Trade Partner Brand Guidelines

Please note that the imagery used in this document is for illustrative purposes only and cannot be used without purchasing the correct licensing agreement from the respective owner(s).

CLEAR SPACE REQUIREMENT AND MINIMUM SIZE

INCORRECT USES LOGO POSITIONING

CLEAR SPACE REQUIREMENT AND MINIMUM SIZE

INCORRECT USES

EXCEPTIONAL USES

CLEAR SPACE REQUIREMENT AND MINIMUM SIZE

APPLICATION OF THE SILVERSEA EXPEDITIONS LOGO ON DIFFERENT BACKGROUNDS

INCORRECT USES

6. Venetian Society logo 7. In use

SILVERSEA LOGO EXAMPLES

INDICIA

SILVERSEA EXPEDITIONS LOGO EXAMPLES

9. Typefaces

GT SUPER DISPLAY

AVENIR NEXT LT PRO

AVENIR NEXT LT PRO

TIMES NEW ROMAN AND ARIAL NARROW

EXAMPLES

POWERPOINT

10. Photography

WIDEN

DESTINATION MOOD BOARD

INCORRECT USES

SILVERSEA FLEET

SHIP ARCHITECTURE

SILVERSEA ONBOARD LIFESTYLE

SILVERSEA COLOUR PALETTE

DESTINATIONS COLOUR PALETTE

SILVERSEA GUESTS (EXPEDITIONS VOYAGES)

SILVERSEA CULINARY

SILVERSEA SERVICE

1. Brand overview

Brands, like people, need to evolve, adapt and change to always look fresh and relevant. To achieve this, they first need a unique identity based on solid foundations. The following guidelines will provide you with the basic elements to understand, use and extend the Silversea brand.

Silversea is an ultra-high value brand for which people are willing to pay far more than the average. The way we look and sound are two of our most defining qualities; they must be unique.

Our ambition is to be a leader in the premium travel market. So our voice must reflect the fact that all our research, engineering, service, logistics and communication investments avoid the ’commodity effect’ that cruise brands can easily fall into by all talking the same way.

Sooner or later all expensive commodities find themselves in dangerous waters. Because, if every fleet is a “luxurious fleet”, then the value of all is destined to decline.

Silversea has chosen a different, more distinctive route.

Escape from commodity

Steer clear of this

OUR TONE OF VOICE

Inspired by real travellers

Guidelines for writers

We draw inspiration from real, enlightened travellers who speak less than they wander. We’re sharp, on point, never redundant, always balanced. We build trust through interesting facts and ideas, not with smooth, silky, soothing words.

People must believe that what they’ll get with Silversea is always more than they’ll see in a brochure. And even more than we can say.

We like it straight to the heart.

We don’t have time for waffle. We let the experts speak. And authoritative experts tend to be accurate, direct and to-the-point.

We’re more about empowerment than anything else.

The word “luxury” alone doesn’t explain us. We’re about unique occasions to look forward to, real life experiences that change minds, special memories people will carry forever, and time with like-minded friends who enrich each other’s life.

The guest is the headliner.

It’s what they’ll experience on the journey that truly matters. Because nobody else will ever see the world in the same way.

We never bore people with the details of ’how’.

It’s not about how soft our pillows are, or how fresh our food is. Those are just ways to show our impeccable standards and famous hospitality, but they’re not at the centre of our story. The individual guests, and their experiences of the world, are always at the core of what we communicate.

From good to distinctive

Much of our writing already hits the spot, but sometimes we could be more distinctive. Here are a few examples taken from our various materials of things we would like to see more of, and less of.

Brand copy

WE TRAVEL NOT TO ESCAPE LIFE, BUT FOR LIFE NOT TO ESCAPE US.

There are hundreds of countries in the world. And in every one of them, in every city, town and village, a unique slice of life waits to be discovered. Fast and slow paced cultures fuse to weave an amazing tapestry…

LUXURY AT SEA .

Travel in comfort and style aboard our fleet of ultra-luxury ships. Butler service for every suite. Outstanding cuisine and service. Award-winning itineraries. This is your Silversea.

Tip:

We mustn’t sound like our competitors. And we must strive every day to avoid being seen as an expensive commodity. Comfort is easy for others to copy. True curiosity and personal experiences project a more unique aura. Unlike many of our competitors, we avoid using the word “cruise” wherever possible.

