Graphic Standards Guide 2020
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TABLE OF CONTENTS
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Welcome Aboard!
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Mark Usage
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Logo
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Improper Mark Usage
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Logo Variations
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Tagline
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Proper Logo Usage
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Improper Tagline Usage
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Improper Logo Usage
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Stationery
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Color
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Photography
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Typography
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Advertising
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Uniform
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WELCOME ABOARD! COMPANY OVERVIEW With an award-winning ship design, never-before-seen attractions, and world-renowned sustainability initiatives, Stargazer Cruises is bound to change how people vacation at sea. Our ships are for adults only (18 years old or older), providing a great atmosphere for a friends’ trip, a romantic getaway, spring break, or a family vacation. Our staff is highly trained with safety precautions and sustainability procedures to ensure the best vacation experience.
OUR VISION We aspire to deliver an unforgettable vacation for our guests. We are committed to providing a positive environment by promoting all races, cultures, and sexual identities. With this foundation, we believe we can open our ports to everyone to be immersed in an inclusive environment.
OUR MISSION Our mission is to elevate the vacation experience by providing unforgettable entertainment and great service at affordable prices to pioneer a once in a lifetime adventure.
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LOGO PRIMARY LOGO The primary logo should be the main visual to represent the company across all branding materials. The logo consists of the top half of a star sitting on a wave. The sharp lines of the star mixed with the fluid motion of the wave not only resemble a ship on water, but also our commitment to providing an elevated vacation experience through modern design and a relaxed atmosphere.
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LOGO VARIATIONS BLACK AND WHITE The primary logo can be changed to either all black or all white to accommodate piece or object it will appear on. Use the all black logo on lighter backgrounds and the all-white logo on darker backgrounds.
LOGO WITH TAGLINE If the designed tagline is not able to be presented, then the text will be added below the logo.
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LOGO USAGE The logo should never be resized to anything smaller than what is specified here.
35.5mm
423px
ZONE OF EXCLUSION In order to ensure full legibility, there should be clear space around the logo. The capital letter ‘C’ from ‘Cruises’ will ensure this clear space.
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IMPROPER LOGO USAGE
Do not switch the colors around
Do not stretch or distort the logo in any way
Do not make the mark all one color
Do not rearrange the mark or logo
Do not add shadows of any kind
Do not have only the star or only the wave
Do not change the scale of the star or wave
Do not change the weight of the mark or type
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COLOR PRIMARY It is very important to use the correct shade of each color across all media. The primary colors were chosen to emphasize our commitment to providing customers with a once-in-a-lifetime adventure and to differentiate us from the competitors.
Pantone: 356 U CMYK: 81, 29, 76, 14 RGB: 48, 126, 89 Hex: 307e59
Pantone: 346 U CMYK: 69, 0 63, 0 RGB: 70, 187, 136 Hex: 46bb88
SECONDARY The secondary colors are to be used to complement the primary colors in all branding elements. These are the only colors that should be used.
Pantone: 113 U CMYK: 1, 9, 76, 0 RGB: 255, 224, 91 Hex: ffe05b
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Pantone: 295 C CMYK: 100, 89, 36, 35 RGB: 24, 42, 84 Hex: 182a54
TYPOGRAPHY The primary typefaces used are Charter and Aller. These are the only two typefaces that should be used across all platforms associated with Stargazer Cruises.
Charter Bold
Charter Black
Aller Regular
Aller Bold
ABCDEFGHIJKLMNOPQRSTU ABCDEFGHIJKLMNOPQRST VWXYZabcdefghijklmnopqrstu UVWXYZabcdefghijknopqrs vwxyz1234567890 tuvwxyz1234567890 ABCDEFGHIJKLMNOPQRSTU VWXYZabcdefghijklmnopqrstu vwxyz1234567890
ABCDEFGHIJKLMNOPQRSTU VWXYZabcdefghijklmnopqrstu vwxyz1234567890
STYLESHEET Please reference these guidelines for all Stargazer Cruises publications.
Aller Bold
A HEADING
38pt.
Charter Black
B HEADING
19pt.
Charter Bold
C Heading
15pt.
Aller Regular Body text 11pt. Aller Bold Caption
8pt.
Aller Regular
List of activities
7pt.
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MARK USAGE USING STAR FOR DESIGN ELEMENTS The star from the primary logo can be used as an accent on all publications using either the light green, yellow, or white colors. The whole shape, only the right side, and only the left side can be used. For light green and white, it must be at 15% opacity. For yellow, it must be at 25%.
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IMPROPER MARK USAGE
Do not change the opacity to anything other than 15%
Do not use the dark green color
Do not show the whole top point of the star
Do not rotate the mark in any way
Do not remove the downward lines on the left and right points
Do not stretch or distort the mark in any way
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TAGLINE “The Frontier of Adventure” is the official tagline of Stargazer Cruises. The tagline should always be accompanied by either the wave illustration or the primary logo.
THE FRONTIER OF ADVENTURE
THE FRONTIER OF ADVENTURE
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IMPROPER TAGLINE USAGE THE FRONTIER OF ADVENTURE Do not use only text. The tagline must be accompanied by the wave illustration
The Frontier of Adventure
Do not use lowercase
THE FRONTIER OF ADVENTURE
Do not change the colors of the text or wave illustration
THE FRONTIER OF ADVENTURE Do not reposition the text below or to the side of the wave illustration
THE FRONTIER OF ADVENTURE
Do not remove the wave details
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STATIONERY It is very important to use the stationery exactly as it appears on the following pages. As an integral part of our communication, it is vital that each piece in the business suite is used correctly.
BUSINESS CARD To order business cards, please contact Human Resources at 1-800-555-6732 or hr@stargazer.com.
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STATIONERY Letterhead 8.5 inches x 11 inches
2.13 inches
1 inch margin 12pt. Times New Roman
1 inch margin
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STATIONERY ENVELOPE 4 1/8in x 9 1/2in
1.8 inches
2.9 inches
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PHOTOGRAPHY Our photography is dynamic and full of life. If the photo contains people, it should evoke joy. The people should be dynamic and should not take up the whole photo. The composition should be offset to capture people’s surroundings. If the image contains elements of the ship, it should showcase the best angles of the ship. Please refrain from taking abstract images. All images should be full color, not black and white.
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ADVERTISING OUTDOOR ADVERTISEMENTS All outdoor advertisements will consist of compelling imagery and text to go along with the image. All outdoor advertisements will have the same design, adjusting the size and text color as needed. For more information on advertisements, please contact communications at 1-800-555-6732 or comms@stargazer.com.
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ADVERTISING SOCIAL MEDIA The content on all of our social media platforms should embody the Stargazer experience by showcasing images of the ship, activities on the ship, and our destinations. All images should contain the official Stargazer Cruises logo in any corner of the image where the logo can easily be seen. Please reference the photography page for more information.
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UNIFORM To order uniforms, please contact Human Resources at 1-800-555-6732 or hr@stargazer.com.
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UNIFORM Nametags are to be worn at all times by employees during their hours. If employees are wearing their collared shirt, the nametag should appear as follows in the image below. If employees are wearing costumes (performers and entertainers), nametags should appear on the left side of their costume when not performing. To order nametags, please contact Human Resources at 1-800-555-6732 or hr@stargazer.com.
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stargazercruises.com contact@stargazer.com 1-800-555-6732
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