NCL Partners Brand Guidelines Webinar. Fall 2006

Transcription

1 NCL Partners Brand Guidelines Webinar Fall 2006

2 Execution of the Brand Key Brand Elements Logo Photography Copy Style Typography Brand Colors Fish Additional Brand Elements Wake Background Distressing Photography Background

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4 Logos Old and New Old New

5 NCL Logos 4-Color Preferred logo Use when preferred logo is hard to read Reverse logo use on dark backgrounds

6 NCL Logos (continued) 1-Color Preferred logo For Newspaper Reverse logo use on dark backgrounds 1-color Pantone

7 NCL Logos (continued) Limited-Space Shield Logos Preferred 1-color 1-color Reverse Using Logos Online Logos won t appear much larger than 140 pixels stay away from gradient logos

8 Improper Use of NCL Logos No ribbon Don t change colors Background Rules Be sure words are legible Edges and serifs should be crisp and welldefined NCL Shield letters are always white do not knockout to reveal background color (except reversed logos for black and white) No drop shadows Don t change the size ratio Don t change the format

9 NCLA Logos 4-Color Preferred logo Reverse logo use on dark backgrounds 1-color Pantone 1-color Pantone

10 NCLA Logos (continued) 1-Color Preferred logo Reverse logo use on dark backgrounds

11 NCLA Logos (continued) Limited-Space NCLA Logos Preferred Reverse Using Logos Online Logos won t appear much larger than 140 pixels stay away from gradient logos

12 Using the NCL logo Buffer Zone Do not use NCL and NCLA logos together Use NCL logo for entire fleet or Internal-flagged ships Use NCLA logo only for 3 US - flagged ships Pride of America Pride of Hawaii Pride of Aloha

13 Use Photography Section header for this page

14 Ship Images Use ship images that show brightly colored hulls, if applicable No part of the ship should be cut out of the picture Each destination has an assigned ship(s) be sure to use correct ship image Use photo distressing whenever possible Go to ncl.com for more images

15 Lifestyle Images Preferred Photography Style No fake poses No happy, shiny people faces are a bit anonymous Use a mix of activities for multiple photo placement Use a mix of diverse ethnicities and ages Include images of both couples and families Use photo distressing whenever possible Go to ncl.com for more images

16 Improper Photography Treatments Keep photography in it s original 4-color state. Black and white is okay only when entire piece is printed in black and white No ovals, circles or strange shapes photos should be framed in squares, rectangles, and wakes only Use photography in its original form no blurs, texture, or over-retouching

17 Copy Introduction Tone Always call us Norwegian Cruise Line on first mention Can use NCL in moderation after Informal Fun Irreverent Headline Examples You must board. You must disembark. Thus ends the lists of musts. 175 Activities for Type A. 998 lounge chairs for Type B.

18 Copy Examples Old Regal elegance and style await NCL s Norwegian Jewel shines from bow to stern with an incredible array of outstanding amenities... Watch the sun rise over the pristine beaches New From the moment you board, you re free to play when you want, eat when you want and sleep when you want. We re not bragging when we say we have everything on board. Everything except a schedule. With Freestyle Cruising, you can do it all or do nothing. That means you can enjoy every activity or excursion that suits your personality. Or you can plan a nap if that s your thing.

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20 Freestyle Font Created exclusively for NCL Type on a curved baseline Headlines only

21 Subheads and Text Zemke Hand ITC Available for purchase at Gotham Bold Available for purchase at Also available in medium, book, and light Gotham Condensed Available for purchase at Also available in medium, book, light, and bold ABCDEFGHIJKLMNOPQRSTUVWXYZ a b c d e f g h I j k l m n o p q r s t u v w x y z Ariel Use when Zempke and Gotham are not available

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23 Freestyle Colors We have 18 color choices that can be used Background should not be a solid color should have a painted-on textured appearance When marketing a particular destination, please use the colors designated Otherwise, mix and match as you please

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25 Freestyle Elements Fish Icon Mainly used in TV advertising Not to be used as a stand-alone icon Must be used in conjunction with NCL logo

26 School of Fish Always 1 fish that goes against the flow never more, never less Do not use multiple schools of fish in one ad Do not break the white fish out from the school Do not use as wallpaper Must be a distressed image Must use the NCL preferred colors only white and one other color per school Do not overlap the fish preserve the distance between fish Fish need to be one uniform size not too big or too small Not sure how to use school of fish? contact marketing@ncl.com Examples for white backgrounds Examples for colored backgrounds

27 Wake Shape Wake not required, but nice to have Only type or photos belong inside wake Background should be white or cream only Works best in larger formats Wake should end at stern of NCL ship (when space allows) Should appear painted on and not cut-out of the background Use texture No need for clean-edged lines For more info, contact

28 Background & Distressing Background Not required, but nice to have Can add elements to background like palm trees in this ad Consult brand guidelines for detailed directions Background Distressing Use anytime a colored background is used

29 Fun, irreverent copy in Zemke font Pulling it all Together School of fish used in conjunction with NCL logo Proper logo use Colorful hull shown Fun, irreverent copy Color scheme Freestyle font typed on a curved

30 Examples Newspaper Co-op Direct Mail Trade Ad

31 Where to Find Marketing Tools? Download from and enter username and password then go to the Marketing Tools section Xpress Marketing for customizable s and flyers online version of brand guidelines NCL Image Library Destination copy Corporate logos Contact Marketing if you need additional assistance

32 Timing / Next Steps Tools online by December 1, 2006 Please ensure all travel partner advertising is brand compliant by December 15, 2006, in time for WAVE promotion Logo Photography Typography Fish Copy Style Brand Colors

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