Service

Food

With a staff ratio of almost 1:1 and a dedicated butler for every suite, Silversea’s service remains one of the jewels in our crown. Devoted, discreet and experienced, our staff are there to make your journey perfect, not to be noticed.

SILVERSEA’S ALL-INCLUSIVE LIFESTYLE.

T he Silversea all-inclusive lifestyle means embracing the moment without having to wonder about the cost. When it comes to gourmet food, premium drinks, impeccable service and evening entertainment – it’s all included.

AROMATIC ARCHITECTURE

My best memories all have a connection with food–shared bowls of pasta in Italy, and octopus ceviche in Lima, a delicious meal of reindeer in Iceland…

FINE DINING

With talented chefs from all over the world creating exciting and inventive menus, dining on board a Silversea cruise is always exceptional. We offer a variety of dining choices on every ship.

Great journalists know few people will read all the way to the end of their copy. So, they get in a key fact or idea right at the beginning in ways designed to intrigue the reader and draw them deeper into the story.

By being more personal we can intrigue people and make them desire to ’move up’ from the parity of choice in their normal lives to a new discovery about where they are.

Tip:

Tip:

Broad destinations

Get ready to rethink Asia. Immerse yourself in a completely new perspective; one that brings you closer to the authentic beauty of our destinations. Explore unseen Japan and untasted Vietnam…

Specific destinations SPECIFIC DESTINATIONS

Tiny villages of such authenticity it seems like time has stood still. Brown bears snatching salmon from icy rivers and harbour seals basking on icebergs. The path to adventure and wilderness is one that keeps every sense sharply alert…

Amazing Asia. Astonishing Asia. Unbelievable Asia. The adjectives say it all. This is a continent that is superlative in every sense.

From bustling Vancouver to one of Alaska’s oldest and most scenic communities. Explore the vast, wild wilderness that is a different type of American dream.

Our readers shouldn’t feel they’ve heard it before. Conscious travellers hunger to have their minds changed by experiencing things in ways they hadn’t previously imagined.

Our guests will always be much more that ’sightseers’. They will take for granted that they’ll get something ’scenic’ for the price. We have to stimulate their mind, their senses and their soul. If your copy reads more like a good book than a brochure, it’s sailing in the right direction.

Tip:

Tip:

Wildlife & nature

Explore San Georgian Island and join the King Penguin, one of the most elegant of all penguin species…

Explore San Georgian Island and join the king penguin, one of the most elegant of all penguin species…

Silversea is in the Arctic

There is a reason why this is one of our most successful destinations. Venture beyond the unknown and explore the beating heart of the Arctic…

Silversea is in Russia

There is a reason why this is one of our most successful destinations. Venture beyond the unknown and explore the beating heart of the Arctic…

Tip:

Accuracy is crucial: we are destination experts and experience architects. Experts never let minor inaccuracies slip into their texts. If they are talking about the Arctic, they use its true name; if they refer to a species its name needs capitals. If ever in doubt, they double-check with someone who knows the details. We must do the same.

How to apply Silversea’s trademarks

Silversea holds trademarks for various logos, taglines and amenity names — too numerous to list here.

Headlines/Display copy

Don’t add trademarks to names in headlines or display copy (include them in the Terms & Conditions instead).

Body copy

Names should always appear with their trademark the first time they appear in the body copy, on each page of a communication.

Onboard materials/merchandise

There’s no need for Silversea trademarks of any kind when creating onboard materials or merchandise.

Legibility

When creating large-scale work, printed items with several registered or service marked properties, digital items or other work where legibility is a concern, you also have the option of including the trademarks in the Terms & Conditions.

2. Brand architecture

The Silversea brand is structured according to levels of relevance, from corporate usages to specific services. We have optimised the service logo system for more efficient, clear and technical applications.

Brand architecture

The brand’s architecture is organised vertically according to relevance, from corporate uses to specific ones such as experiences, products, loyalty programmes, ships and special voyages.

SUB-BRANDS

3. Silversea logo

Silversea’s logo is the physical representation of the brand’s values. As our most valuable asset, it must be used carefully throughout our publications and products. Its single-line configuration presents the "Indicia" on the left side and the Silversea name on the right.

