Post on 30-May-2018
Table of Contents
3 Introduction
4 Manifesto
5 Brand Architecture
7 Logo Guidelines
21 Typography
23 Tone of Voice
24 Headlines
25 All Exclusive™ Lockup
28 Photography
33 Layouts
38 Layout Details
44 Colors
46 ®¸™ & Info
47 Crystal on the Web
For years now, Crystal® has delivered on the promise of all inclusive
travel. But the new Crystal will go much further and the World’s Best
cruise line will literally reinvent the travel category, even offering a
new phrase to describe our mission: Welcome to All Exclusive.™ In a
single phrase, we’ll take a common travel industry term, all inclusive,
and reshape it to communicate that there’s now something bigger,
bolder, unprecedented.
Executionally, each touchpoint will offer a clear and clever
description of what we mean by “All Exclusive.” We’ll own the
positioning and define it. And yes, even trademark it. When new
offerings from yacht to river cruises, to luxury air arrive, the idea will
grow more resonant. It’s an idea all-encompassing enough to define
Crystal as the very best of everything on sea, on land and in the air.
In order to signal this change at Crystal, a fresh and contemporary
logo evolution has been developed. It builds upon the well-known
original, but through the use of a more streamlined type treatment
and enhancements to the sea horses graphic, it makes the entire
mark much more modern in appearance. This evolution has been
extended to all new product logos as well.
Introduction
4
There’s a world out there. A world that calls to you.
It begs you to sail into its furthest hideaways and dive into its deepest secrets.
It tempts you with lavish freedoms that seem more like a dream than a reality.
It’s a world wrapped in the finest Egyptian linens and scented with aroma stone therapies.
A world that caters both to your adventurous spirit and to your adventurous palate.
With breathtaking views over every railing, across every verandah, out every window and
inside every suite.
It’s exclusive access to the seemingly inaccessible, custom experiences that come with trusted
experience, and limitless options being the only option.
This is a world open to anyone, anywhere, anytime. By sea, by land or by air.
This is the All Exclusive™ world.
A world where luxury can be seen as everyday and every day can be seen as luxury.
Welcome to the all-new Crystal. Where all inclusive is All Exclusive.
Manifesto
5
Brand Architecture
The launch of additional products alongside Crystal Cruises has resulted in a
new brand architecture.
The new master brand is Crystal, the “holding company” under which all the
various products now sit — Cruises, Yacht Cruises, River Cruises, Residences,
Luxury Air and any future extensions.
This document explains when to use the master brand logos and when to use
the product logos, plus the usage requirements associated with each.
6
Brand Architecture
Master Brand and Product Brands
The Crystal master brand and logo should be used when referring to the entire Crystal portfolio or
corporate entity. An announcement or information that applies across all Crystal products or outlines a
corporate belief, activity or philosophy would carry the Crystal master branding.
Product logos would be used on activity specific to that line of business. The Crystal Cruises Atlas, for
example, would carry the Crystal Cruises logo. A direct mail piece for Crystal Yacht Cruises would carry
just the Crystal Yacht Cruises logo.
Vertical Format
The vertical format of the master brand and product logos is the default, and should be used unless space
requirements dictate otherwise.
OR
7
Horizontal Format
Where vertical space is limited, such as in headers, footers and Web banners,
these horizontal versions of the Crystal logo should be used.
Logo Guidelines
9
C R U I S E S | R I V E R | Y A C H T
L U X U R Y A I R | R E S I D E N C E S
Logo Guidelines
Multi Brand Logo and Product Logos
The Crystal multi brand logo should be used in all our brand ads, and should appear in communications
highlighting the entire brand portfolio.
Product logos should be used on activity specific to that line of business. The Crystal Cruises Atlas, for
example, would carry the Crystal Cruises logo. A direct mail piece for Crystal Yacht Cruises would carry
just the Crystal Yacht Cruises logo.
Vertical Format
The vertical format of the multi brand logo and product logos is the default, and should be used unless
space requirements dictate otherwise.
OR
10
Logo Guidelines
Vertical Logo Anchoring
This is how the vertical logo is built and anchored.
Please note: These guidelines apply to all brand extensions.
1X
0.58X
0.42X
1.12X
6.25X
1.47X 1.47X
0.56X
9.41X
C R U I S E S
11
Horizontal Logo Anchoring
This is how the horizontal logos are built and anchored.
Please note: These guidelines apply to all brand extensions.
1.1X
1X
4.6X
0.4X
1.65X
1.9X
1.1X
1X
1X
4.6X
0.4X
1.5X
0.55X
0.55XTRACKING: 320C R U I S E S
Logo Guidelines
12
C R U I S E S | R I V E R | Y A C H T
L U X U R Y A I R | R E S I D E N C E S
1X
1.5X
0.9X
0.42X
1.12X
6.25X
1.47X
4.55X 4.55X
1.47X
0.56X
0.56X
Vertical Multi-Brand Logo Anchoring
This is how the vertical multi-brand logo is built and anchored.
Logo Guidelines
13
C R U I S E S | R I V E R | Y A C H T
L U X U R Y A I R | R E S I D E N C E S
1.1X
1X
0.8X4.6X
0.4X
0.4X
0.65X
0.4X
0.5X
0.9X
Horizontal Multi-Brand Logo Anchoring
This is how the horizontal multi-brand logo is built and anchored.
Logo Guidelines
14
Logo Guidelines
Logo Colors
The Crystal logo has three color versions.
Black type with PMS 321 Seahorses. This is the corporate default.
All black. This is the marketing material default.
All white. This is the marketing default when reversed out of solid
background colors.
15
C R U I S E S | R I V E R | Y A C H T
L U X U R Y A I R | R E S I D E N C E S
0.4x 0.4x
0.4x
0.4x 0.4x
1x
Logo Guidelines
Isolation Area
The vertical Crystal logo should always be surrounded by a minimum area
of space. The area of isolation ensures that headlines, text or other visual
elements do not encroach on the logo.
The specific area is defined by using a set percentage of the width of the
mark, which is referred to as x. This margin of clear space is drawn here
around the logo to create the invisible boundary of the area of isolation.
For example:
Mark width = 10mm
Area of isolation = 4mm around all sides of the logo
Area of separation is a minimum and should be increased
wherever possible.
0.4x
0.4x
0.4x
0.4x
1x
16
Logo Guidelines
Isolation Area
The horizontal Crystal logo should always be surrounded by a minimum area
of space. The area of isolation ensures that headlines, text or other visual
elements do not encroach on the logo.
