the art of delight
Table of Contents Purpose of Document 6 Document Usage 9 Who We Are 13 Brand Values 14 The Art of Delight 17 Imagery 18 Photography/Photo Usage 20 Retouching & Cropping 22 Examples of Photography 24 Identity Guidelines 34 Terminology & Verbiage 34 Seabourn Differences 38 Print Guidelines 40 Logos 42 Online Templates 46 Print Templates 50 International CTAs 56 4
The purpose of this document These guidelines are part of a toolkit that will help Seabourn and its partners create communications and experiences that are in keeping with the brand we ve established. When used correctly, these guidelines will: Help us effectively express the Art of Delight campaign tone and messaging Increase visual and tonal consistency Simplify and clarify our communications Protect core Seabourn brand assets 6
This document is to be used by: Internal Seabourn staff, new Seabourn employees, Holland America Line staff where necessary, partner agencies, third party vendors, as well as others who may be involved in creating Seabourn materials and communications. 9
Welcome to delight.
Who we are. Seabourn is luxury cruising at its very best. We are passionate about travel and believe that traveling for pleasure has a redemptive power that enriches people s lives. And we believe that people should travel well. Our intimate ships visit the most desirable destinations worldwide, sailing to the heart of landmark cities as well as hidden gems where larger vessels cannot follow. Our ships attract interesting people who seek to share experiences beyond the expected in places beyond the ordinary. They create a sense of camaraderie and an onboard social ambiance where conversation flows freely, and no one has to reach for the tab. And our acclaimed staff offers a unique style of heartfelt hospitality that is sincere, thoughtful and personal. 13
Brand Values Uncompromising Commitment to Safety and Sustainability We have a great responsibility to safeguard the well-being of people and the oceans we sail upon. Ongoing training and adherence to rigorous standards are vital to preserving and protecting our guests, our employees and the environment. Focus on Performance and Results The foundation of our success always has been and continues to be a focus on performance and results. Committed to Service Excellence Striving for and achieving excellence in all aspects of company operations is a key ingredient of our culture and our success. Integrity, Honesty and Ethics Integrity, honesty and ethics guide our decisions on all levels, from individual employees to the company as a whole. We not only do things right, we do the right things. As a Global Company We are challenged by the many miles that separate the parts of our team. With employees located throughout the world, we are committed to working together and sharing a common goal and vision. Embrace Change and Improvement We must change and evolve in order to remain viable and competitive. Maintain Optimism and Perspective We strive to recognize the valuable contribution of our employees and embrace their diversity as we make every effort to strike a positive and healthy balance between personal life and professional goals. 14
the art of delight A masterful painting, a classic sculpture, a timeless concerto. Art can take many forms. And we at Seabourn believe that delight is just as important an art form. We are masters of effortless delight, handcrafting personal experiences for each and every one of our guests through unobtrusive, yet intuitive service. Service beyond what is expected. Dedication beyond what is required. Delight beyond your destination. This is the art of delight. 17
The imagery The Art of Delight When using or creating images to be used in Art of Delight communication, please follow these basic guidelines. This campaign aesthetic is rooted in two words: Warmth and Lightness. Warmth We want every image to exude a sense of warmth in the humanity portrayed, as well as the sun-kissed warmth of the sun or light source. There should be a distinctly contemporary, yet warm and embracing tone to them as opposed to a cool, crisp, and detached contemporary tone. Lightness We also want every image to exude a sense of lightness that should come through in various ways. First, each image should have an uncomplicated, uncluttered lightness in the composition no extraneous details, props, or distracting elements. Each image should evoke the lightness of being on a vacation a sense of ease and effortlessness must come through. Keeping the words warmth and lightness in mind, we should never forget that each photo has to also be high-end and luxurious while also preserving the richness of the photo. 19