Its main use is for institutional purposes and corporate assets. It should not be used on anything that is not relevant to the brand, whether conceptual or physical.

Clear space requirement and minimum size

The Silversea logo must be visible on all marketing collaterals regardless of size.

Please remember to comply with the logo clear space requirement and size in all cases. It is important to choose the correct colour according to the type of background and project (see example), as no variations will be allowed under any circumstances.

Monochrome

Incorrect uses

To maintain the brand’s look and feel, the Silversea logo cannot be altered in any way. Please take care to ensure that these guidelines are respected.

SILVERSEA

Logo positioning

In most cases (unless you have a specific design layout) please follow the general rule that the logo must always be placed at the top right corner of the page, as per the examples here.

In the case of a background picture not being suitable for this rule, please choose an alternative which would make the logo visible. If you are in any doubt, please contact the Global Marketing Team.

4. Indicia

This is a graphic element that represents the strong connection between Silversea and marine culture. In some scenarios, it works as a contracted form of the logo where space doesn’t allow the full logo (social media, small formats and signage) or when applied to merchandise such as gifts, apparel and gear.

Clear space requirement and minimum size

The Silversea indicia must be visible on all marketing collateral, regardless of size or background.

Please remember to comply with the logo clear space requirement and size in all cases. It’s important to choose the correct colour according to the type of background and project (see example), as no variations will be allowed under any circumstances.

Monochrome

Incorrect uses

As with the logo, the Silversea indicia must always be visible on all marketing collateral, regardless of size or background. Please comply with the clear space requirement, and size and correct colour according to the background and project. No exceptions will be allowed under any circumstances.

Exceptional uses

This logo may only be used only in specific cases e.g. a ship’s funnel.

The use of this logo must be approved by the Global Marketing Team.

Don’t change the proportion of any elements of the logo

5. Silversea Expeditions logo

Expeditions is our sub-brand that aims to bring our guests to the next level of destination exploration. The logo is composed of Silversea’s single-line logo together with a red box underneath containing the word "EXPEDITIONS" in white. This logo must be used only on assets connected directly to Silversea Expedition experiences. For general corporate or marketing purposes, Silversea’s main logo or indicia must be used instead. Its main use is for institutional purposes and corporate assets. It should not be used on anything that is not relevant to the brand, whether conceptual or physical.

Clear space requirement and minimum size

Please remember to comply with the logo clear space requirement and size in all cases. It is important to choose the correct colour according to the type of background and project (see example), as no variations will be allowed under any circumstances.

Incorrect uses

To maintain the brand’s look and feel, the Silversea Expeditions logo cannot be altered in any way. Please take care to ensure that these guidelines are respected.

SILVERSEA

6. Venetian Society logo

Venetian Society logo

The Venetian Society is Silversea’s loyalty programme that provides exclusive privileges and voyage rewards. The Venetian Society logo must be visible on all marketing collateral, regardless of size or background. Please remember to comply with the logo clear space requirement and size in all cases. It’s important to choose the correct colour according to the type of background and project (see example above) as no variations will be allowed under any circumstances.

VENETIAN

7. In use

Mother brand, sub-brands use and best practices.

Criteria for using Silversea logos

When using our logos on branded items, Silversea’s single-line logo is the primary logo, and all other logos are to be used for the specific function for which they were created.

Silversea’s logo isn’t just a sign to identify items. It’s the physical manifestation of the brand and all its values. Evaluate whether it’s necessary to include the logo in each instance.

The "indicia" can be used in place of the full logo as a minimum, but that doesn’t mean that everything related to Silversea must be always be branded.

Silversea logo examples

Silversea’s logo requires evaluation of economy, purpose, context and dignity.

Silversea Expeditions

logo examples

Silversea’s logo isn’t just a sign to identify items: it’s the physical manifestation of the brand and all its values.

IM VERGLEICH

Indicia

The indicia logo is concise, subtle, substitutive and can be used for service objects.

LOLLIPOP SIGNS

SUGAR BAGS

HATS

STANDS

LOLLIPOP SIGNS

SUGAR BAGS

HATS

STANDS

LOLLIPOP SIGNS

SUGAR BAGS

HATS

8. Colours

Corporate, complementary, functional and destinations.