The specific area is defined by 40% of the width of the mark, which is
referred to as x. A margin of clear space equivalent to 0.4x is drawn here
around the logo to create the invisible boundary of the area of isolation.
For example:
Mark width = 10mm
Area of isolation = 4mm around all sides of the logo
This area of separation is a minimum and should be increased
wherever possible.
0.4x
0.4x
0.4x0.4x
1x
C R U I S E S | R I V E R | Y A C H T
L U X U R Y A I R | R E S I D E N C E S
0.4x
0.4x
0.4x0.4x
1x
17
For example:
Mark width = 10mm
Area of isolation = 4mm around all sides of the logo
This area of separation is a minimum and should be increased
wherever possible.
Minimum reproduction size
The vertical Crystal logos have been designed to reproduce at a minimum height of 12.5mm,
14mm and 18mm. The vertical campaign logo is designed to reproduce at a minimum of 17mm.
On the Web, the minimum acceptable heights of the vertical logos are 38px, 44px and 54px.
There is no maximum reproduction size of the logos.
12.5mm
14mm
18mm
Logo Guidelines
17mm
C R U I S E S | R I V E R | Y A C H T
L U X U R Y A I R | R E S I D E N C E S
18
Minimum reproduction size
All the horizontal Crystal logos except the Crystal campaign logo have been
designed to reproduce at a minimum height of 9mm.
On the Web, the minimum acceptable height of the horizontal logos is 30px.
There is no maximum reproduction size of the logos.
9mm
9mm
9mm
Logo Guidelines
13mm C R U I S E S | R I V E R | Y A C H T
L U X U R Y A I R | R E S I D E N C E S
19
Logo Misuse
Some basic ways that people may misuse the logo, quick fixes, etc.
Shape and proportion
Never alter the Crystal logo by making it skew or changing the
proportions of the logo elements.
Logo Guidelines
20
Color
Only use black or white logos on all marketing communications.
Outlining the Crystal logo is allowed under no circumstances.
Backgrounds
Never use a drop shadow or place the Crystal logo on a
patterned background.
Isolation
Never isolate the Crystal logo by putting it in a box or frame.
Logo Guidelines
21
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz&0123456789=~!@#$%^&*()+[]\{}|:;’<>`?,./
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz&0123456789=~!@#$%^&*()+[]\{}|:;’<>̀ ?,./
Didot Bold
Didot
Didot Bold Italic
Didot Italic
Didot
The typography of this new campaign will help set this new tone of elegance
and sophistication. We will use Didot as our headline typeface. It has elements
of sophistication but with a classic heritage. We will balance this with Gotham
in various weights. This will achieve a modern yet sophisticated look that aligns
with the new Crystal brand.
If Didot is unavailable please use Bodoni.
Typography
22
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz&0123456789=~!@#$%^&*()+[]\{}|:;’<>̀ ?,./
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz&0123456789=~!@#$%^&*()+[]\{}|:;’<>̀ ?,./
Gotham Light Gotham Light Italic
Gotham Book Gotham Book Italic
Gotham Bold Gotham Bold Italic
Gotham
Used for secondary headlines, body copy and captions.
Body copy should be set between 55 – 70 characters per line, including spaces.
If Gotham is unavailable please use New Century.
Typography
23
Tone of Voice
SOME SPECIFICS
Avoid clichés, a pompous tone and too many adjectives. Instead of generalizations, it is
always better to use specifics. Instead of adding more adjectives, it is always preferred to use
fresh ideas. Use active sentences in the present tense to give more life to your copy; do not
use a passive voice. Use the second person rather than the third person whenever possible.
EXAMPLE OF WRITING STYLE
Brand ad: An All Exclusive journey with Crystal® is more than just a luxurious way to explore
the world. It is an adventure of a lifetime—opening up the globe and unlocking discoveries at
every turn—just for you. Whether by sea, land or air, we are taking luxury travel higher than
ever before. Welcome to the new Crystal. Where all inclusive is All Exclusive.
SEVERAL EXAMPLES MIGHT HELP
Crystal Cruises ad: Join us aboard the illustrious Crystal Symphony® and Crystal Serenity®
and discover how The World’s Most Awarded Luxury Cruise Line™ has taken ocean travel
to entirely new levels. And soon, our new Crystal Exclusive Class™ ships will refine every
exquisite pillar—service, space, quality and choices—of the celebrated Crystal Experience®.
These high standards of perfection give discerning travelers all the reasons they need to
set sail for the world’s most spectacular destinations. Remaining the World’s Best requires
nothing less than this continued commitment. Welcome to the new Crystal, where all
inclusive is All Exclusive.
Crystal Yacht Cruises ad: For curious, adventure-seeking travelers who crave access to
some of the world’s most beautiful maritime destinations that are off the beaten path,
the elegant all-suite boutique yacht Crystal Esprit™ provides unparalleled amenities for
just 62 discerning guests. Only Crystal Yacht Cruises™ can offer complimentary Crystal
Adventures® shore excursion in each port, Michelin star-level cuisine and, of course,
butler service for every luxurious suite. Welcome to the new Crystal, where all inclusive
is All Exclusive.
Crystal River Cruises ad: From The World’s Most Awarded Luxury Cruise Line™ comes an
entirely new way to travel. Experience the unrivaled standard in all-inclusive luxury, while
exploring the timeless waterways of Europe with unforgettable overnight stays aboard
five spacious, all-suite river yachts. Indulge in ever-changing scenery and lush landscapes
with uniquely curated shoreside discoveries designed to surprise, enrich and fascinate. And
complimentary butler service in each and every suite will make you feel like royalty each and
every day. Welcome to the new Crystal, where all inclusive is All Exclusive.
All Exclusive is:
Inviting
Elegant
Sophisticated
Inspiring
Energetic
Accommodating
All Exclusive isn’t:
Arrogant
Boastful
Cliché
Restrictive
Stagnant
24
Structure
The headlines in the All Exclusive™ campaign are working closely together
with the All Exclusive™ line using the formula:
All Exclusive line: All Exclusive™
Headline: An intriguing example of an exclusive experience connected to the
specific product/offering or the Crystal™ brand.
Headlines
SOME SPECIFICS
Avoid clichés, a pompous tone and too many adjectives. Instead of generalizations, it is
always better to use specifics. Instead of adding more adjectives, it is always preferred to use
fresh ideas. Use active sentences in the present tense to give more life to your copy; do not
use a passive voice. Use the second person rather than the third person whenever possible.
