect with our audiences across all channels.
THE SCENIC STORY
Scenic Luxury Cruises & Tours has more than 39 years experience creating life changing, award-winning river and ocean cruises and handcrafted land journeys. We are a proudly Australian-founded company and our itineraries span more than 60 countries and every continent.
Since 2008, Scenic has set the benchmark for truly allinclusive, 5-star ultra-luxury river cruises in Europe and South East Asia. In 2019, Scenic introduced Scenic Eclipse, The World’s First Discovery Yacht™, a 228-guest 6-star ultra-luxury ship, and launched its sister ship, Scenic Eclipse II, in 2023.
Handcrafted & Luxury Land Journeys – Since 1986 Australia, New Zealand, Canada, Africa, Japan, Europe, Egypt and the Middle East
5-Star, Ultra-Luxury River Cruising – Since 2006
Scenic’s custom built Space-Ships launched in Europe in 2008 and on the Mekong River as a boutique, 5-star ship in 2016
6-Star, Ultra-Luxury Discovery Yacht Cruising – Since 2019
Scenic Eclipse launched in 2019, and Scenic Eclipse II in 2023 operating worldwide Expedition, Discovery and Cruise Voyages
Footnote: [Australian-founded] is optional for global markets.
Master Brand
Product Category
Worldwide Ultra-Luxury
Discovery Yacht Cruising
Brand Terminology
Ship Class
Ship Names
Scenic Eclipse The World’s First Discovery Yachts™
Scenic Discovery Yacht
Scenic Eclipse
Scenic Eclipse II
Other
Scenic Neptune
Scenic Neptune II
Europe Ultra-Luxury River Cruising
Scenic Space-Ship
South East Asia
Ultra-Luxury
River Cruising
Luxury Land Journeys (Handcrafted for Australia & New Zealand product)
At Scenic, we are committed to continuous innovation, taking all guest feedback seriously and ensuring the guest experience is at the heart of everything we do. When it comes to new destinations, ship design and features, inclusions and styles of travel, many Scenic innovations have evolved from guest feedback (often from our loyalty members searching for new destinations and experiences).
Passionate to the Nth Degree
We love what we do and it shows. At Scenic, we work tirelessly to keep the shine on every aspect of our service, from our staff to crew and partners. We call it the Nth Degree. There is nothing more rewarding than helping people enjoy wonderful experiences and create lasting memories.
Discerning & Humble
We are extremely focused on perfecting and delivering the smallest detail. Our standards are high and uncompromising. We test a hundred sun lounges and amenities for our suites before we choose the styling for our guests. We set the industry benchmark.
Knowledgeable
We are worldly, seasoned travellers. Our Journey Designers in particular are constantly updating and refining their knowledge on every destination, stopover and guest experience to ensure they are worthy of aligning with the Scenic brand. We know every bend in the river, beautiful bays along the coastline, plus iconic, historic and local places across all cities and villages.
Genuine & Assuring
Our brand personality is the essence of who we are, what we stand for and how we are perceived by everyone.
While we’re passionate, we’re also understated in our approach. We are always positive, never bragging or negative. We’re confident of the quality of our brand and experiences, so we don’t feel the need to shout about it –so we never use ‘!’ in our communication.
OUR BRAND STYLE
We are an inclusive luxury brand
We are always striving to innovate and provide the best possible guest experience
We are human and approachable
We are genuine and sincere
We create lifelong travel memories
We enrich the lives of our guests
We connect guests with people, places, culture and wildlife
We are Australian-founded and globally diverse
We are humble and assuring , never boastful or bragging
We use simple phrases and avoid excess, cliches and puns
We facilitate moments of wonder
HOW WE STRUCTURE OUR MESSAGING
Scenic Group and it’s teams are made up of many talented individuals, working across broad areas in our business. We know that writing copy is not within everybody’s comfort zone. If you follow these key tips when writing something new, you will be off to a great start and maintaining a consistent Scenic ‘style’.
Put the reader or viewer in the scene and at the centre of all you write about. Avoid possessive language such as ‘our ships’, ‘our crew’.
Communicate
Progress into what the Scenic Difference is and our truly all-inclusive philosophy
Explain the key features and benefits of Scenic in context to the opening hook
What is the point of this conversation?
Compel
How and why will it benefit or help serve the reader
End with a strong call to action, summary statement or offer – and leave them wanting to find out more, to click through for more information etc
Captivate
Draw the reader in with clear communications, emotive and descriptive words and focus on the destination, the person you may be profiling or the experience
Set up the story and use a hook (short statement of interest) to connect with the reader
Create a pathway to take them on a journey and encourage them to read on
Clarity
Check your work - is it clear and easy to understand if you were the guest or travel partner?
Use simple language, without industry or product jargon
Consider your reader’s attention span - keep sentences short and succinct
Ensure copy length is mobile friendly and works in your final layout (avoid large blocks of copy)
SCENIC BRAND STATEMENTS
Scenic – Short Form
[Australian-founded] Scenic Luxury Cruises & Tours is renowned for continuous travel and product innovation, always ensuring the guest experience is at the heart of everything we do.
Across our ultra-luxury river cruises and Discovery Yacht voyages and handcrafted land journeys is a deep sense of providing a truly all-inclusive philosophy, which enables our guests to be immersed in their chosen destination and to relax knowing everything is taken care of.
Scenic – Long Form
[Australian-founded] Scenic Luxury Cruises & Tours is renowned for continuous travel innovation, always ensuring the guest experience is at the heart of everything we do. With almost four decades of experience, Scenic is as passionate about travel and committed to guest satisfaction as it was when it first began in 1986.
Across our handcrafted land journeys, ultra-luxury river cruises and ocean voyages is a deep sense of providing a truly all-inclusive philosophy, which enables our guests to be immersed in their chosen destination and to relax knowing everything is taken care of.