Silversea colour palette

Silversea’s colour palette allows for brand consistency across all internal marketing collateral (e.g. presentations, business cards, stationery). These colours have been identified with two specific purposes in mind:

1. Corporate.

2. Expeditions. To be used for Silversea Expeditions elements (e.g. voyages, promotions).

Please don’t use any colours that deviate from these guidelines.

9. Typefaces

Typeface taxonomy, combinations, uses and best practices.

GT Super Display

This typeface is the result of an extensive investigation into Display serif typefaces from the 1970s and 80s. Its expressive and idiosyncratic nature of calligraphic motions, compelled into stable, typographic shapes, conveys joy and coolness in an elegant and fresh manner, making it the best successor to Didot in our design system.

Please use GT Super Display exclusively for titles, subtitles, quotes, short sentences and special wordings (e.g. VS voyage) and ship names. It’s not suitable for body copy.

GT Super Display

ABCDEFGHIJKLMNÑOPQRSTUVWXYZ

Avenir Next LT Pro

Thanks to its readability and clean look, Avenir Next LT Pro should be used in editorial and institutional contents when you need to compose smaller texts (e.g. < 7 pt). It’s mainly used on deck plans, subtitles, legal notes and other technical texts.

AvENir NExT LT prO

Typeface family

Avenir Next LT Pro Condensed

ABCDEFGHIJKLMNÑOPQRSTUVWXYZ abcdefghijklmnñopqrstuvwxyz

Times New Roman and Arial Narrow

For corporate presentations, we replace our main typefaces with similar system typefaces that don’t require any third-party or suppliers acquiring licenses. GT Super will be replaced by Times New Roman while Avenir Next LT Pro will be replaced by Arial Narrow.

Important: do not use these typefaces in any other circumstance than these digital documents. For institutional, informational and persuasive assets, use our main typefaces.

Times New Roman Arial Narrow

Examples

All institutional collaterals (e.g. brochures and internal

in

Our World Cruises

Examples

All institutional collaterals (e.g. brochures and internal communications) are structured by pairing GT Super and Avenir Next LT Pro in different weights depending on their hierarchy.

and the INDIAN OCEAN

Examples

All collateral that contains information (e.g. travel programmes, itineraries, light calendar and captions) are structured by combining Avenir Next LT Pro and GT Super.

BROCHURE / TRAVEL PROGRAMMES

Departure 6 Jan 24

Duration 10 Days

Silver Moon PETRA (AQABA) TO PETRA (AQABA)

COUNTRIES: Jordan, Saudi Arabia, Egypt

DAY BY DAY

DATE ARRIVE DEPART

6 Jan PETRA (AQABA) 19:00

7 Jan DHIBA PORT 09:00

8 Jan DHIBA PORT 18:00

9 Jan DAY AT SEA

10 Jan JEDDAH 08:00 18:00

11 Jan DAY AT SEA

12 Jan LUXOR (SAFAGA) 06:00

13 Jan LUXOR (SAFAGA) 17:00

14 Jan AIN SUKHNA 07:30 19:30

15 Jan SHARM EL SHEIK 08:00 18:00

16 Jan PETRA (AQABA) 07:00

Departure 12 Jan 24

Duration 15 Days

Silver Spirit CAPE TOWN TO CAPE TOWN

COUNTRIES: South Africa, Namibia

DAY BY DAY

DATE ARRIVE DEPART

12 Jan CAPE TOWN 18:00

13 Jan DAY AT SEA

14 Jan LUDERITZ 07:00 18:00

15 Jan WALVIS BAY 13:00

16 Jan WALVIS BAY 18:00

17 Jan DAY AT SEA

18 Jan DAY AT SEA

19 Jan MOSSEL BAY 07:00 17:00

20 Jan DAY AT SEA

21 Jan DURBAN 08:00

22 Jan DURBAN 18:00

23 Jan RICHARDS BAY 07:00

24 Jan RICHARDS BAY 19:00

COUNTRIES: Jordan, Egypt, Saudi Arabia, Oman, India

PowerPoint

Every presentation is a brand awareness action: using the right elements to achieve tight storytelling that enhances the perception of Silversea as a solid, consistent brand. That’s why we have created our most comprehensive template yet to help you deliver the best and most organised presentations possible.

In the asset link you’ll find an example presentation you can use as a guide, and a clean template to start from scratch.