EXAMPLE OF HEADLINES
Brand:
All Exclusive™
Reinvents travel in a class by itself.
Crystal Cruises:
All Exclusive™
Turns any destination into a revelation.
Crystal River Cruises:
All Exclusive™
Turns every taste into an awakening.
Crystal Yacht Cruises:
All Exclusive™
Deepens your sense of adventure.
EXAMPLE OF SUBHEADLINES
Brand:
All Exclusive™
Reinvents travel in a class by itself.
Introducing the new Crystal, where all inclusive is All Exclusive.
Crystal Cruises:
All Exclusive™
Turns any destination into a revelation.
Introducing the new Crystal Cruises, where all inclusive is All Exclusive.
Crystal River Cruises:
All Exclusive™
Turns every taste into an awakening.
Introducing Crystal River Cruises, where all inclusive is All Exclusive.
Crystal Yacht Cruises:
All Exclusive™
Deepens your sense of adventure.
Introducing Crystal Yacht Cruises, where all inclusive is All Exclusive.
25
This is how the All Exclusive™ typography lockup is built and anchored with the headline.
If nothing else is specified, always refer to this guide when structuring the All Exclusive™ lockup.
R E I N V E N T S T R AV E L I N A C L A S S B Y I T S E L F.
ALLE XC LUS I V E
2x
0.53x
1x
0.48x
0.22x
Op
tica
l Ma
rgin
Didot
Tracking: 190
Gotham Black. Tracking: 200
Didot
Tracking: 120
All Exclusive™ Lockup
™
26
R E I N V E N T S T R AV E L I N A C L A S S B Y I T S E L F.
ALLE XC LUS I V E1x
1x 2x
0.35x
1x
All Exclusive™ Lockup
This is the minimum isolation area used for the All Exclusive™ typography lockup.
™
27
R E I N V E N T S T R AV E L I N A C L A S S B Y I T S E L F. R E I N V E N T S T R AV E L I N A C L A S S B Y I T S E L F.
ALL ALLE XC LUS I V E E XC LUS I V E
™
Ships are artists’ renderings, subject to change. ©2016 Crystal Cruises, LLC. Ships’ registry: The Bahamas. Ships are artists’ renderings, subject to change. ©2016 Crystal Cruises, LLC. Ships’ registry: The Bahamas.
All Exclusive™ Lockup
Never place the All Exclusive™ line on top of light colors or in ways that obstruct
the subject of the photography.
For additional guidance on usage, refer to the logo guidelines on pages 20 and 21.
™ ™
28
Photography
The photography of this campaign utilizes a high-end, stunning and stylish approach
to evoke the feelings and sensations that only the Crystal Experience® can offer.
We take cues from the genre of fashion to portray a dreamlike state to express that
Crystal is where fantasies come to life. Additionally, we have shot and cataloged an
extensive photo library of both hero images and all the regions that Crystal travels
to. Please refer to this library before pulling additional images.
29
Hero Photography
The hero photography of the campaign works to portray a dreamlike state to express that Crystal is
where fantasies come to life. The hero photography is tied to the location advertised but is also in most
cases accompanied by secondary photography to further highlight the destination and/or product.
Trevor Oldershaw
CYC-COR-M65512Crystal Cruises Seychelles Yacht Full Page
9.25” x 11.125” Departures MAR/APR ‘169” x 10.875”8.25” x 10.125”None
NoneNoneNone
None
None
Trevor Oldershaw
Tanner Rogers-
None
Mindy Lenox
Maureen Lay
Sam Hayati
Sam Hayati
Miriam Lee
37991_28808_CrystalCruisesMediPaper6_26368_V2_Cool_R1_150dpi.psd (CMYK; 300 ppi), CC_YachtCruises_logo_2015_V_150712.ai, 37528_Esprit_Marina_R3.jpg (CMYK; 1014 ppi), 37528_CC_K_only_D_shadow-.psd (CMYK; 300 ppi, 289 ppi), 37977_YR_Crystal_Seychelles_wip12_v2_150dpi_REV.psd (RGB; 320 ppi), YR_Crystal_Dubrovnik_Day_3__MG_9660.jpg (RGB; 984 ppi), cc-social_85K.
2-5-2016 10:53 AM
100%100%
Gotham (Black, Medium, Book, Light), Didot (Regular)
Cyan, Magenta, Yellow, Black
M65512_Seychelles_Yacht_FP_
9” x 10.875” 2.1
DEPARTURES
INTRODUCING CRYSTAL YACHT CRUISES,
WHERE ALL INCLUSIVE IS ALL EXCLUSIVE.
D E E P E N S YO U R S E N S E O F A D V E N T U R E .
ALLE XC LUS I V E™
Ship is artist rendering, subject to change. ©2016 Crystal Cruises, LLC. Ships’ registry: The Bahamas. Seychelles
For curious, adventure-seeking travelers who crave access to some
of the world’s most beautiful maritime destinations that are off the
beaten path, the elegant all-suite superyacht Crystal Esprit™ provides
unparalleled amenities for just 62 discerning guests. Only Crystal
Yacht Cruises can offer complimentary Crystal Adventures® shore
excursions in each port, Michelin star-level cuisine and, of course,
butler service for every luxurious suite. Welcome to the new Crystal®,
where all inclusive is All Exclusive.
CALL 1-844-731-7089OR YOUR TRAVEL PROFESSIONAL CRYSTALYACHTCRUISES.COM
™
38160 Oris btM38160_M65512_Seychelles_Yacht_FP_Departures_LinenBKG 02.05.16
Old Navy
PMSxxxx PMSxxxx PMSxxxx PMSxxxx PMSxxxx PMSxxxx PMSxxxx
30
Secondary Photography
The secondary photography accompanies our hero photography with the purpose of further
highlighting specific destinations and/or products advertised.
We do this through always using one product photo and one destination photo as seen below.
Trevor Oldershaw
CYC-COR-M65512Crystal Cruises Seychelles Yacht Full Page
9.25” x 11.125” Departures MAR/APR ‘169” x 10.875”8.25” x 10.125”None
NoneNoneNone
None
None
Trevor Oldershaw
Tanner Rogers-
None
Mindy Lenox
Maureen Lay
Sam Hayati
Sam Hayati
Miriam Lee
37991_28808_CrystalCruisesMediPaper6_26368_V2_Cool_R1_150dpi.psd (CMYK; 300 ppi), CC_YachtCruises_logo_2015_V_150712.ai, 37528_Esprit_Marina_R3.jpg (CMYK; 1014 ppi), 37528_CC_K_only_D_shadow-.psd (CMYK; 300 ppi, 289 ppi), 37977_YR_Crystal_Seychelles_wip12_v2_150dpi_REV.psd (RGB; 320 ppi), YR_Crystal_Dubrovnik_Day_3__MG_9660.jpg (RGB; 984 ppi), cc-social_85K.