Our photography Photography: Open / warm / clean / cropped to increase openness; focal points can bleed off. Photo Usage: The art of delight photo filter (lens flare) is not placed on every photograph. Therefore, when requiring multiple images in communications, use photos that contain the filter thoughtfully and sparingly. Whenever possible, avoid cropping photos of guests and crew in a way that cuts off their extremities. Cropping of the ship is discouraged, but allowed in some instances where at least ¾ of the ship stays in the photo (see example on following page). Also avoid placing ship images across the fold of a spread. Wherever possible, use Sojourn, Odyssey, and Quest ship imagery over images of Pride, Spirit, and Legend, unless the itinerary is aboard one of these ships. 20
Retouching for Warmth and Light Effect *For *FOR USE use BY by PUBLICIS/PIL PubLICIS /P.I.L./Hunt / HUNT/ SEABOURN only GRAPHICS TEAM ONLY Retouching Palette Example The following are very general suggestions for achieving the light and warmth effect desired for Seabourn images. There is no standard workflow that can be applied to every image due to color and tone differences in outside sourced images. If the images come from one photo shoot, that will change. But for now, retouchers will want to use any tools at their disposal to achieve the desired effect. Of course there are many ways to go about utilizing Photoshop s many tools, including processing the images through Adobe Bridge to start off with the desired warmth before adding lens flares. But if you want to use photo filter and other adjustment layers, here is the general idea: Duplicate the original image and do any retouching/cloning necessary. Duplicate that layer and use the FILTER>RENDER>LENS FLARE. Add the flare in an appealing and accurate area based on how the image is already lit. - Usually one of the first two lenses produces the desired sunburst look. Create a layer mask on the LENS FLARE layer to mask out any unwanted or Cropping Examples distracting flare rings and dots or unwanted blown-out lighting. - In some cases, add a CURVE adjustment layer on a blending mode of multiply at a low transparency, above the lens flare layer, to help bring back some contrast and depth to the image. Add a PHOTO FILTER adjustment layer RGB values of R:245 G:212 B:0 are usually a good starting point. - Sometimes a second PHOTO FILTER adjustment layer is needed with different RGB values or even different blending modes (multiply or screen) to help achieve the overall desired warmth depending on the color and tone of the original image. - Add color back into areas that may need it to avoid a sepia look vs. a warm but full-color image, using masks or color fills or whatever works. Correct usage (3/4 ship showing) Incorrect usage (only 1/4 ship showing) 42 22 23 43
Examples of photography
Terminology & Verbiage Company and ship names: When writing about the Seabourn brand, the company should be referred to as Seabourn. The names of Seabourn s ships should always have the first letters capitalized and appear on one line. They also can be italicized in situations where extra emphasis may be required. When listing Seabourn Pride, Seabourn Spirit, Seabourn Legend, Seabourn Odyssey, Seabourn Sojourn and Seabourn Quest, their names must appear together, fully spelled out, in the above order, and must include the word and. When named individually, the names should include the Seabourn prefix (i.e., Seabourn Pride, Seabourn Spirit, Seabourn Legend, Seabourn Odyssey, Seabourn Sojourn and Seabourn Quest). The definite article the should never be used ahead of the name of a ship. Think of it as a proper name. Correct: Aboard Seabourn Legend you will find... Incorrect: Aboard the Seabourn Legend you will find... Seabourn trademarks and service marks: The following terms and products have been trademarked exclusively for use with the Seabourn brand. The terms shown before the trademark must appear italicized with their service marks whenever they are used. Caviar in the Surf Pure Pampering SM bath drawn by your personal stewardess Personal Valet luggage service Seabourn s Personal Shopper SM Complimentary Massage Moments on deck Movies Under the Stars The Spa at Seabourn SM Vintage Seabourn SM premium wine package Seabourn to a Tea SM Evening Under the Stars sumptuous barbecue dinners or gala parties with live music and dancing 34
Terminology & Verbiage Names of dining venues: The Restaurant is the name of our main dining venue. Both words must appear with the first letters capitalized. Restaurant 2 is the name of our alternative dining venue. Restaurant 2 must appear with the number 2 in italics. In addition, Seabourn Odyssey, Seabourn Sojourn and Seabourn Quest feature two additional dining venues: Colonnade and The Patio Grill. Seabourn terminology: Please use the following terms as applicable: guests instead of passengers, suite rather than cabin or stateroom, days instead of nights. Descriptive words and phrases: The following is a list of descriptive words and phrases that best describe the Seabourn brand. Ships Intimate, upscale but relaxed. Suites Spacious all-suite accommodations, ultra-luxury, sanctuary, extravagant details. Service Highly personalized, nearly one staff member per guest, thoughtful attention, attentive, sincere, heartfelt, and unobtrusive. Dining Open seating, imaginative, casual yet elegant, sumptuous, tantalizing menus. Seabourn Is and Is Not: is: sophisticated is: luxurious is: contemporary is: emotional is: confident is: unobtrusive is not: stuffy is not: pretentious is not: old fashioned is not: rational is not: arrogant is not: distant 37