Important: no typefaces other than Times New Roman and Arial Narrow are allowed inside presentations.

If you need to highlight elements, you can use the Copper colour #C46839

“Big quote that needs to stand out by itself + image bg”

10. Photography

Uses and best practices of Silversea’s repository.

Concepts / How to choose the right picture?

When looking for a picture in the Silversea library or a stock image repository, please consider the following points. These are aimed at helping you choose the best pictures to represent both your needs and respect Silversea’s look and feel.

Images that tell a story: Be critical. Ask yourself, “does this photo make me feel something when I look at it?

Is there a story here that draws me in?” Select pictures that are more than just fillers. Search for something that, when placed in your layout, elevates it to the next level.

Be consistent: Photography at its deepest level is a means of storytelling. We are so accustomed to visual imagery that we’re now able to process it quickly and in-depth at the same time. It’s a powerful tool to work with and it can either help or harm our designs, depending on how it’s used. Pictures usually take a huge amount of space in layouts: make sure to use that space in a good way by telling great stories, consistent with the brand’s identity.

Use excellent pictures: Look at each photo in the same way you would look at your layouts, making sure it strongly reflects these fundamental visual principles:

1) Light: Is it too dark or too bright? Are the most important parts of the photo well-exposed or is their detail becoming lost (over/under-exposed)?

2) Contrast: Does the picture have an appropriate level of contrast?

3) Colours: Are the colours appealing and harmonious? Do they fit with the other contents of the page?

4) Composition: Does the picture have a strong, compelling composition? Does it give a sense of depth?

5) Distractions: Is it free from any useless and distracting visual elements (e.g. cars driving in the scene, someone sneezing in the background…) or details that denote inaccuracy (e.g. stains on the clothes, folds of the bed sheets…)?

6) Authenticity: Does the picture look real or forced? Posed shots can be authentic, but they must capture something true and interesting about the subject.

A distinctive photographic style

Silversea’s pictures support the brand’s primary focus of enabling our guests to experience the “authentic beauty of the world”. The primary and secondary pictures need to convey the brand’s personality: vibrant, elegant, curious, connoisseur, worldly, exclusive, adventurous, elite, and educated.

Our imagery needs to convey a sense of curiosity and participation. If you’ve made the right primary picture choice, anyone who sees the marketing collateral should be eager to visit that destination.

Our main principles are:

Colourful: Pictures must have natural colours (no filters or colour cast light effects). Don’t use black and white photography.

Authentic: Pictures should reflect real-life scenarios, showing people in realistic situations. Pictures must be meaningful, vibrant, elegant and engaging. People should feel interested and curious to visit these places with Silversea.

Widen

Widen is our official repository for both raw images and videos. You’ll find assets categorised but also you can reach them through the search bar. You can also create a collection of assets and share with other people.

Every time you download an asset you will be asked to indicate the purpose of it, making you responsible for the right usage of that material.

If you need activate an account, please contact widen-admin@silversea.com

Destination mood board

Every destination is an inspiration. Thus, every Silversea picture must communicate first-hand the unique experience that only this brand can offer. When choosing a picture, consider the scene as if you were a potential guest e.g. avoiding clichés, looking for authenticity, and aiming to re-discover the world through Silversea’s voyages. Key concepts: intimacy, inspiring, clearness, meaning, authentic beauty.

Incorrect uses

Please avoid using black and white photographs, or pictures with the ”spot colour” technique. Authenticity is our main aim, so please don’t choose any imagery that has unrealistic light, colours or filters.

No black and white

No black and white with spot colour No unrealistic filters

Silversea fleet

Silversea’s ships are some of the most comfortable at sea and offer guests a chance to see the world from a unique perspective. Remaining small by industry standards, guests can immerse themselves fully in each destination they travel to. “Intimate small ships” being one of our KSPs, please consider this when choosing ship imagery for your marketing materials.

Good choice

Silversea’s ship is the hero of the picture, perfectly integrated with the rest of the scene.

The light is warm and creates a sense of volume, contrast and depth, allowing the viewer to be completely immersed in the scene.

Bad choice

Silversea’s ship is out of proportion with the context. The light is flat and there is no sense of volume, contrast or depth, turning the picture into a chaotic mess.