2-5-2016 10:53 AM
100%100%
Gotham (Black, Medium, Book, Light), Didot (Regular)
Cyan, Magenta, Yellow, Black
M65512_Seychelles_Yacht_FP_
9” x 10.875” 2.1
DEPARTURES
INTRODUCING CRYSTAL YACHT CRUISES,
WHERE ALL INCLUSIVE IS ALL EXCLUSIVE.
D E E P E N S YO U R S E N S E O F A D V E N T U R E .
ALLE XC LUS I V E™
Ship is artist rendering, subject to change. ©2016 Crystal Cruises, LLC. Ships’ registry: The Bahamas. Seychelles
For curious, adventure-seeking travelers who crave access to some
of the world’s most beautiful maritime destinations that are off the
beaten path, the elegant all-suite superyacht Crystal Esprit™ provides
unparalleled amenities for just 62 discerning guests. Only Crystal
Yacht Cruises can offer complimentary Crystal Adventures® shore
excursions in each port, Michelin star-level cuisine and, of course,
butler service for every luxurious suite. Welcome to the new Crystal®,
where all inclusive is All Exclusive.
CALL 1-844-731-7089OR YOUR TRAVEL PROFESSIONAL CRYSTALYACHTCRUISES.COM
™
38160 Oris btM38160_M65512_Seychelles_Yacht_FP_Departures_LinenBKG 02.05.16
Old Navy
PMSxxxx PMSxxxx PMSxxxx PMSxxxx PMSxxxx PMSxxxx PMSxxxx
31
Secondary Photography
In situations where using both hero photography and accompanying secondary photography
doesn’t work, for example due to lack of space or in a layout with a lot of additional elements,
always prioritize using our hero photography.
If a layout doesn’t lend itself for our hero photography, for example due to a complex layout or
when we don’t have hero photography to go with our message, use secondary photography
meant for the product or destination communicated.
PREFERED: ACCEPTABLE:
32
Shipboard Experience
When building materials to sell Crystal Cruise staterooms, represent the shipboard
experience through realistic photography, in full color. Never use desaturated or sepia
photographic treatments for shipboard architecture or food images.
Trevor Oldershaw
CYC-COR-M65512Crystal Cruises Seychelles Yacht Full Page
9.25” x 11.125” Departures MAR/APR ‘169” x 10.875”8.25” x 10.125”None
NoneNoneNone
None
None
Trevor Oldershaw
Tanner Rogers-
None
Mindy Lenox
Maureen Lay
Sam Hayati
Sam Hayati
Miriam Lee
37991_28808_CrystalCruisesMediPaper6_26368_V2_Cool_R1_150dpi.psd (CMYK; 300 ppi), CC_YachtCruises_logo_2015_V_150712.ai, 37528_Esprit_Marina_R3.jpg (CMYK; 1014 ppi), 37528_CC_K_only_D_shadow-.psd (CMYK; 300 ppi, 289 ppi), 37977_YR_Crystal_Seychelles_wip12_v2_150dpi_REV.psd (RGB; 320 ppi), YR_Crystal_Dubrovnik_Day_3__MG_9660.jpg (RGB; 984 ppi), cc-social_85K.
2-5-2016 10:53 AM
100%100%
Gotham (Black, Medium, Book, Light), Didot (Regular)
Cyan, Magenta, Yellow, Black
M65512_Seychelles_Yacht_FP_
9” x 10.875” 2.1
DEPARTURES
INTRODUCING CRYSTAL YACHT CRUISES,
WHERE ALL INCLUSIVE IS ALL EXCLUSIVE.
D E E P E N S YO U R S E N S E O F A D V E N T U R E .
ALLE XC LUS I V E™
Ship is artist rendering, subject to change. ©2016 Crystal Cruises, LLC. Ships’ registry: The Bahamas. Seychelles
For curious, adventure-seeking travelers who crave access to some
of the world’s most beautiful maritime destinations that are off the
beaten path, the elegant all-suite superyacht Crystal Esprit™ provides
unparalleled amenities for just 62 discerning guests. Only Crystal
Yacht Cruises can offer complimentary Crystal Adventures® shore
excursions in each port, Michelin star-level cuisine and, of course,
butler service for every luxurious suite. Welcome to the new Crystal®,
where all inclusive is All Exclusive.
CALL 1-844-731-7089OR YOUR TRAVEL PROFESSIONAL CRYSTALYACHTCRUISES.COM
™
38160 Oris btM38160_M65512_Seychelles_Yacht_FP_Departures_LinenBKG 02.05.16
Old Navy
PMSxxxx PMSxxxx PMSxxxx PMSxxxx PMSxxxx PMSxxxx PMSxxxx
33
Layout — Full Page
CRYSTAL LOGO
CTAPARTNER LOGOS
H E A D L I N E
ALLE XC LUS I V E
Hero image
Should always take up as much space as
possible without making content with less
hierarchy feel crowded.
Best practices is to let the hero image
occupy >50% of the total layout.
Order of Hierarchy and Organization
All Exclusive™ line + headline
Is always placed in the bottom left corner
over the hero image in a way that doesn’t
compete with the subject of the hero image.
Sub headline + body copy
Are always placed to be read directly after
the headline.
Destination
Destination of photography, placed
vertically to the right bottom aligned with
the All Exclusive line. City is the priority, if
city is not appropriate default to country, if
country not appropriate default to general
description (e.g. wine country)
De
stin
ati
on
Crystal logo
Holds the highest hierarchy among the
secondary elements. Is always placed to be
read directly after the body copy.
Partner and Awards logos
Always placed to be read directly after the
Crystal logo.
Call to action
Always placed to be read directly after the
partner logos.
Social icons
Always placed to be read directly after the
call to action.
Legal
Always placed where it will obstruct the
other elements of the layout the least.
Full Page
We run our full-page ads when we want to put equal focus on both copy and photography.
In our full-page ads we can afford to dedicate space to one or two partner logos, provided
no additional elements with higher hierarchy are added.