Scenic Group Closer - Long Form
Scenic Luxury Cruises & Tours has almost four decades of experience creating life changing, award-winning river and ocean cruises and handcrafted land journeys that take guests to many of the world’s most fascinating destinations.
We [are a proudly Australian-founded company and] have introduced itineraries that travel to more than 60 countries and every continent. With over 16 years of experience in 5-star river cruises in Europe and South East Asia and five years delivering 6-star ocean voyages with our two Discovery Yachts, Scenic has set the benchmark for truly all-inclusive, ultra-luxury cruises.
Scenic Group also includes Emerald Cruises, Emerald Tours and Mayflower Cruises & Tours.
Footnote: [Australian-founded] is optional for global markets.
BRAND DESCRIPTORS
To reinforce our brand values, there are several approved key phrases that we use throughout copy to subtly reinforce to the reader what they will experience and how they will feel on a journey with Scenic.
Truly all-inclusive ultra-luxury
We use this term in reference only for: Europe and Asia river cruising
Scenic Eclipse Ocean voyages
Nth Degree
We use the term Nth Degree (upper case ‘N’ and ‘D’) to convey our levels of service and how our staff goes above and beyond the ordinary to give our guests the trip of a lifetime. When using this statement, it’s important to back it up with an example and not leave it floating on its own.
Eg. Our culinary team will go to the Nth Degree to ensure your cuisine is prepared to your tastes and dietary requirements.
NOT Our culinary team will go to the Nth Degree for our guests.
As an alternative to ‘Nth Degree’, you can also use these statements that refer to the same principle:
Going above and beyond Our commitment to our guests
Putting guests at the heart of everything we do
5-star ultra-luxury
Ultra-luxury is to be used for Scenic 5-star river cruises and Scenic Eclipse 6-star ocean cruises.
Please don’t over use the words ‘luxury’ or ‘ultra-luxury’ in the same sentence or paragraph to describe everything –as it loses its impact and we always write 5-star/6-star with the number and a hyphen.
When marketing Australia domestic land journeys (i.e. for the Australia market) please use handcrafted land journeys not luxury.
NOT five star or five-star/six star or six-star
Wonder
We use the phrase wonder to encapsulate a feeling or an emotion. Whilst it’s one of our key brand terms, it’s important to use this in context and only sparingly throughout copy.
It should have limited use in headlines and adverts, unless it is being used to capture the emotion of ‘wonder’ from our guest’s perspective. It must always be in the context of creating ‘wonder in an experience’, not just a generic term to describe every ‘wonderful’ thing we do or the feature of a destination.
SCENIC 5-STAR RIVER CRUISING
Taglines
Scenic, in a class of its own.
With Scenic it’s more than a river cruise, it’s truly all-inclusive ultra-luxury in a class of its own.
Hero Brand Statements
Scenic River Cruising – Short Form
A river cruise with Scenic is a luxurious and truly allinclusive journey along [Europe and South East Asia’s] captivating waterways.
Scenic River Cruising – Medium Form
On a Scenic truly all-inclusive ultra-luxury river cruise with only up to 163 guests on board, you will enjoy an unrivalled journey. Our custom-designed Space-Ships offer guests space to relax, knowing everything is taken care of – including exclusive Scenic Enrich experiences and personalised Scenic Freechoice excursions. With Scenic, it’s more than a 5-star river cruise, it’s ultra-luxury in a class of its own.
Scenic River Cruising – Long Form
On a Scenic truly all-inclusive ultra-luxury river cruise our guests are at the heart of everything we do. With only up to 163 guests on board, you can enjoy an unrivalled experience that takes you into the heart of cities, villages and ports in Europe and South East Asia.
Our custom-designed Scenic Space-Ships are designed for guests to enjoy the space and freedom to relax, knowing everything is taken care of – from gourmet meals and premium beverages to exclusive Scenic Enrich experiences and personalised Scenic Freechoice excursions. With Scenic, it’s more than a 5-star river cruise, it’s ultra-luxury in a class of its own.
SCENIC 5-STAR RIVER CRUISING
Supporting Brand Statements
Ultra-Luxury in a Class of its Own
When you travel with Scenic, the experience is in a class of its own. Our river cruises are meticulously designed and truly all-inclusive. Enjoy a carefully crafted journey, offering the perfect blend of Europe or Asia’s timeless allure with our signature all-inclusive ultra-luxury on board experience.
Europe
Indulge in ultra-luxury in Europe. With only up to 163 guests and an expert crew, including the services of a butler, you’ll feel relaxed and rejuvenated. A spacious custom-built Scenic Space-Ship will be your sanctuary, enhancing your personalised journey. Cruise into the heart of captivating towns, and enjoy more time to explore.
You will find an abundance of space to unwind and relax, with an expansive lounge, Sun Deck and all-weather private in-suite Scenic Sun Lounge in Balcony Suites and above. Wherever you are, inspiring vistas abound.
South East Asia
With only up to 68 guests on board, you’ll find the Scenic Spirit experience is more than an elegant, 5-star river cruise. It’s your sanctuary and a boutique experience in a class of its own.
Truly All-inclusive Ultra-luxury
Luxurious holidays should be about exploring, unwinding and indulging. With Scenic, truly all-inclusive ultra-luxury means all details have been taken care so you can relax and enjoy every moment. All on board dining, premium beverages*, excursions, butler service, transfers, tipping and more are included.
*All beverages are included except for a small number of rare and fine vintage wines, Champagnes and spirits.
Exclusive, Personalised Experiences
All sightseeing is included. Scenic Enrich experiences offer a deeper cultural immersion and access to hidden local gems. You can also personalise your shore excursions with a range of included Scenic Freechoice activities set at a pace that suits you.
Your Wellbeing, Your Way
Scenic elevates wellbeing to a new level. You can customise your river cruise and feel rejuvenated with your choice of nutritious meals, stretching classes, Salt Therapy Lounges* and e-bikes*.
A Culinary Journey
Enjoy an impressive selection of dining venues, from casual to fine dining.