Ship architecture

Silversea’s ships are even more impressive on the inside, offering guests an unparalleled sense of contemporary elegance, elevated beauty and personal space. Whether guests are dining in the refined atmosphere of our many famous restaurants or luxuriating in the effortless beauty of our enviable suites, they are always subtly aware that there is no other experience at sea quite like Silversea.

Good choice

The internal architecture of the ship is shown in a clean and expressive way. Clear contrast and saturation allows for warm, visual storytelling.

Bad choice

Public venues and suites are presented as empty, sad spaces, while the flat light removes all sense of volume, contrast and depth.

Silversea onboard lifestyle

A voyage with Silversea is a unique experience and our lifestyle pictures need to convey that. The photographs need to provide the perfect balance of storytelling between glamour, elegance and class but they also need to convey a real situation. Image choice should concentrate on the action onboard, while guests should only be shown in order to support the main action.

Key concepts: class, glamour, relax, allinclusive, realism, inspiring, intimacy.

Good choice

People are part of a realistic context. They are elegant and well-dressed according to the occasion. They behave naturally and are not posing. The overall composition is clear, inspiring, well-lit and relaxed, with guests enjoying the voyage and the onboard facilities. Everything looks curated and intimate.

Bad choice

Avoid pictures where people don’t look convincingly happy or relaxed and where the composition looks staged. Avoid using shots that look like they have been purchased from well-known image banks. Don’t use images with irrelevant people or elements in the background. Avoid using pictures where the person is a) the main focus or b) looks forced.

Silversea guests (Expeditions voyages)

It is important to remember that a picture tells a thousand words. Expedition pictures in particular needs to show guests at their best – looking comfortable, natural and glamorous. Any photograph showing a guest should show them enjoying the destination, with the destination or activity being the primary focus (not the guest). The aim should always be to have the viewer empathise with the scene as if they were there. Clothing should be relevant to Silversea and not look uncomfortable, the wrong size or inappropriate.

Good choice

People are realistic as well as the context they are placed in. They are wearing appropriate clothing, clearly relevant to Silversea. The overall composition is well-structured, with guests being part of the action in an authentic and immersive way, but at a safe distance.

Bad choice

The picture is unclear; neither showcasing subject nor action. The action looks chaotic and with no focus on the context or storytelling. In addition, guests look exhausted and don’t promote the effortless, relaxed voyage the way we want.

Too complex and uncomfortable

No focus on the subject, destination or action

Destination focus is uninteresting. Not dressed in red

Silversea jackets

No proximity to the action

Silversea cuisine

Perhaps our most talked about distinction, our innovative gourmet excellence stands head and shoulders above the rest. From fine French cuisine and delicate Asian options to relaxed Italian family-style meals, our chefs’ creativity knows no limits.

Pictures representing Silversea’s culinary excellence must communicate quality, freshness, artistry, sophistication and taste.

Key concepts : care, clean, precision, elegant, minimal, gourmet, expensive.

Good choice

A good culinary picture should communicate the great professionalism of Silversea’s culinary staff. Food imagery must show our attention to detail, the quality of our produce and the sophistication of dishes. They are the main hero of the scene. They should always be displayed in the right context (realistic situations), with correct light and colour calibration.

Bad choice

Visual noise makes the pictures look unprofessional and disorganised. Some elements are irrelevant to the composition’s purpose, the food is displayed out of context making the food look cheap. Poor usage of colour and light reduces the quality and value of the image. Ingredient pictures should focus on usability and have a comprehensive reference

Devoted, discreet and experienced, Silversea crew members are the key to transforming each trip into a long-lasting memory. They are the image of the brand onboard. Therefore, when choosing photography to represent services or actions, you must be careful to represent them with dignity, class and a high degree of professionalism.

Every action they perform must look clean, well-organised and professional.

Key concepts: class, realism, precision, cleanness, dignity, personalised.

Good choice

Service must be communicated visually through a credible and relevant action, representing the highly competent Silversea staff. Again, please remember the attention to detail: everything in the composition should look precise, organised and effortless.

Bad choice

Avoid ridiculous and far-fetched images and unreal and ethically questionable situations. If the light and colour composition are poor, this results in an unbalanced scene. Please don’t use shots that are out of focus or where we are unclear about what the action is, or that look staged.