34
Layout Alternatives — Full Page
CRYSTAL LOGO CTAPARTNER LOGOS
H E A D L I N E
ALLE XC LUS I V E
CRYSTAL LOGO
CTAPARTNER LOGO
H E A D L I N E
ALLE XC LUS I V E
CRYSTAL LOGO CTAPARTNER LOGOS
H E A D L I N E
ALLE XC LUS I V E
Secondary imagery
When secondary imagery is going into a full page layout,
elements with less hierarchy have to make space for this
element.
The best way of doing this is usually to shorten the amount
of body copy and get rid of additional partner logos.
Adding elements
When additional elements are added to a standard full-page layout, elements with less
hierarchy than the added element have to make space.
Listed are some examples of best practices when adding common additional elements.
Long copy
When long copy is going into a full-page layout, elements with
less hierarchy have to make space for this element.
The best way of doing this is usually to divide the body copy
into two columns and stack the elements with less hierarchy
below them. If additional space is needed, decrease the space
of the hero imagery as seen above.
Several additional elements
When several additional elements are going into a full-page layout,
elements with less hierarchy have to make space for these elements.
The best way of doing this is usually to divide the body copy into
two columns and stack the elements with less hierarchy below them.
If tables are added to the layout, stack these spanning both columns
below the body copy.
If additional space is needed, decrease the space of the hero
imagery and align secondary imagery to the right as seen above.
De
stin
ati
on
De
stin
ati
on
De
stin
ati
on
35
Layout — Spread
CRYSTAL LOGO
CTAPARTNER LOGOS
H E A D L I N E
ALLE XC LUS I V E
Spread
We run our spread ads when we want to highlight our photography or when we have a
lot of information that has to go into one ad.
In our spread ads we can afford to dedicate space to two partner logos, provided no
additional elements with higher hierarchy are added to the layout.
Hero image
Should always take up as much space as
possible without making content with less
hierarchy feel crowded.
Best practices is to let the hero image
occupy >50% of the total layout.
Order of Hierarchy and Organization
All Exclusive™ line + headline
Is always placed in the bottom left corner
over the hero image in a way that doesn’t
compete with the subject of the hero image.
Sub headline + body copy
Are always placed to be read directly after
the headline.
Destination
Destination of photography, placed
vertically to the right bottom aligned with
the All Exclusive line. City is the priority, if
city is not appropriate default to country, if
country not appropriate default to general
description (e.g. wine country)
Crystal logo
Holds the highest hierarchy among the
secondary elements. Is always placed to be
read directly after the body copy.
Partner and Awards logos
Always placed to be read directly after the
Crystal logo.
Call to action
Always placed to be read directly after the
partner logos.
Social icons
Always placed to be read directly after the
call to action.
Legal
Always placed where it will obstruct the
other elements of the layout the least.
De
stin
ati
on
36
CRYSTAL LOGO
CTAPARTNER LOGOSH E A D L I N E
ALLE XC LUS I V E
H E A D L I N E
ALLE XC LUS I V E CRYSTAL LOGO CTA
PARTNER LOGOS
Layout Alternatives — Spread
Adding elements
When additional elements are added to a standard spread layout, elements with less
hierarchy than the added element have to make space.
Listed are some examples of best practices when adding common additional elements.
Secondary imagery
When secondary imagery is going into a full page layout,
elements with less hierarchy have to make space for this element.
The best way of doing this is usually to shorten the amount of
body copy and get rid of additional partner logos.
Several additional elements
When several additional elements are going into a full-page layout,
elements with less hierarchy have to make space for these elements.
The best way of doing this is usually to divide the body copy into two
columns and stack the elements with less hierarchy below them. If
tables are added to the layout, stack these spanning both columns
below the body copy.
If additional space is needed, decrease the space of the hero imagery
as seen above.
De
stin
ati
on
De
stin
ati
on
37
Layout — Half-page
CTACRYSTALLOGO
H E A D L I N E
ALLE XC LUS I V E
CTACRYSTALLOGO
CTAPARTNERLOGO
CRYSTAL LOGO
Half page
We run our half-page ads when we want to put
equal focus on both copy and photography but
don’t have the need for any additional elements.
In our half-page ads we cannot afford to dedicate
space to any partner logos unless we are willing to
sacrifice other elements with higher hierarchy.
H E A D L I N E
ALLE XC LUS I V E
Secondary imagery
When secondary imagery is going in to a half-page layout, elements
of the same kind have to make space for this element.
The best way of doing this is usually to replace the hero image
with secondary imagery or to dedicate the lower third of the space
reserved for photography to secondary imagery, as seen below.
Several additional elements
When several additional elements are going into a half-page layout,
other elements have to make space for these elements.
The best way of doing this is usually to decrease the amount of
body copy or the vertical space of the hero image as seen above.
If tables are added to the layout, stack these below the body copy.
De
stin
ati
on
De
stin
ati
on
Hero image
Should always take up as much space as
possible without making content with less
hierarchy feel crowded.
Best practices is to let the hero image
occupy >50% of the total layout.
Order of Hierarchy and Organization
All Exclusive™ line + headline
Is always placed in the bottom left corner
over the hero image in a way that doesn’t
compete with the subject of the hero image.
Sub headline + body copy
Are always placed to be read directly after
the headline.
Destination
Destination of photography, placed
vertically in the right bottom corner of
photography. City is the priority, if city
is not appropriate default to country, if
country not appropriate default to general
description (e.g. wine country)
Crystal logo
Holds the highest hierarchy among the
secondary elements. Is always placed to be
read directly after the body copy.
Partner logos and Awards
Always placed to be read directly after the
Crystal logo.
Call to action
Always placed to be read directly after the
partner logos.
Social icons
Always placed to be read directly after the
call to action.
Legal
Always placed where it will obstruct the
other elements of the layout the least.
Layout Details — Brand Consumer Spread
R E I N V E N T S T R AV E L I N A C L A S S B Y I T S E L F.
ALLE XC LUS I V E N
orw
ay
Ships are artists’ renderings, subject to change. ©2016 Crystal Cruises, LLC. Ships’ registry: The Bahamas.0.9x
1x
1.5x
100%
No
Larger
Than
26%
25%
100%
No Larger Than 37.5% 25%
1.7% 2%
>5%
20 YEARS
CALL 1-877-465-5698 OR YOUR TRAVEL PROFESSIONAL CRYSTALCRUISES.COM
The print piece should be structured and designed to take advantage
of the photography as its dominant element. The headlines should
play a secondary role visually and never compete with the hero photo.