Seabourn Differences Depending on the size and space available when listing the Seabourn Differences, there are two sets of versions to choose from a shorter version, and a longer version. SHORT VERSION: Intimate ships with no more than 229 suites Tipping is neither expected nor required Spacious all-suite accommodations Award-winning gourmet dining Complimentary champagne and in-suite bar Complimentary open bars and fine wines LONG VERSION: Intimate ships with no more than 229 suites A Seabourn ship is like a private club, where members share expansive open decks, inviting social spaces, and the personalized attention of an exceptional crew. Unique itineraries to must-see cities and hidden gems where larger ships cannot go Each cruise is a hand-picked collection of fascinating places, and each day brings a new opportunity for authentic discovery another chance to explore your world in a personal and meaningful way. Intuitive, gracious service provided by a staff passionate about pleasing our guests It is supremely relaxing to be looked after by thoughtful hosts, whose knack for anticipating what you might like borders on the clairvoyant. Spacious all-suite accommodations with sweeping ocean views many with verandas Seabourn suites are thoughtfully appointed and inviting, designed as homes away from home with room to unwind or entertain. Open bars throughout the ship, and fine wines poured at lunch and dinner Meet and mingle with fellow guests in a carefree atmosphere, where no one has to pick up the tab. All dining venues are complimentary dine where, when and with whom you wish From casual to elegant, indoors, al fresco or in your suite, a range of choices invites you to be spontaneous. Gourmet dining experiences that rival the finest restaurants anywhere From French fries to foie gras, every dish served by Seabourn receives the expert attention of highly skilled and imaginative chefs. The finest ingredients are selected with care, perfectly prepared to your order, and served with pride. Complimentary welcome champagne and in-suite bar stocked with your preferences Soft drinks, beer and mineral water, complete glassware and your favorite wines or spirits are ready for your enjoyment or for entertaining. Tipping is neither required nor expected service simply to delight you Our award-winning staff is driven only by their sincere desire to please, and with a smile that comes from the heart. 38
Typography Primary Color Palette & Tints Main Font: Granjon Roman Main Font: Granjon Italic Sub Font: Vista Sans Light ABCDEFGHIJKLMN OPQRSTUVWXYZ 1234567890 abcdefghijklm nopqrstuvwxyz 1234567890 Typography Usage TRACKING 5 LEADING 1 :1 OPTICAL KERNING ABCDEFGHIJKLMN OPQRSTUVWXYZ 1234567890 abcdefghijklm nopqrstuvwxyz 1234567890 TRACKING 5 LEADING 1 :1 OPTICAL KERNING ABCDEFGHIJKLMN OPQRSTUVWXYZ 1234567890 abcdefghijklm nopqrstuvwxyz 1234567890 TRACKING 5 LEADING 1 :1 OPTICAL KERNING REED BROWN 50/65/65/45 PMS 497 90/65/59 torrent BluE 80/65/45/30 PMS 534 59/74/92 70% 50% 30% 70% 50% 30% Typography plays a huge role in our Art of Delight campaign. The two fonts we have chosen are harmoniously linked between a sophisticated look and a clean, modern look. Granjon Roman This font is primarily used in headlines, headers, and titles. The first word of the header can either be capped or lowercase, at the designer s discretion. OystER WhitE 15/10/33/0 PMS 4545 218/214/171 Secondary Color Palette & Tints 70% 50% 30% Granjon Italic This font is primarily used in headlines, headers, and titles. One word of the header is always italicized, for aesthetic purposes only not for emphasis. Therefore, wherever possible the word that is italicized should be a support word, not the main subject. Example: the art of delight. moss green 35/15/60/50 EmERalD 100/0/81/66 RED WiNE 75/100/70/15 BRushED copper pms 7504 0/25/45/40 Vista Sans Light This font is primarily used in copy and text. mediterranean sky 55/25/0/12 cerulean 100/62/0/20 forest green 20/0/31/78 gold 20/30/70/20 Sub Headlines Sub Headlines uses the same rules governing the selection of Italicized words but the case is subjective to its use (if a full sentence then capitalized, if a partial sentence then not). slate 0/0/0/70 midnight sky 90/80/40/35 caribbean sea 70/25/0/20 light gold 25/22/45/0 the Seabourn difference When using