Scenic’s truly all-inclusive ultra-luxury river cruising means your choice of premium beverages – wine, beer, cocktails and spirits – are available all day and not just at mealtimes.
SCENIC ULTRA-LUXURY YACHT CRUISING
Tagline
Scenic Eclipse, in a class of its own
The
benchmark in ultra-luxury cruising
Where ultra-luxury meets discovery
Hero Brand Statements
Scenic Discovery Yacht Cruising – Short Form
Catering to only up to 228 guests (or 200 in Antarctica and the Arctic), Scenic Eclipse combines the sleek design of a super yacht with industry-leading technology. The Discovery Yachts set the benchmark in ultra-luxury cruising, and are the only ships with two helicopters^ and a submersible^ for unrivalled exploration.
On Expedition and Discovery Voyages, enjoy immersive Discovery Excursions led by an expert Discovery Team. Whilst on Cruise Voyages, enriching cultural moments await.
With up to 10 world-class dining experiences, personalised butler service and the indulgent Senses Spa, Scenic Eclipse is in a class of its own.
^Helicopter, helicopter experiences and submersible at additional cost, subject to regulatory approval, availability, weight restrictions, medical approval and weather and ice conditions. ^The World’s First Discovery Yachts are named as Scenic Eclipse and Scenic Eclipse II
Scenic Discovery Yacht Cruising – Long Form
Setting the benchmark in ultra-luxury ocean cruising, Scenic Eclipse seamlessly blends the sleek design of a superyacht with world-class design. The World’s First Discovery Yachts accommodate up to just 228 guests (or 200 in Antarctica and the Arctic), ensuring an intimate and personalised ultra-luxury experience.
Indulge in up to 10 world-class dining venues, up to nine bars and lounges, and spacious all-verandah suites with personalised butler service. For relaxation, the rejuvenating 550sqm Senses Spa, state-of-the-art gym and dedicated Pilates and yoga studio await.
Soar above the horizon with two helicopters^ and dive below the surface in a custom-built submersible^ for unparalleled exploration. On Expedition and Discovery Voyages, be immersed in extraordinary experiences led by an expert Discovery Team. Whilst on Cruise Voyages, personalise you journey with Scenic Freechoice excursions and exclusive Scenic Enrich experiences.
At Scenic, we aim to leave as small a footprint as possible by investing in state-of-the-art technology and sustainability initiatives while proudly forming positive and enriching associations with the communities we visit.
Scenic Eclipse, in a class of its own.
^Helicopter, helicopter experiences and submersible at additional cost, subject to regulatory approval, availability, weight restrictions, medical approval and weather and ice conditions.
SCENIC ULTRA-LUXURY YACHT CRUISING
Supporting Brand Statements
World-class Design – Polar
Scenic Eclipse is purpose built for the Polar regions with a Polar Class 6 rating. Its state-of-the-art technology includes custom-built stabilisers, 50 percent larger than other ships to provide greater stability, a strengthened hull, forward bow thrusters and an electronic Azipod propulsion system, enabling safe and comfortable navigation through Arctic and Antarctic waters.
World-class Design – General
Each Scenic Eclipse Discovery Yacht has been built to the latest compromising standards for complete comfort and peace of mind. Their state-of-the-art technology includes custom-built stabilisers that are 50 percent larger than other ships to provide greater stability, a strengthened hull, forward bow thrusters and an electronic Azipod propulsion system, enabling safe and comfortable navigation through the roughest of waters.
6-star,
Ultra-luxury
Watch the world go by from your spacious private verandah suite in 6-star ultra-luxury. Personalised butler service is available for every guest, along with an almost 1:1 crew-to-guest ratio. Delight in cuisine inspired by the world’s flavours as you choose from up to 10 dining experiences. Enjoy a beverage of choice at up to nine
bars and lounges as you share your daily discoveries with your new friends. Rejuvenate your mind, body and soul in the expansive 550m2 Senses Spa, with complimentary classes at the PURE: Yoga & Pilates studio.
Featuring a Comfort Class 1 notation, Scenic Eclipse offers the highest sound insulation and vibration rating as per the marine class society Bureau Vista, so you can enjoy comfortable navigation throughout all public spaces and suites.
Soar Above, Dive Below and Go Beyond the Horizon
With industry-leading technology and a world-class team, Scenic Eclipse remain the only ships to offer unrivalled exploration with two on board helicopters^ and a submersible^. The quietest in the sky, the stateof-the-art Airbus H130-T2 helicopters^ are designed for optimal flightseeing. Enjoy an immersive exploration of the fascinating underwater world on board Scenic Neptune^, custom-built with crystal-clear acrylic sphere for unrestricted views.
SCENIC ULTRA-LUXURY YACHT CRUISING
Supporting Brand Statements ( continued)
An Unrivalled Culinary Journey
Be immersed in a multicultural culinary journey with up to 10 world-class dining experiences and up to nine bars and lounges. From fine French dining at Lumière to Asian fusion at Koko’s and a steak cooked to perfection at Elements, you’ll be delighted by unique culinary moments. Premium beverages, including each suite’s mini-bar, are all part of our signature all-inclusive philosophy. Relish France’s finest at Lumière Champagne Bar or indulge in over 130 varieties of whiskey at the Scenic Lounge Bar. Our impressive selection is available all day, every day.
Unrivalled Wellness & Rejuvenation
The fascinating destinations you’ll visit are as exciting as the luxurious spaces on board your Discovery Yacht. Return from an exhilarating day of discovery to your private sanctuary, the most luxurious and spacious suites at sea. Rejuvenate your mind, body and soul in the expansive 550sqm Senses Spa and enjoy complimentary classes at the PURE: Yoga & Pilates studio and the state-of-the-art POWER: Gym.
State-of-the-art Technology
Your safety is our highest priority. The advanced technology of Scenic Eclipse includes Safe Return to Port with multiple redundant operating systems. The GPS Dynamic Positioning allows us to maintain our location without dropping anchor on sensitive seabeds. We have also installed the Advance Wastewater Treatment system and highly effective energies to reduce emissions, noise and vibrations.