The sidebar is the area for elements with less hierarchy: the secondary images,
body copy, logos and CTA elements go here.
The details below are recommendations and small deviations are acceptable.
™
C R U I S E S | R I V E R | Y A C H T
L U X U R Y A I R | R E S I D E N C E S
1.7%
9%
An All Exclusive journey with Crystal is more than just a luxurious way
to explore the world. It is an adventure of a lifetime, opening up the
globe and unlocking discoveries at every turn—just for you. Whether
by sea, land or air, we are taking luxury travel higher than ever before.
Welcome to the new Crystal. Where all inclusive is All Exclusive.
INTRODUCINGTHE NEW CRYSTAL®,WHERE ALL INCLUSIVEIS ALL EXCLUSIVE.
39
Layout Details — Brand Consumer Spread
Gotham Black
Tracking: 100
Leading: Pt Size x 1.57
Color: C:0 M:0 Y:0 K:90
Gotham Black
Tracking: 100
Leading: Pt Size x 1.57
Color: C:0 M:0 Y:0 K:90
Gotham Light
Tracking: -20
Leading: Pt Size x 1.87
Color: C:0 M:0 Y:0 K:100
Gotham Light
Tracking: -20
Leading: Pt Size x 1.87
Color: C:0 M:0 Y:0 K:100
CTA + Partner Logos
Separated partner logos
and call to action.CTA + Partner Logos
Separated partner logos
and call to action.Social
Taking up the same
horizontal space as CTA.Social
Taking up the same
horizontal space as CTA.
Crystal Campaign Logo
Left aligned below body copy.
Use horizontal logo when
vertical space is limited.
Crystal Campaign Logo
Centered below body copy.
1x1x
2.75x2.75x
2.5x
2.5x
3x3x 2.75x2.75x
1.45x1.45x
C R U I S E S | R I V E R | Y A C H T
L U X U R Y A I R | R E S I D E N C E S
An All Exclusive journey with Crystal is more than just a luxurious way
to explore the world. It is an adventure of a lifetime, opening up the
globe and unlocking discoveries at every turn—just for you. Whether
by sea, land or air, we are taking luxury travel higher than ever before.
Welcome to the new Crystal. Where all inclusive is All Exclusive.
C R U I S E S | R I V E R | Y A C H T
L U X U R Y A I R | R E S I D E N C E S
20 YEARS
CALL 1-877-465-5698 OR YOUR TRAVEL PROFESSIONAL CRYSTALCRUISES.COM
INTRODUCINGTHE NEW CRYSTAL®,WHERE ALL INCLUSIVEIS ALL EXCLUSIVE.
An All Exclusive journey with Crystal is more than just a luxurious way
to explore the world. It is an adventure of a lifetime, opening up the
globe and unlocking discoveries at every turn—just for you. Whether
by sea, land or air, we are taking luxury travel higher than ever before.
Welcome to the new Crystal. Where all inclusive is All Exclusive.
20 YEARS
CALL 1-877-465-5698 OR YOUR TRAVEL PROFESSIONAL CRYSTALCRUISES.COM
INTRODUCINGTHE NEW CRYSTAL®,WHERE ALL INCLUSIVEIS ALL EXCLUSIVE.
Layout Details — Product Consumer Spread
M E A N S L E T T I N G YO U R I M A G I N AT I O N S E T S A I L .
ALLE XC LUS I V E H
ong
Ko
ng
™
Ship is artist rendering, subject to change. ©2016 Crystal Cruises, LLC. Ships’ registry: The Bahamas.0.9x
1x
1.5x
100%
No
Larger
Than
26%
25%
100%
No Larger Than 37.5% 25%
1.7%
1.7%
2%
9%
>9%
The World’s Most Awarded Luxury Cruise Line™ has long taken ocean
luxury to whole new levels. Now, Crystal Exclusive Class™ refines
every pillar of the celebrated Crystal Experience®—service, space,
quality and choices. Remaining the World’s Best requires nothing
less than this total re-commitment. Setting a new luxury standard
and giving seasoned travelers a new reason to set sail for the most
spectacular destinations in the world. Welcome to the new Crystal,
where all-inclusive is All Exclusive.
20 YEARS
CALL 1-877-465-5698 OR YOUR TRAVEL PROFESSIONAL CRYSTALCRUISES.COM
INTRODUCINGTHE NEW CRYSTAL®,WHERE ALL INCLUSIVEIS ALL EXCLUSIVE.
The print piece should be structured and designed to take advantage
of the photography as its dominant element. The headlines should
play a secondary role visually and never compete with the hero photo.
The sidebar is the area for elements with less hierarchy: the secondary images,
body copy, logos and CTA elements go here.
The details below are recommendations and small deviations are acceptable.
41
Layout Details — Product Consumer Spread
Gotham Black
Tracking: 100
Leading: Pt Size x 1.57
Color: C:0 M:0 Y:0 K:90
Gotham Black
Tracking: 100
Leading: Pt Size x 1.57
Color: C:0 M:0 Y:0 K:90
Gotham Light
Tracking: -20
Leading: Pt Size x 1.87
Color: C:0 M:0 Y:0 K:100
Gotham Light
Tracking: -20
Leading: Pt Size x 1.87
Color: C:0 M:0 Y:0 K:100
CTA + Partner Logos
Separated partner logos
and call to action.
CTA + Partner Logos
Separated partner logos
and call to action.
Social
Taking up the same
horizontal space as CTA.
Social
Taking up the same
horizontal space as CTA.
Crystal Product Logo
Left aligned below body copy.
Use horizontal logo when
vertical space is limited.Crystal Product Logo
Centered below body copy.
1x1x
2.75x2.75x
2.5x
2.5x
3x3x 2.75x2.75x
1.45x1.45x
The World’s Most Awarded Luxury Cruise Line™ has long taken ocean
luxury to whole new levels. Now, Crystal Exclusive Class™ refines
every pillar of the celebrated Crystal Experience®—service, space,
quality and choices. Remaining the World’s Best requires nothing
less than this total re-commitment. Setting a new luxury standard
and giving seasoned travelers a new reason to set sail for the most
spectacular destinations in the world. Welcome to the new Crystal,
where all-inclusive is All Exclusive.
20 YEARS
CALL 1-877-465-5698 OR YOUR TRAVEL PROFESSIONAL CRYSTALCRUISES.COM
INTRODUCINGTHE NEW CRYSTAL®,WHERE ALL INCLUSIVEIS ALL EXCLUSIVE.