Silversea service

11. Glossary

The language of assets

Advertisement: An announcement in a public medium promoting a product, service or event created for brand awareness, consideration or commercial/tactical purposes. This can be printed, digital or audio-visual.

Advertorial: Advertising blended with the content of a magazine or third party property. This covers from placement to dedicated articles, inserts, landing pages and even multi-page leaflets.

Banner: A strip of different sizes bearing a logo, tagline or design. There are two types of banners: Digital banners, for static or animated assets for digital environment and Printed banners, for real life uses.

Big brochure: Refers to our Worldwide Voyage Brochure

Body copy: The text beneath a headline that forms the main content of an email, brochure, leaflet, web page, or any other printed or digital asset.

Brief: A set of instructions given to a person or team about a task. It provides context, content requirements on imagery and copy, specifications and deadlines.

Brochure: A long format publication displaying information about a product or service (e.g. brand, destinations, ships). It’s usually a well structured editorial piece with long shelf-life information.

Campaign: A planned sequence of actions focused on a single and distinct subject to market a brand, offer, product, or service. To better meet its goals and audience, a campaign is often delivered through a series of consistent, coordinated and complementary assets.

Charter flight: A private airline flight in which all seats are reserved for Silversea guests and crew. Depending on the destination, it can depart from public or private airports, often to reach remote embarkation ports.

Chronicle: A daily digital or printed magazine created and printed onboard our ships to provide information about activities and offers.

CMYK: An initialism standing for Cyan, Magenta, Yellow, and Key (black): these are the ink colours used when printing. A printing press uses dots of these four ink colours to create the final printed image. Unlike RGB (Red, Green, Blue which is for electronic displays only), CMYK files can only be used for printing.

Combination cruises: Also known as Combo voyages, these combine two or more main travel segments into one experience, providing a more personalised journey and savings for our guests.

Combo voyages: Refers to to Combination cruises.

Commemorative Book: A special publication created for the launch of a new ship built by Silversea. It contains highlights of its construction, particular features, destinations it sails to and partners involved.

Corporate brochure: This refers to our Worldwide Voyage Brochure.

Deck plan: A group of schematics maps containing venues and suites highlights.

Digital brochure: A web adaptation of our Worldwide Voyage Brochure providing an enriched experience with video inserts, galleries and links. It is not printable.

Direct Mail: This refers to all physical media we post to consumers. Our main “DM” is a tactical periodic magazine of around 40 pages, which highlights our newest offers using a mixture of brand awareness and destination highlights.

Domestic flight: The departure and arrival of a commercial flight that travels within the same country; in some cases, to access remote embarkation ports.

Expedition voyages: These offer access to some of the most remote and pristine places on our planet with exhilarating itineraries activities such as hiking, kayaking, and wildlife encounters. Travellers can indulge their adventurous spirit while exploring unspoiled landscapes and experiencing the splendour of nature.

Flyer: A small handbill advertising an event or product, no longer than four pages with short shelf-life information for commercial/tactical purposes.

Grand Voyage: A combination of voyage segments that allows guests to explore different regions around the world in more depth (e.g. Grand Mediterranean).

Hero copy: A short, carefully crafted statement that summarises the point of view of the brand about a product or service with the aim of seizing the readers’ attention. It’s generally included as part of an advertisement or a landing page introduction, usually in a large typeface to communicate the key benefits of the subject.

Indicia: Known as the “S” of Silversea. This works as a contraction of our full brand logo in different contexts.

Infographic: A form of data visualisation asset that uses a combination of graphic and textual elements to convey key information and concepts.

International flight: The departure and arrival of a commercial flight that travels between different countries.

Itineraries at glance: This refers to our New Voyages Collection brochure.

Land programme: A collection of in-land experiences designed to enhance and extend the guests‘ overall journey before, during and after their voyage. It includes activities, guided tours, transfers, lodging, meals and all other arrangements required for a seamless travel experience.

Leaflet: A brief editorial piece, longer than a flyer but smaller than a DM or brochure containing promotional information for a mainly tactical output.

Menabò: A mock-up structure or wireframe document to preview content requirements of an editorial piece. It doesn’t contain any final or detailed information but broad indications of content length and positioning, both for images and text, for design guidance.