Cruise with Confidence
For almost four decades, Scenic’s award-winning reputation, state-of-the-art ships and best-in-class crew have made us the number one choice for Discovery Yacht cruising. Our highest priority is the commitment to the health, safety and wellbeing of guests and crew.
SCENIC
LAND JOURNEYS
Hero Brand Statements
Scenic Land Journeys – 50 words
On Scenic’s smaller group escorted land journeys, everything is taken care of for our guests. Our handcrafted land journeys feature stays in [the best possible OR luxury] accommodation and a range of exclusive Scenic Enrich experiences and Scenic Freechoice activities that can be personalised to your own interests at a pace that suits you.
Please note: Land journeys in Australia are “handcrafted land journeys”. For other destinations we can use “luxury land journeys”.
Scenic Land Journeys – 100 words
Scenic’s handcrafted itineraries set the benchmark in small group escorted land journeys. Our guests, who are at the heart of everything we do, will enjoy luxury accommodation and transport, complemented by all-inclusive sightseeing and the services of a dedicated Scenic Tour Director, experienced drivers and knowledgeable local guides. When you travel with Scenic, everything is taken care of. From the very best inclusions and a range of exclusive Scenic Enrich events and Scenic Freechoice experiences, you can tailor your journey to your interests and pace.
MASTER WORDMARK
With tagline
The Scenic wordmark is shown here. It comprises the Scenic bespoke logotype with the degree symbol. Where possible, gold is the preferred colour.
When it isn’t possible to use gold, the wordmark should be displayed in black or reversed out.
Tagline is to be used for all external material where the brand is not known or when exposed to people outside the company. It is not required on internal material such as on-ship collateral.
There are exceptions concerning the size of the logo. See page 10 for minimum size requirements.
No tagline
The Scenic wordmark without tagline is shown here.
NB This logo will mostly appear on small items where the tagline won’t fit.
Website tagline
The Scenic wordmark with website tagline is for limited use in advertising environments like TV where only a logo can be supplied.
SHIP WORDMARK
Ship name
The Scenic and Scenic Eclipse wordmarks (special case) is shown here. Logo can also be used in reverse.
tagline
scenic.com.au
Gold
Black
Gold
Website
Black
Black Gold
Black
CLEAR SPACE AND MINIMUM SIZE
Clear space
To ensure the Scenic brand is clearly visible at all times, the area around the brandmark is called ‘clear space.’ Other graphic elements such as text or illustrations should not encroach on this area. The outlined area demonstrates the minimum clear space required. The measure is derived from the width of the S in the logo. This distance is proportional to all sizes and instances of reproduction.
Minimum size
A minimum size rule exists to maintain legibility of the Scenic logo. The wordmarks shown are at minimum size and should not be reproduced any smaller than indicated.
Any Scenic logo under 35mm in width does not have the tagline.
Any Scenic logo under 25mm in width should appear as solid black.
Solid logo no tagline
The Scenic solid wordmark without tagline is shown here. Should only be used without tagline in black, gold or reverse.
NB This is a general guide. Printing/production techniques should be taken into account when determining minimum size.
CENTERING THE LOGO ON THE PAGE
At times, if you centre the logo on a page based on the entire width (including the degree symbol), it sometimes looks off-centre.
To centre the logo properly, treat the width as just the letters. The mid-point is where the middle bar of the E ends.
This is a guide only and does not always apply. You should use your judgement to centre the logo.
SCENIC ECLIPSE LOGO
Scenic Eclipse can be used with or without ship graphic. To be used in the brand colours of gold and black, or reverse on black.
With ship graphic
The Scenic Eclipse logo with ship graphic is shown here. Where possible, gold is the preferred colour. When it isn’t possible to use gold, the logo should be displayed in black or reversed out.
The Scenic Eclipse logo with ship graphic is to be used for all external material where the brand is not known or when exposed to people outside the company. It is not required on internal material such as on ship collateral.
There are exceptions when concerning the size of the logo. See page 6 for minimum size requirements.
No ship graphic
The Scenic Eclipse logo with no ship graphic is shown here. This logo is used for on board collateral and selectively for marketing assets where the ship outline is visually prominent (e.g. a video opening frame).
Any Scenic Eclipse logo under 50mm in width does not have the tagline.
Any Scenic Eclipse under 30mm in width should appear as solid black or in special circumstance such as ship signage.
Website tagline
The Scenic wordmark with website tagline is for limited use in advertising environments like TV where only a logo can be supplied.
tagline
WORDMARK STAMP & ADDITIONAL SCENIC LOGOS
For use with master wordmark (no tagline)
Never appears alone (without master logo)
The wordmark stamp carries the Scenic tagline and is an integral part of our identity.
It may be used slightly overlapping, alongside, or placed on the same communication, screen or panel as the primary wordmark (no tagline).
Gold is the preferred colour. However, if the stamp is overlapping a gold wordmark, a black or white (reversed) stamp should be used. Stamp minimum size is never smaller than 20mm in diameter. Where the Scenic logo appears smaller than to allow this, the stamp should not be used.
NB Usage will depend on the item being designed or printed and will need to be assessed and approved at time of placement. Contact marketing@scenic.com.au for more details.
Scenic River & Ocean Cruising:
Australia Domestic Land Journeys:
Scenic River & Ocean Cruising:
Australia Domestic Land Journeys:
ADDITIONAL SCENIC LOGOS
Other logos using Scenic wordmark
Global Land Journeys:
Global Land Journeys:
Gold
Black
LOGO MISUSE
What not to do to the Scenic logo
Do not stretch the logo
Do not change the tagline
Do not increase the size of the tagline
Do not use the tagline and the stamp together
Do not divert from the primary colour palette or fill in the logo with an opposite colour
Do not add background, strokes, gradients, drop shadows, reflections, etc to the logo
Do not distort or skew the logo
Do not put the logo on an image and use a colour where you can’t read the logo
COLOUR PALETTE
PRIMARY PALETTE
The Scenic experience is one of luxury. As such our core colour palette uses Black, White and a splash of Gold To emphasise our level of luxury, foils and metallic inks present a more premium look and feel.