the Seabourn difference as a heading: the is not capitalized, Seabourn is italicized, and difference is not. Paragraphs Paragraphs should start bolded until a natural pause (usually 3-5 words in). Body Copy Use sentence case. Legal Copy Legal copy is set in the typeface Granjon. Make sure the copy is at least naked to the visible eye, and can be set to a 70% transparency if needed to make less apparent. Color Usage Transparent Bar Needs to be anchored to a side, top or bottom Selected color needs to be in the family of the approved color pallet, but also match the image. Headline Treatments Staggered Headline Single Line with Bar Delight is the Mediterranean at extraordinary savings. world voyages special cruise-only pricing on select sailings Torrent Blue, Reed Brown, and Oyster White are our brand colors and must be the primary color 40 take-away from every communication. Neutral colors and varying shades of the primary colors support our brand colors. This can be used as type, graphics, and even as a subtle gradation of color in the background. Double Line with Bar world voyages special cruise-only pricing on select sailings exceptional moments and values await 41
Seabourn Logo Main Logo Seabourn Club Logos Main Logos For use on a light background Alt Logos For use on a dark background Use these variations with Black and White layouts and printing Logo Usage Club Logo Usage This logo only pertains to materials that highlight their loyalty program, Seabourn Club. The Seabourn logo is at the heart of our brand and appears on all marketing materials. Take care to ensure it always has the prominence it deserves. The preferred Seabourn logo for most materials is the version without the ship on top. The only usage of the ship on top logo is on materials where there is no indication whatsoever that Seabourn is a cruiseline. This version is only to be used sparingly. 42 43
Seabourn Conversations Logo Main Logo Award Logos Top Tier (Use first) Alt Logos 2nd Tier (Use in addition to Top Tier medallions) Icons Arts UNESCO Culinary Culture & Destination Current Affairs Science 3rd Tier (Use in addition to 1st and 2nd Tier medallions) Logo & Icon Usage These logos and icons only pertain to materials that mention Seabourn Conversations aboard the ships. 4th Tier (Use in addition to 1st, 2nd, and 3rd Tier medallions) Award Logo Usage These logos are only to be used when instructed to do so. 44 45
Online Marquee Templates 46 47
Online Display Templates DREAM Online Display Templates PLAN pan/fade out pan/fade out photo flare fade out 48 49
Co-op Print Templates Delight is the World at extraordinary savings. Complimentary in-suite bar stocked with your preferences Complimentary open bars throughout the ship Complimentary fine wines poured at lunch and dinner Complimentary welcome champagnes Spacious all-suite accommodations Tipping is neither required nor expected Award-winning gourmet dining, and more Delight is the Mediterranean at extraordinary savings. This is the art of delight RIVIERAS AND SPAIN from $4,999 Monte Carlo to Barcelona Departing August 27, 2013 10 days VENICE And ADRIATIC from $3,499 Venice to Rovinj, Croatia Departing July 13, 2013 10 days Logo Here Enjoy your journey on the World s Best Small-Ship Cruise Line. Contact your travel advisor or call Seabourn at 1.800.929.9391 Logo Here Enjoy your journey on the World s Best Small-Ship Cruise Line. Contact your travel advisor or call Seabourn at 1.800.929.9391 *All fares are in U.S. dollars, cruise-only, for new bookings only, per guest, double occupancy, subject to availability. Government Fees and Taxes of $76.36 to $1,893.44 per person are additional. Information herein is accurate at time of printing and are subject to change without prior notice. Seabourn reserves the right to correct errors. Ships registry: Bahamas. 2013 Seabourn. *All fares are in U.S. dollars, cruise-only, for new bookings only, per guest, double occupancy, subject to availability. Government Fees and Taxes of $76.36 to $1,893.44 per person are additional. Information herein is accurate at time of printing and are subject to change without prior notice. Seabourn reserves the right to correct errors. Ships registry: Bahamas. 2013 Seabourn. 50 51
Co-op Print Templates Delight is the Mediterranean at extraordinary savings. Complimentary in-suite bar stocked with your preferences Complimentary open bars throughout the ship Complimentary fine wines poured at lunch and dinner Complimentary welcome champagnes Spacious all-suite accommodations Tipping is neither required nor expected Award-winning gourmet dining ADRIATIC AND GREEK ISLES from $4,999 Venice to Athens Departing July 20, 2013 7 days Greek Isles And Ephesus from $6,599 Athens to Istanbul Departing July 20, 2013 7 days RIVIERAS AND SPAIN from $4,999 Monte Carlo to Barcelona Departing August 27, 2013 10 days VENICE And ADRIATIC from $3,499 Venice to Rovinj, Croatia Departing July 13, 2013 10 days Logo Here Enjoy your journey on the World s Best Small-Ship Cruise Line. Contact your travel advisor or call Seabourn at 1.800.929.9391 *All fares are in U.S. dollars, cruise-only, for new bookings only, per guest, double occupancy, subject to availability. Government Fees and Taxes of $76.36 to $1,893.44 per person are additional. Information herein is accurate at time of printing and are subject to change without prior notice. Seabourn reserves the right to correct errors. Ships registry: Bahamas. 2013 Seabourn. 52 53
