the art of delight - seabourn€¦ · - add color back into areas that may need it to avoid a...

the art of delight

4

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

6

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

The purpose of this document

9

Internal Seabourn staff, new Seabourn employees,

Holland America Line staff where necessar y, partner

agencies, third par t y vendors, a s well a s others who

may be involved in creating Seabourn materials and

communic at ions .

This document is to be used by:

Welcome to delight.

13

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 ordinar y. 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.

Who we are.

14

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.

Brand Values

17

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.

the art of delight

19

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.

20

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.

Our photography

22 4342

Retouching Palette Example

Cropping Examples

Retouching for Warmth and Light Effect *For uSe by PubLICIS /P.I.L. /Hunt onLy

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

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)

22 23

*FOR USE BY PUBLICIS/PIL / HUNT/ SEABOURN GRAPHICS TEAM ONLY

Examples of photography

34

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 PamperingSM bath drawn by your personal stewardess

Personal Valet® luggage service

Seabourn’s Personal ShopperSM

Complimentary Massage Moments® on deck

Movies Under the Stars®

The Spa at SeabournSM

Vintage SeabournSM premium wine package

Seabourn to a TeaSM

Evening Under the Stars® sumptuous barbecue dinners or gala parties with live music and dancing

Terminology & Verbiage

37

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 not : stuffy

is: luxurious is not: pretentious

is: contemporary is not: old fashioned

is: emotional is not: rational

is: confident is not: arrogant

is : unobtrusive is not: distant

Terminology & Verbiage

38

Depending on the size and space available when listing the Seabourn Differences, there are two set s

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

• Complimentar y champagne and in-suite bar

• Complimentar y 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 rela xing to be looked after by thoughtful hosts, whose knack for anticipating what

you might like borders on the clair voyant.

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 gra s, ever y dish ser ved by Seabourn receives the expert attention of highly

skilled and imaginative chefs. The finest ingredient s are selected with care, perfectly prepared to your

order, and ser ved with pride.

Complimentary welcome champagne and in-suite bar stocked with your preferences

Soft drinks, beer and mineral water, complete gla ssware and your favorite wines or spirit s 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.

Seabourn Differences

4140

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Main Font: Granjon Roman Main Font: Granjon Italic Sub Font: Vista Sans Light

Typography

TRACKING 5LEADING 1 :1

OPTICAL KERNING


OPTICAL KERNING


OPTICAL KERNING

Primary Color Palette & Tints

Secondary Color Palette & Tints

Color Usage

Torrent Blue, Reed Brown, and Oyster White are our brand colors and must be the primary color

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.

Typography Usage

Transparent Bar

Headline Treatments

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.

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.

Vista Sans Light

This font is primarily used in copy and text.

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).

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.

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.

Suggested Color Palette


Secondary Color Palette (tints not recommended)

REED BROWN50/65/65/45

70% 50% 30%

70% 50% 30%

70% 50% 30%

tORRENt BluE80/65/45/30

OystER WhitE15/10/33/0

mOss gREEN35/15/60/50

EmERalD100/0/81/66

RED WiNE75/100/70/15

mEDitERRaNEaN sky55/25/0/12

cERulEaN100/62/0/20

fOREst gREEN20/0/31/78

slatE0/0/0/70

miDNight sky90/80/40/35

caRiBBEaN sEa70/25/0/20

BRushED cOppERpms 75040/25/45/40

gOlD20/30/70/20

light gOlD25/22/45/0

Suggested Color Palette


Secondary Color Palette (tints not recommended)

REED BROWN50/65/65/45

70% 50% 30%

70% 50% 30%

70% 50% 30%

tORRENt BluE80/65/45/30

OystER WhitE15/10/33/0

mOss gREEN35/15/60/50

EmERalD100/0/81/66

RED WiNE75/100/70/15

mEDitERRaNEaN sky55/25/0/12

cERulEaN100/62/0/20

fOREst gREEN20/0/31/78

slatE0/0/0/70

miDNight sky90/80/40/35

caRiBBEaN sEa70/25/0/20

BRushED cOppERpms 75040/25/45/40

gOlD20/30/70/20

light gOlD25/22/45/0

PMS 49790/65/59

PMS 53459/74/92

PMS 4545218/214/171

Delight is the Mediterranean at extraordinary savings.

world voyages special cruise-only pricing on select sailings

special cruise-only pricing on select sailings exceptional moments and values await

Staggered Headline

Single Line with Bar

Double Line with Bar world voyages

4342

Main Logo Main Logos

For use on a light background

For use on a dark background

Alt Logos

Seabourn Logo Seabourn Club Logos

Logo Usage

Club Logo Usage

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.

This logo only pertains to materials that highlight their loyalty program, Seabourn Club.

Use these variations with Black and White layouts and printing

4544

Main Logo

Alt Logos

Icons

Seabourn Conversations Logo Award Logos

Logo & Icon Usage

Award Logo Usage

These logos and icons only pertain to materials that mention Seabourn Conversations aboard the ships.

Arts UNESCO Culinary Culture & Destination

Current Affairs

Science

These logos are only to be used when instructed to do so.

Top Tier (Use first)

2nd Tier (Use in addition to Top Tier medallions)

3rd Tier (Use in addition to 1st and 2nd Tier medallions)

4th Tier (Use in addition to 1st, 2nd, and 3rd Tier medallions)

474646 47

Online Marquee Templates

494848 49

Online Display Templates – DREAM Online Display Templates – PLAN

photo flare fade out

pan/fade out

pan/fade out

515050 51

Co-op Print Templates

Enjoy your journey on the World’s Best Small-Ship Cruise Line.

Contact your travel advisor or call Seabourn at 1.800.929.9391

This is the art of delight

Delight is the World at extraordinary savings.

Complimentary in-suite bar stocked with your preferences

•

Complimentary open bars throughout the ship

•

Complimentary f ine 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

*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.

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

Logo Here

535252 53



Complimentary in-suite bar stocked with your preferences

•

Complimentary open bars throughout the ship

•

Complimentary f ine 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

RIVIERAS AND SPAIN from $4,999 Monte Carlo to Barcelona • Departing August 27, 2013 • 10 days

GREEK ISLES AND EPhESUS from $6,599

Athens to Istanbul • Departing July 20, 2013 • 7 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

555454 55







1 /2 Page Horizontal

1 /4 Page Horizontal

1 /2 Page Vertical 1 /4 Page Vertical

1 /4 Page Vertical



















Logo Here

Logo Here

Logo Here

Logo Here

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



Enjoy your journey on the

World’s Best Small-Ship

Cruise Line. Contact

your travel advisor or call

Seabourn at 1.800.929.9391

56

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:


Line. Contact your travel advisor or call Seabourn on 13 24

02

EURO:


Line. Contact your travel advisor or visit Seabourn.com for

more information.

USI:


Line. Contact your travel advisor or call Seabourn at

206.626.9191.

Brand Guidelines | V.17

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