It is important all colours are used in the proportions shown. The colours may vary in hue, shade and intensity depending on the type of paper stock selected (uncoated stock preferred), matte or gloss finish and if digital or offset printing is used and the colour mode of different media types.
To ensure accurate colour reproduction across all modes and media types, the following colour palette has been employed. The recommended colour tints are listed to the right. Pantone (PMS) and CMYK colour values should be used for printed collateral. RGB values are used for television screens and Hex values should be used for digital communications.
For consistency it is essential colours are reproduced as accurately as possible. Care must be taken in selecting the correct colour reference for different applications.
Black
Usage
Body copy
Pantone Black
C0 M0 Y0 K100
R0 G0 B0
Hex #000000
Rich Black
C20 M20 Y20 K100
White
Usage
Reverse out copy
Pantone N/A
C0 M0 Y0 K0
R255 G255 B255
Hex #FFFFFF
Gold
Usage
Headings
Emphasise copy
Bullet points
Pantone 872 M
C22 M33 Y68 K2
R198 G163 B103
Hex #cea962
SECONDARY PALETTE
The secondary colour palette complements the primary palette, adding colour to help bring Scenic communications to life.
There are currently eight colours in the secondary colour palette and their darker equivalents that can be used to brighten up communications.
The colour can also be used as percentage tints to add some variation and also allow for softer colours to be used.
Burgundy
C9 M100 Y54 K43
R158 G42 B47
Hex #900c32
Navy
C100 M60 Y10 K53
R0 G56 B101
Hex #00355f
C21 M15 Y54 K31
R165 G157 B109
Hex #a39d6c
Dark Burgundy
C9 M100 Y54 K70
Hex #60061c
Please note: All Hex codes have been updated
C8 M83 Y55 K5
R229 G106 B84
Hex #d44654
Dark Melon
C8 M83 Y55 K40
Hex #9a343c
Dark Navy
C100 M27 Y10 K80
Green
M31 Y62 K79
#75745a
#0f3127
C100 M13 Y0 K0
R0 G133 B202
Hex #0077b2
Hex #002b41 Dark Sky
C100 M22 Y0 K50
Hex #005580
C0 M22 Y60 K0
R241 G194 B122
Hex #fdd591
G145 B97
#f29061
# f6bb44
#e16c39
REPRODUCTION OF GOLD
The reproduction of the Gold is very important and it is advised that only ONE Gold, and tints of that Gold be used in any on piece of artwork.
Remember, it is just a touch of Gold.
Where necessary a Dark Gold has been created to be used on maps, itinerary dates or anywhere that small type is needed in gold.
NB For legibility, small type is NOT to be printed in Gold, it is advised that Dark Gold be used instead.
Foil
Where possible and if budget allows foil should be used on covers of brochures/direct mail pieces and other hi-impact creative. This foil emphasises the brand’s luxury and also helps the logo stand out when used over a picture. The colour used should be Kurz 381
Gold
Pantone 872 M
C22 M33 Y68 K2
R198 G163 B103
Hex #c6a367
Gold Foil: Kurz 381
Dark Gold
Pantone 462
C36 M53 Y86 K55
R104 G75 B31
Hex #674b1f
DIGITAL COLOUR PALETTE
This digital colour palette should be for all website, eDM, social and online assets.
COLOUR
Hex #C6A467
Black
Hex #000000
Burgundy
Hex #9E2A2F
White
Hex #FFFFFF
Navy
Hex #003865
PRIMARY DESIGN FONT (SERIF)
There are two primary design typefaces that can be used in communication material across the Scenic brand.
They are Superior Title (serif) and Akkurat (sans-serif).
Superior Title - Family
Superior Title - Light and Regular can be used for headings, sub headings and body copy in print publications, press advertisements and general promotional material.
Recommendations – Superior Title
Feature headlines and titles
Subheads and introductions
Introduction paragraphs
Pullout paragraphs
Shorter body copy
Web Graphics – Superior Title
Superior Title must not be used on web graphics where the font size appears less than 20pt.
NB Always use upper case for numerals that appear in the Superior Title font, such as in pricing and body copy
SUPERIOR TITLE
ABCDEFGHIJKLMNOPQRSTUVWXYZ
SUPERIOR TITLE LIGHT
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
123456789?! @#$%^&*_+
PRIMARY DESIGN FONT (SANS-SERIF)
Akkurat - Family
Akkurat - Light, Regular and Bold and italic versions can be used for headings, sub headings and body copy in print publications, press advertisements and general promotional material.
Recommendations – Akkurat
Support to titles, support to headlines
Subheads
Longer body copy
Web Graphics – Akkurat
Akkurat must be used on web graphics where the font size appears less than 20pt.
For information on how to acquire these fonts, please contact Matthew Yorke matthew.yorke@scenic.com.au
For everyday use, in Word documents, emails and PowerPoint presentations, the two primary fonts are Arial (sans-serif) and Georgia (serif).
Recommendations – Arial Arial for body copy.
Recommendations – Georgia Georgia for headings.
As a general rule, the standard font size for all communication is 10 point. This is for both printed and electronic communications.
Text colour is to be black, background is to remain white and no colours or patterns are to be added.
As a general rule, text is to be left-aligned not justified.
THE DEGREE SYMBOL
The Scenic degree symbol is born from latitude and longitude co-ordinates and becomes for us a visual cue signifying our places and moments of wonder. The degree symbol is our unifying neumonic. A common ingredient that affirms ownership over the content we communicate. The degree symbol sits at the heart of our brand with our wordmark.