Co-op Print Templates Delight is the Mediterranean at extraordinary savings. Delight is the Mediterranean at extraordinary savings. Delight is the Mediterranean at extraordinary savings. ADRIATIC AND GREEK ISLES from $4,999 Venice to Athens Departing July 20, 2013 7 days Logo Here Enjoy your journey on the World s Best Small-Ship Cruise Line. Contact your travel advisor or call Seabourn at 1.800.929.9391 ADRIATIC AND GREEK ISLES from $4,999 Venice to Athens Departing July 20, 2013 7 days Greek Isles And Ephesus from $6,599 Athens to Istanbul Departing July 20, 2013 7 days *All fares are in U.S. dollars, cruise-only, for new bookings only, per guest, double occupancy, subject to availability. Government Fees and Taxes of $76.36 to $1,893.44 per person are additional. Information herein is accurate at time of printing and are subject to change without prior notice. Seabourn reserves the right to correct errors. Ships registry: Bahamas. 2013 Seabourn. Logo Here Enjoy your journey on the World s Best Small-Ship Cruise Line. Contact your travel advisor or call Seabourn at 1.800.929.9391 *All fares are in U.S. dollars, cruise-only, for new bookings only, per guest, double occupancy, subject to availability. Government Fees and Taxes of $76.36 to $1,893.44 per person are additional. Information herein is accurate at time of printing and are subject to change without prior notice. Seabourn reserves the right to correct errors. Ships registry: Bahamas. 2013 Seabourn. ADRIATIC AND GREEK ISLES from $4,999 Venice to Athens Departing July 20, 2013 7 days 1/4 Page Vertical Delight is the Mediterranean at extraordinary savings. 1/2 Page Horizontal Greek Isles And Ephesus from $6,599 Athens to Istanbul Departing July 20, 2013 7 days Delight is the Mediterranean at extraordinary savings. ADRIATIC AND GREEK ISLES from $4,999 Venice to Athens Departing July 20, 2013 7 days Logo Here Enjoy your journey on the World s Best Small-Ship Cruise Line. Contact your travel advisor or call Seabourn at 1.800.929.9391 Logo Here Enjoy your journey on the World s Best Small-Ship Cruise Line. Contact your travel advisor or call Seabourn at 1.800.929.9391 Greek Isles And Ephesus from $6,599 Athens to Istanbul Departing July 20, 2013 7 days Greek Isles And Ephesus from $6,599 Athens to Istanbul Departing July 20, 2013 7 days ADRIATIC AND GREEK ISLES from $4,999 Venice to Athens Departing July 20, 2013 7 days *All fares are in U.S. dollars, cruise-only, for new bookings only, per guest, double occupancy, subject to availability. Government Fees and Taxes of $76.36 to $1,893.44 per person are additional. Information herein is accurate at time of printing and are subject to change without prior notice. Seabourn reserves the right to correct errors. Ships registry: Bahamas. 2013 Seabourn. Logo Here Enjoy your journey on the World s Best Small-Ship Cruise Line. Contact your travel advisor or call Seabourn at 1.800.929.9391 1/4 Page Horizontal *All fares are in U.S. dollars, cruise-only, for new bookings only, per guest, double occupancy, subject to availability. Government Fees and Taxes of $76.36 to $1,893.44 per person are additional. Information herein is accurate at time of printing and are subject to change without prior notice. Seabourn reserves the right to correct errors. Ships registry: Bahamas. 2013 Seabourn. *All fares are in U.S. dollars, cruise-only, for new bookings only, per guest, double occupancy, subject to availability. Government Fees and Taxes of $76.36 to $1,893.44 per person are additional. Information herein is accurate at time of printing and are subject to change without prior notice. Seabourn reserves the right to correct errors. Ships registry: Bahamas. 2013 Seabourn. 1/2 Page Vertical 1/4 Page Vertical 54 55
Seabourn International CTAs UK: Enjoy your journey on the World s Best Small-Ship Cruise Line. Contact your travel advisor or call Seabourn at 0843.373.2000 AUD: Enjoy your journey on the World s Best Small-Ship Cruise Line. Contact your travel advisor or call Seabourn on 13 24 02 EURO: Enjoy your journey on the World s Best Small-Ship Cruise Line. Contact your travel advisor or visit Seabourn.com for more information. USI: Enjoy your journey on the World s Best Small-Ship Cruise Line. Contact your travel advisor or call Seabourn at 206.626.9191. 56
Brand Guidelines V.17