New Voyages Collection Brochure: Formerly known as Itineraries at a glance, this is a special brochure highlighting new itineraries for destinations. There are usually two versions: Consumer, with detailed destination content and Trade, a shorter version with listed itineraries by region.

Ocean voyages: Formerly known as Classic voyages, these itineraries are designed for travellers who prefer a more traditional ocean travel experience. They offer a leisurely exploration of iconic and historical landmarks, allowing guests to enjoy an ideal balance between engaging shore excursions and relaxing days at sea.

Open file(s): A type of file that allows you to modify a finalised asset. They must be editable and not rasterised (flattened) or outlined. INDD or IDML (InDesign), AI (Illustrator), PSD (Photoshop), XD (Adobe XD), and occasionally PDF and SVG are the most common extensions for these files. You’ll find them in the repository folders in our archive system. Files such as JPG, TIFF, PNG, EPS or outlined PDF are not considered open files.

OTIVM: Pronounced ot-ze-um, this is our Roman inspired onboard wellness programme. It comprises in-suite dining and spa experiences for our guests offering unparallelled indulgence and relaxation.

Pantone: Also known as the Pantone Colour System, this is a standardised colour matching system for specifying and controlling colour accuracy when printing projects that cannot be created using traditional CMYK mixing processes.

Printed Ad: An announcement in a printed media promoting a product, service or event created for brand awareness, consideration or commercial/tactical purposes.

Product kit: A collection of reference materials that can be used when developing assets for destinations, ships, experiences, and special voyages.

Rendering: A photorealistic, computer-generated image. It could be created using 3D or 2D software and allows us to display things that are otherwise difficult or impossible to photograph. For example, it helps prospective guests visualise and get a sense of a ship’s venues and suites, even when the real thing is under construction.

RGB: An initialism that stands for Red, Green, Blue which are the components used by digital devices to create every colour we see on screen. Unlike CMYK, RGB files are exclusively for digital use, with the only exception of plotter machines used to create such items as roll-up banners.

S.A.L.T: An acronym that stands for Sea And Land Taste which is Silversea’s unique culinary programme. It invites our guests to explore and better understand the destination they are visiting through the lens of its culinary traditions and contemporary food culture. Guests actively engage with each regional cuisine through fascinating and delectable interactive experiences.

S.A.L.T. comprises S.A.L.T. Kitchen, S.A.L.T. Lab, S.A.L.T. Bar, the Chef’s Table, and S.A.L.T. shore experiences.

Ship brochure: A dedicated publication focused only on one ship, its features and highlights of its inaugural season, suites and deck plans. There is no commercial information in it.

Ship icon: This refers to Ship silhouette.

Ship profile: A full-colour, three-dimensional illustration representing a ship viewed from one side. It usually complements a deck plan and typically features in a brochure or on our website.

Ship silhouette: Also known as the Ship icon, this refers to a simple yet distinctive monochromatic illustration of a ship. In most cases, it serves as a reference or decorative element in our communication assets.

Slogan: An attention-grabbing statement used to advertise or promote our brand’s products and services. It encapsulates what we want people to associate with that product or service. Unlike a tagline, which is written to endure for some time, slogans are usually created for a temporary marketing campaign or one-off purpose.

Suite schematics: Also known as a Floor plan, this is a three-dimensional illustration showcasing the layout and arrangement of the living spaces in a suite. It usually describes all the functional sections to highlight these features at a glance.

Tagline: A short phrase used to summarise the value of our brand, product, or service to create a persuasive and memorable impression on consumers. Unlike a slogan, which is usually for a more temporary purpose, taglines are created to last for a long time.

Transoceanic Voyage: This repositions our sailingsacross the Atlantic Ocean.

Venetian Society: VS is Silversea’s loyalty programme where every guest becomes a member after their first voyage. It offers different levels of benefits. Special offers are usually indicated with a “V” icon.

World Cruise: This is a special voyage of more than 100 days where guests have the opportunity to visit explore larger parts of the world from a single ship.

Worldwide Voyages brochure: Also known as our Big Brochure or Corporate Brochure, this is a yearly compendium of voyages with regional highlights. It’s divided into sections such as Why Silversea, Voyage Collection, Suites and Deck Plans. It also has a web version called Digital Brochure.

GLOBAL MARKETING DEPARTMENT

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