The Scenic degree
A destination
A point-in-time
A brilliant memory
A unique experience
A locator for wonder
The degree symbol can be used as an anchoring point above headlines, left aligned above paragraphs, or as a discreet background pattern.
DISCOVER
Both on board and on shore, luxury comes standard with Scenic. Scenic’s state-of-theart Space-Ships offer 5-star luxury – from a scented bath drawn by your to every gourmet meal expertly created our on board chefs. Our staff ensure we what you want before you do.
Weaving their way like a thread across the tapestry of Europe, connecting countries, cultures and traditions is the diverse and historic river system which the Scenic Space-Ships have made their own.
ALWAYS KEEP YOUR SENSE OF WONDER
THE DEGREE SYMBOL SIZE
A) The size of the degree symbol is to never exceed the line height of the text it sits on top of
B) When the degree symbol sits on the top corner of a body of text, the symbol should always sit with half of the circle hanging over the side of the text, with a distance above the text which is equal to the radius of the circle.
C) The size of the degree symbol in relation to the title text below it should follow these guidelines: The degree symbol should fit 3.5x inside the height of the first capitalised letter.
D) The thickness of the stroke of the degree symbol will remain relative as the degree symbol is scaled up or down.
E) The Degree should be used primarily in either white, gold or black.
THE
DEGREE SYMBOL MISUSE
What not to do to the degree symbol
- Avoid changing positions and ratio to text
- Avoid overlap with text
NB Usage will depend on the item being designed or printed and use will require approval.
ALWAYS KEEP YOUR SENSE OF WONDER
on board and
with Scenic.
Space-Ships – from a scented to every gourmet our on board chefs. what you want before Both standard art Space-Ships – from to every our on what Both on board and on shore, luxury standard with Scenic. Scenic’s
WONDER MARK
Every Scenic journey is filled with countless moments of wonder. This is reflected in our mantra; Never lose your sense of wonder, and is highlighted and emphasised through the use of our wonder mark.
A wonder mark is featured on our marketing collateral and is often used with experiential destination visuals. It incorporates the same colour palette and design elements as the Scenic degree logo.
A) The wonder mark symbol
B) “Always keep/Never lose your sense of wonder” lockup option 1
C) “Always keep/Never lose your sense of wonder” lockup option 2
Note: ‘Never use your sense of wonder’ is an aspirational brand phrased used for our on board collateral. An alternate version for marketing use is ‘Always keep your sense of wonder’.
Never lose your sense of wonder
NEVER LOSE YOUR SENSE OF WONDER
Always keep your sense of wonder
Always Keep your Sense of Wonder
PRIMARY USE ICONS
A portfolio of icons has been created to help guests simply identify the many diverse elements offered by Scenic. They are featured in Scenic brochures as a reference guide outlining services, experiences, dining options and travel details.
All icons include the degree symbol. Reversed and mono versions of the icons are available.
LONGITUDE AND LATITUDE
The Scenic degree symbol is born from latitude and longitude co-ordinates. Latitude and longitude is used to describe or locate a destination.
They predominantly appear in brochures, but can be used in DMs and other marketing material to highlight the location of a hero image.
They must be written in the correct format and single digit numbers must always be displayed with a ‘0’ (eg. ‘02’ ‘06’ ‘09’ etc).
Everyone must use the same website for coordinates to ensure consistency. Longitude and latitude coordinates can be found at:
This is how the co-ordinates of the longitude, latitude will appear:
www.gps-coordinates.net/ N 43° 56’ E 04° 48’
The numbers in pink (below) will be cut to give a shortened version. The S or N will appear at the beginning of the first co-ordinates. The E or W will appear at the beginning of the second co-ordinates.
27° 10’ 30.054’’ N 78° 2’ 31.758’’ E
N 27° 10’ E 78° 02’
The city followed by the country must appear with the longitude and latitude like the above format:
This will appear as: Taj Mahal, Agra N 27° 10’ E 78° 02’
NEW DESIGN TREATMENTS
Typography and colouring heading should be split by colour using the black and gold colour palette.
Gold is used for emphasis on the more emotive words in the headline.
River Cruise Highlights
Follow bold aromas of black currant, plums and an earthiness on the most delectable river cruise through the Bordeaux wine region.
The Scenic Eclipse difference ....is in the details
Discover the benefits of ultra-luxury cruising.
Ultra-Luxury
Europe River Cruising
IMAGE SELECTION
Cropping
What you leave out is as important as what you leave in. Cropping helps focus attention on the message in your image.
• Unusual crops create interest and intrigue
• Emphasise scale with wide crops
• Crop in on specific detail to tell that story
• Include people in shot if they add to the story
• Choose how your subject interacts with the background
Colour
Strong use of colour can create excitement and get noticed, and used sparingly can allow other elements to stand out. Too much colour everywhere can be overwhelming – don’t overdo it.
Filters
• When enhancing images, avoid adding coloured filters over photos.
• All images should be ‘natural’ and pleasing to the eye.
• For example, do not use black and white filters, or any other type of solid colour filters over the image.
Mood
Think about the mood you need to create
• how it could add to the sense of Wonder; what will make it more unusual and unexpected.
• Travel slowly and linger so you can capture images others will linger over also
• Mix light and bright with dark and mysterious – don’t forget to shoot pictures at night
• Shoot from the side to create strong dramatic diagonals
• Capture that classic picture but during the most interesting time of day
• Consider the seasons and time of year
Senses
Imagery needs to appeal to the viewers’ senses. Help them to ‘experience’ the subject matter by telling stories using your senses.
• Hands and eyes help to focus attention
• Think about what you can see, hear, smell, feel and taste, then capture it
• Think about what you are doing, reading, listen to, watching and eating or drinking
Surprise
Capturing those one-off unexpected moments can be the difference between a good picture and a great picture. Sure, you need to be in the right place at the right time, but think about how your image can include some of this:
• Source unusual events and ‘out of the norm’ moments
• Reportage (capturing real moments) are easy to relate to
• Be spontaneous – the smartphone is a brilliant companion
• Use random encounters to celebrate happenstance
• Shoot in local markets – they’re always teeming with activity
Detail
Don’t get so caught up in the big things – the sweeping landscapes and sprawling cities – that you forget the tiny details; the craftsmen at work, closeups, the weave of a fabric...