The World’s Most Awarded Luxury Cruise Line™ has long taken ocean
luxury to whole new levels. Now, Crystal Exclusive Class™ refines
every pillar of the celebrated Crystal Experience®—service, space,
quality and choices. Remaining the World’s Best requires nothing
less than this total re-commitment. Setting a new luxury standard
and giving seasoned travelers a new reason to set sail for the most
spectacular destinations in the world. Welcome to the new Crystal,
where all-inclusive is All Exclusive.
20 YEARS
CALL 1-877-465-5698 OR YOUR TRAVEL PROFESSIONAL CRYSTALCRUISES.COM
INTRODUCINGTHE NEW CRYSTAL®,WHERE ALL INCLUSIVEIS ALL EXCLUSIVE.
42
TannerRogers-Goode
CYC-COR-M55446Crystal Cruises Norway Consumer Full Page
8” x 10.5” Master F-Rhapsody [Feb ‘16]7.75” x 10.25”7” x 10”None
NoneNoneNone
None
Miriam Lee
Oscar Martinsson
TannerRogers-Goode
None
Mindy Lenox
Maureen Lay
Sam Hayati
Sam Hayati
Miriam Lee
38156_Linen_Light_Shutter98558450_BW_ALT2.tif (Gray; 300 ppi), T+L World’s Best Awards - Winner.eps, RCA_Top Midsize Cruise Lines winner.eps, 37528_CC_K_only_D_shadow-.psd (CMYK; 300 ppi, 289 ppi), 37894_CCI_River Yacht_R3_Alt.tif (CMYK; 914 ppi), 37894_Crystal_Air_R4.tif (CMYK; 1201 ppi, 1203 ppi), 37528_Ship_Ice_Barrier_R2.tif (CMYK; 997 ppi), 37528_Esprit_Marina_R3.tif
2-5-2016 3:30 PM
100%100%
Gotham (Black, Medium, Book, Light), Didot (Regular)
Cyan, Magenta, Yellow, Black
M55446_Norway_Consumer_FP_Rhapsody.
7.75” x 10.25” 4.0
20 years22 years
call 1-888-559-0591or your travel professional crystalcruises.com
Norway
r e i n v e n t s t r av e l i n a c l a s s b y i t s e l f.
alle xc lus i v e™
Ships are artists’ renderings, subject to change. ©2016 Crystal Cruises, LLC. Ships’ registry: The Bahamas.
An All Exclusive journey with Crystal is more than just a luxurious
way to explore the world. It is an adventure of a lifetime, opening
up the globe and unlocking discoveries at every turn—just for you.
Whether by sea, land or air, we are taking luxury travel higher
than ever before. Welcome to the new Crystal. Where all inclusive
is All Exclusive.
C R U I S E S | R I V E R | Y A C H T
L U X U R Y A I R | R E S I D E N C E S
intrODUcinG the new crystal ,
where all inclUsive is all eXclUsive.
®
100%
100%
45-55% 45-55%
5%
2%
27.5%
20%
20%
Crystal Campaign Logo
Centered in logo area.
Use horizontal logo when
vertical space is limited.
CTA + Partner & Social Logos
Partner logos to the left, call to
action to the right.
Layout Details — Single-Page Brand Consumer
The print piece should be structured and designed
to take advantage of the photography as its
dominant element. The headlines should play a
secondary role visually and never compete with the
hero photo.
The sidebar is the area for elements with less
hierarchy: the secondary images, body copy, logos
and CTA elements go here.
The details below are recommendations and small
deviations are acceptable.
43
Layout Details — Single-Page Product Consumer
M E A N S L E T T I N G YO U R I M A G I N AT I O N S E T S A I L .
ALLE XC LUS I V E™
Ship is artist rendering, subject to change. ©2016 Crystal Cruises, LLC. Ships’ registry: The Bahamas.
The World’s Most Awarded Luxury Cruise Line™ has long taken
ocean luxury to whole new levels. Now, Crystal Exclusive Class™
refines every pillar of the celebrated Crystal Experience®—service,
space, quality and choices. Remaining the World’s Best requires
nothing less than this total re-commitment. Setting a new luxury
standard and giving seasoned travelers a new reason to set sail
for the most spectacular destinations in the world. Welcome to
the new Crystal, where all-inclusive is All Exclusive.
INTRODUCING THE NEW CRYSTAL , WHERE ALL INCLUSIVE IS ALL EXCLUSIVE.
®
100%
100%
30% 30-35%
5%1%
35-40%
27.5%
20%
5%
1X
2.5X
Crystal Product Logo
Centered in logo area. When
vertical space allows, use
vertical logo lockup.
CTA + Partner & Social Logos
Partner logo to the left, call to
action to the right.20 YEARS
CALL 1-877-465-5698 OR YOUR TRAVEL PROFESSIONAL CRYSTALCRUISES.COM
The print piece should be structured and designed
to take advantage of the photography as its
dominant element. The headlines should play a
secondary role visually and never compete with the
hero photo.
The sidebar is the area for elements with less
hierarchy: the secondary images, body copy, logos
and CTA elements go here.
The details below are recommendations and small
deviations are acceptable.
Ho
ng K
ong
44
Brand Colors
The color palette comes from the cruise experience itself — the colors experienced in the ocean
and the sky as well as the ships themselves. These gorgeous, rich colors add to the luxurious
experience of Crystal and align with the tastes of our sophisticated guests.
Color used in campaigns and literature should come from the artwork rather than typography.
Stick with black or gray type to complement the art and create a luxurious look. The other colors
are used as enhancements throughout a piece of communications or as a way to delineate the
various worldwide destinations.
Main Colors
Accent Colors
Pantone 321
CMYK: 96, 3, 35, 12
RGB: 0, 140, 149
#009999
Pantone Black
CMYK: 70, 50, 30, 100
RGB: 0, 0, 0
#000000
Colors
Pantone 315
CMYK: 100, 12, 21, 44
RGB: 0, 103, 127
#006666
Pantone 7473
CMYK: 75, 5, 48, 3
RGB: 31, 170, 150
#1FAA96
Pantone 128
CMYK: 0, 12, 68, 5
RGB: 243, 208, 104
#F3D068
Pantone 144
CMYK: 0, 41, 100, 7
RGB: 232, 153, 24
#E89918
Pantone 179
CMYK: 0, 73, 78, 12
RGB: 215, 94, 61
#D75E3D
Pantone 667
CMYK: 56, 59, 4, 14
RGB: 112, 100, 154
#70649A
Pantone 632
CMYK: 93, 2, 15, 7
RGB: 0, 161, 196
#00A1C4
Pantone 404
CMYK: 20, 25, 30, 59
RGB: 105, 96, 89
#696059
45
Promotional Items
Since background colors, textiles and textures of promotional items vary
greatly depending on the project, the following basic guidelines should be
followed with regard to treatment of the logo.