• Help viewers reach out and touch them by allowing them to see things that they wouldn’t ordinarily see.
• Behind the scenes shots
• The wrinkles on an elder’s face
• Lipstick marks on a coffee cup
• Someone going about their everyday work
THE ‘WOW’ TEST
Imagery is an important element in the travel industry and we are committed to delivering quality experiences – so our imagery needs to reflect this.
Here is a simple test that enables you to see if images stand up to the brand value of wonder. Ideally your image will answer yes to more than one of the following questions:
Question 1.
Is the image dramatic and eye-catching, not everyday?
Question 2.
Are the colours and lighting in the image rich, striking or moody rather than bland and flat?
Question 3.
Is the cropping drawing you into the image, giving you a sense of intrigue?
Question 4.
Can you read something more into the image by way of a bigger story happening?
VISUAL IMAGERY
Wonder Moments - Macro
The visual imagery for the Scenic brand is a constant evolution.
When shooting or selecting stock photography for Scenic, the imagery for macro moments (ie the landscape and surrounds) should be clean and realistic. Colours should not be over saturated (bright unrealistic colours). Ideally a whole sense of the area should be shown through the image, as if its a moment in time that has stopped you in your tracks, creating a real life wonder moment.
For wonder moments, the longitude and latitude is always included to reference for the viewer exactly where they need to go to experience that moment for themselves.
To engage the reader, landscape macro images should convey a story and a sense of the experience.
VISUAL IMAGERY
Service and Experience Moments - Micro
Capture the details that make up wonder, tight shots of the elements that express luxury, intimacy, the details of the experience.
When shooting or selecting stock imagery, it should feel aspirational, showcasing the very best moments of wonder.
Lighting should be soft and rich.
We can use shallow focus to draw the eye.
Wonder moments will always include the longitude and latitude.
Micro images should focus in on the fine details and ideally capture an action, rather than it be a static image.
VISUAL IMAGERY
People - guest and on ship examples
Placing people inside an image helps the viewer more easily connect with an experience. From a distance people can help to show scale; up close and personal they help to tell a story.
Vary your viewpoint eg. over the shoulder or first person point-of-view
– Include other travellers nothing says travel like travellers
– Approach people for more engaged portraits
– Add layer for meaning by juxtaposing subjects eg. up close face, backdrop landscape
– Showing people small helps create a feeling of grand scale
– Keep it real and honest try more reportage than posed
– the people that you find interesting – others will too
– Capture both portrait and landscape orientations to ensure the images are versatile for different uses
Images of guests or staff should always be captured in the moment without feeling staged. Select images that capture the space and scale of the ships.
VISUAL IMAGERY
Wonder Moments - Micro (on shore local characters and artisans)
VISUAL IMAGERY
Some points to consider before selecting imagery or briefing a photographer.
Capture the essence of wonder
VISUAL IMAGERY
Some points to consider before selecting imagery or briefing a photographer.
Capture that classic picture but during the most interesting time of day
VISUAL IMAGERY
Some points to consider before selecting imagery or briefing a photographer.
Light should be soft and rich
VISUAL IMAGERY
Some points to consider before selecting imagery or briefing a photographer.
Capture the feeling, not just the event
VISUAL IMAGERY
Some points to consider before selecting imagery or briefing a photographer.
Capture the details that make up wonder
VISUAL IMAGERY
River Cruising Ships
Some points to consider before selecting imagery or briefing a photographer.
Capture the macro wonder with wides showing scale, breath-taking scenery
VISUAL IMAGERY
Discovery Yachts
Some points to consider before selecting imagery or briefing a photographer.
For Scenic Eclipse, the preferred angle is a side profile, and the ship outline should be clear (e.g. no snow behind the upper half, white area, of the ship).
Scenic Eclipse hero visuals should be bright with blue skies wherever possible unless a sunset scene is shot.
Capture the macro wonder with wides showing scale, breath-taking scenery
VISUAL IMAGERY
Some points to consider before selecting imagery or briefing a photographer.
Use image of people you find interesting others will too
VISUAL IMAGERY
Wildlife
Some points to consider before selecting imagery or briefing a photographer.
Wildlife should not be too close to guests or guides or underwater. Please check with the latest IAATO and AECO guidelines for Antarctica and the Arctic. In particular for distance rules we should not show polar bears up close.
https://aeco.no/guidelines/marketing-guidelines/
Choose images which include more than one wildlife in an image where feasible for a sense of wonder and interaction.
Optional caption can be added to indicate photographer was not close to animals:
“Photograph captured from distance with telephoto lens”
COPY LIBRARY: ADDENDUM
À la carte: Accent on the ‘a’
Award-winning: Hyphenated
Breathtaking: one word, no hyphen
Business flights or business class: Always lower case except when beginning a sentence
Butler: Butler only, not personal or private butler. No capital letter unless starting a sentence or a heading
Cabin: A technical term only, and not to be used for Scenic brand for external material. Always refer to suites, as a collective use lower case unless starting a sentence.
Café: Always with an accent on the ‘e’
Champagne: Lower case unless referring to the Champagne region of France
Château: Always with an accent over the ‘a’ unless omitted in the place name
Check in: Always two words and no hyphen
Complimentary: Never free
Discovery Yacht/s and Discovery Team: Capitalise
Discovery: Always use discovery or active luxury terms, not adventure
e-bikes: Hyphenated and lower case except at the start of sentence, may also be known or referred to as an electrical bicycle and always two separate words
Economy flights or economy class: Always lower case except when beginning a sentence
English UK/Australian English to be used in all global communications.
Farewell and welcome dinners: Always lower case unless at the start of a sentence
Foreign terminology always use the local word and then the English equivalent in brackets afterwards i.e. cyclo (rickshaw).
Guests: Always use guests for consumer facing materials, never passengers
COPY LIBRARY: ADDENDUM
(continued)
Geography
Use capitals for designated geographical or political groups i.e. South East Asia, the Balkans and when citing topographical features in full i.e. the Blue Mountains. When two or more topographical names are used with the same generic element combined, then the pluralised element is lower case i.e. the Rhine and Danube rivers. Please check whether places are a city or town, don’t assume and never change for marketing purposes because ‘it sounds better’.
Spellings, accents and hyphens for country/city/place names should be checked against that country’s official government or consular site. When in doubt, refer to the DFAT website: http://www.dfat.gov.au/geo/index.html
i.e. Monte-Carlo not Monte Carlo, Rhône River not Rhone River, M-aori not Maori, Iguazú Falls not Iguazu Falls.
NB: only exception to rule is if fonts used in design don’t recognise these symbols.
MAC users can use Glyph palette to check whether character is available. PC users can insert symbol.
For well-known foreign place names and landmarks, the established English forms should be used i.e. Florence not Firenze. Australian place names involving possessives are all written without apostrophes
Earth or earth – When the noun earth refers to our planet, it is capitalised only when it’s a proper noun (meaning it acts like a name and is not preceded by ‘the’ i.e. everything on Earth). The word is not capitalised
when it is a common noun (meaning it does not act like a name and is preceded by ‘the’ —i.e. everything on the earth).
World or world – The only time you need to ensure that world is capitalised is at the beginning of a sentence or if it is part of a company/organizations name. ie. A world of wonder awaits.
World-class menus are just the beginning of your Scenic Jasper dining experience
City nicknames Should only ever be used in the body of the copy and should be in lower case with single speech marks i.e. Paris, the ‘city of light’
Earlybird: One word with a capital ‘E’ (lower case ‘e’ to be used in body copy), never Early Bird or EarlyBird
Government: Should be capitalised as part of a formal title but lower case elsewhere i.e. The Australian Government is responsible for ... i.e. Our government is responsible for ...
Guests: Not pax, customer, client or passenger
Inclusions: All of the components that are included in the trip/fare price
Knowledgeable local guides: always use the word ‘knowledgeable’ before ‘local guides’. Lower case unless starting a sentence
Languages: Should always be capitalised i.e. French, German etc
Land journeys: Use journeys in all descriptive copy instead of tour/touring. The exceptions are for website (SEO) and day tours experiences and Tour Directors.
Laundry concierge: lower case unless starting a sentence
Members: When referring to ‘member’ use lower case, i.e. Diamond member.
Itinerary names and descriptions: In reference to itineraries, the number of days is ALWAYS written in numeric format, regardless if the number is above or below 10. Everything is Days when talking about itineraries, not a 5-Night journey, for example. Use Itineraries, do not use the word ‘cruise/voyage/ journey’ within product name, it is a descriptor eg. 15 Day Dalmatia Discovery not 15 Day Dalmatia Discovery land journey
‘Day’ should always have a capital ‘D’ when used in context to cruise or journey name and multiple dates require a forward slash to separate eg. 16/32 Day.
Don’t follow with the words ‘river cruise’, only ever use the days and itinerary name. eg. 15 Day Jewels of Europe.
On board: Always two words (no hyphen)
Onshore: Always one word
Product: Never use this term in marketing materials. Always use the travel style (river cruise, yacht cruise or land journey).
Program: One ‘m’ and no ‘e’, not programme
Reception: Always lower case unless starting a sentence
Rivers: Upper case for both words when referring to one river i.e Danube River, but lower case ‘r’ when referring to more than one i.e Rhine, Main and Danube rivers. Capitalise when using the river name with cruise i.e. Mekong River cruise
Religions/deities: Should always be capitalised i.e. Islam, God, Buddha
Ships: Never use ‘the’ preceding a ship name or ‘with’ proceeding a ship name e.g. ‘with Scenic Eclipse/the Scenic Eclipse’. Ships are always female, they are not ‘boats’. ‘Vessels’ can be used in technical copy about the ships The names of our ships should never be split across two lines of text. Scenic Space-Ships cruise, they do not set sail.
South East Asia: always three words and never hyphenated (do not use acronym SEA)
Staff titles: Use capital letters for Tour Director, Cruise Director, Captain, Journey Designer, Discovery Team and Discovery Team Leader only. Always lower case for all others e.g. knowledgeable local guide, butler, chef, driver, cabin attendant.
State-of-the-art: It needs hyphens between each word Symbols: Avoid using symbols [ i.e. @ for ‘at’ ] unless they’re a recognised part of a trademark or title avoid using the plus sign [ + ] unless the symbol is a typographical element
Top-shelf spirits: Hyphenated and lower case unless starting a sentence
Truly all-inclusive ultra-luxury: Hyphenated does not have capitals within body copy – only the ‘t’ within a heading or to start a sentence
Verandah: Include the ‘h’
Voyages: Used for ocean cruising only, not river cruising
Whiskey: Used for general marketing copy. Apply the correct terminology if referring to a brand name (whiskey, whisky, whiskie)
Wildlife: Use lower case for generic wildlife e.g. whale and Title Case when referring to a special species name e.g. Humpback Whale
Wi-Fi
Worldwide: One word not world-wide
World-class: Hyphenated
World-renowned: Hyphenated
World’s First Discovery Yacht/s: Use Yacht when referring to the current time when only one ship has been built. Use Yachts for all promotional activity for future voyages (2022/2023 season onwards) where there will be multiple yachts built and operating
World Heritage-listed site: Always hyphenated and lower case ‘l’. UNESCO: Do not use UNESCO when referring to World Heritage List as it’s inherent. Just refer to the listing itself. i.e. The Great Barrier Reef is on the World Heritage List