These are acceptable for imprint, embossing and embroidery.
Only one color should be used; colors from the chart should not be combined.
Colors
Metallic Gold
Pantone 871c
Metallic Silver
Pantone 877c
Blind EmbossWhite
RGB: 255, 255, 255
Pantone 321
CMYK: 96, 3, 35, 12
RGB: 0, 140, 149
Pantone Black
CMYK: 70, 50, 30, 100
RGB: 0, 0, 0
46
®¸ ™ & Info
We protect our logo and trademarks by using the registered trademark symbol (®) or
trademark symbol (™) on all external communications.
The symbols shown below must be used with the following Crystal Cruises–related
names and must appear with the first mention of the name in every publication.
REGISTERED TRADEMARKS
Crystal®
C Reserve®
Computer University@Sea®
Creative Learning Institute®
Crystal®
Crystal Adventures®
Crystal Alliance®
Crystal Celebrations®
Crystal Clean®
Crystal Clear®
Crystal Cruise®
Crystal Cruises®
CrystalCruisesAcademy.com®
Crystal Experience®
Crystal Family®
Crystal Harmony®
Crystal Private Adventures®
Crystal Serenity®
Crystal Yacht®
Crystal Symphony®
Crystal Visions®
C® Vineyards
Crystal Society®
Crystal Society Passport®
Experiences of Discovery®
Perfect Choice Dining®
The most glorious ships at sea®
Wellness at Sea®
Sea Horse Design (logo)
COMMON LAW TRADEMARKS
A Perfect Choice™
All Exclusive™
BEGIN A NEW STORY™
Crystal Bach™
Crystal Cares™
Crystal Debussy™
Crystal Esprit™
Crystal Exclusive Class™
Crystal Luxury Air™
Crystal Mahler™
Crystal Mozart™
Crystal Ravel™
Crystal Residences™
Crystal River Cruises™
Crystal Yacht Cruises™
Dining by Reservation™
The World’s Most Awarded Luxury Cruise Line™
You Care. We Care.™
FOR MORE INFORMATION
Contact Crystal Cruises Marketing Department for more information. The Crystal
Cruises Travel Agent site is also a convenient source for marketing support.
Visit www.crystalcruises.com/agent.
47
Crystal on the Web
The following guidelines are intended to allow you to accurately
inform your customers that you are a travel agency that sells Crystal
Cruises–brand cruises. It is important for your customers to identify
your brand as the primary brand when visiting your Website. It is also
important for your customers to understand that you are not affiliated
with or sponsored by Crystal Cruises or any of its brands. This can
generally be accomplished by following two steps: (1) prominently
tell customers who you are; and (2) accurately tell customers your
relationship with the appropriate Crystal brand (e.g., an authorized
reseller). It is your legal responsibility to ensure that your Website
does not mislead or confuse customers. Therefore, you should avoid
any language or use of our logos (discussed below) that may lead
consumers to believe that (a) they are dealing directly with Crystal,
or (b) you are directly employed by Crystal. If your Website does not
follow these guidelines, Crystal may bring a legal action against you in
order to protect its valuable trademarks and service marks.
DOMAIN NAMES
You may not register or use any domain name containing the word “Crystal” or any other word mark appearing on page
53 of this style guide.
LOGOS & IMAGES
Only use our corporate logos and images in areas of your Website dedicated to the sale and promotion of Crystal
products, and in such manner that adheres to the Image Terms & Conditions. These terms must be agreed to prior
to downloading the files at the Image/Logo Gallery on our corporate Website located at www.crystalcruises.com/
mc_gallery.aspx
The Crystal brand names and associated logos may not be displayed as the primary or most prominent feature on any
individual page of your travel agency’s Website. Your agency’s logos, business name and other branding must appear
in the primary position (closer to the top of the Webpage) and be more prominent (larger and bolder) than the Crystal
brand names and associated logos.
When using Crystal photography, please keep the integrity of the photo intact. Do not apply superfluous filters or
effects to the image, nor compress it to such an extent that the image quality degrades. The standard resolution for
online applications is 72 ppi. Never use Crystal photography to promote any competative product in any area including
cruise lines, river boats, yachts and luxury air.
For additional information regarding proper design and usage, please refer to pages 5 through 36 of this publication.
SOCIAL MEDIA
Similar to domain names, you should not use any Crystal brand names, including “Crystal,” within an account name,
page name or URL on any social media platform. For example, the Twitter username “@CrystalCruises4U” or Facebook
URL facebook.com/crystalcruises2015, or any other similar word usage, are not acceptable. In order to effectively
promote the Crystal Cruises brand through social media engagement, we recommend mentions, shares, pins and
hashtags of accurate Crystal Cruises–related content. Any social media page on which you post Crystal Cruises–related
content should clearly state that you are a travel agency or travel agent that sells Crystal Cruises, and not Crystal
Cruises. In addition to “Crystal” and “Crystal Cruises,” you should not use any other word mark on page 53 of this style
guide within an account name, page name or URL on any social media platform.
Note: Any public offers on your Website or on social media that are posted by you are public and may be reviewed
by the Crystal Fare Compliance Department at any time. If your offer does not adhere to our current sales or rebate
policies, you will be contacted and asked to either make your offer compliant with our policies or remove the offer as
currently published.
48
Crystal on the Web
ACCEPTABLE: UNACCEPTABLE:
This page is acceptable because:
- Agency name/Site name appears in larger lettering than any other logo on site.
- Webpage accurately describes relationship with Crystal Cruises
- Domain name does not contain Crystal Cruise or any other brand assoicated with Crystal
- Uses campaign imagery properly
- Uses current campaign look, no reference or images from prior campaign.
- Updated crystal cruises logo.
This page is unacceptable because:
- Crystal Cruises’ name and logo appear at the top of the page.
- Webpage does not prominently state travel agency name/brand.
- Domain name contains “Crystal.”
- Webpage mistates relationship between Crystal Cruises and travel agency (“exclusive offers”).
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