All Exclusive™ Campaign Guidelines - Crystal Cruises Brand Architecture The launch of additional...

All Exclusive™

Campaign Guidelines

March 1, 2016

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

8

Website headers and footers

Web banners

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



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



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



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


This area of separation is a minimum and should be increased

wherever possible.

0.4x

0.4x

0.4x0.4x

1x



0.4x

0.4x

0.4x0.4x

1x

17

For example:

Mark width = 10mm


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



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


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



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


ALLE XC LUS I V E1x

1x 2x

0.35x

1x


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.


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



NoneNoneNone

None

None

Trevor Oldershaw

Tanner Rogers-

None

Mindy Lenox

Maureen Lay

Sam Hayati

Sam Hayati

Miriam Lee


2-5-2016 10:53 AM

100%100%




9” x 10.875” 2.1

DEPARTURES















™


Old Navy


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



NoneNoneNone

None

None

Trevor Oldershaw

Tanner Rogers-

None

Mindy Lenox

Maureen Lay

Sam Hayati

Sam Hayati

Miriam Lee


2-5-2016 10:53 AM

100%100%




9” x 10.875” 2.1

DEPARTURES















™


Old Navy


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


partner logos.

Social icons


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













the headline.

Destination


vertically to the right bottom aligned with

the All Exclusive line. City is the priority, if

city is not appropriate default to country, if



Crystal logo




Partner and Awards logos


Crystal logo.

Call to action


partner logos.

Social icons


call to action.

Legal



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.


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

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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.


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

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on

Hero image













the headline.

Destination


vertically in the right bottom corner of

photography. City is the priority, if city

is not appropriate default to country, if



Crystal logo




Partner logos and Awards


Crystal logo.

Call to action


partner logos.

Social icons


call to action.

Legal



Layout Details — Brand Consumer Spread


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.

™



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


Color: C:0 M:0 Y:0 K:90

Gotham Light

Tracking: -20


Color: C:0 M:0 Y:0 K:100

Gotham Light

Tracking: -20


Color: C:0 M:0 Y:0 K:100

CTA + Partner Logos

Separated partner logos

and call to action.CTA + 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.


Centered below body copy.

1x1x

2.75x2.75x

2.5x

2.5x

3x3x 2.75x2.75x

1.45x1.45x










20 YEARS








20 YEARS



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



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


Color: C:0 M:0 Y:0 K:90

Gotham Black

Tracking: 100


Color: C:0 M:0 Y:0 K:90

Gotham Light

Tracking: -20


Color: C:0 M:0 Y:0 K:100

Gotham Light

Tracking: -20


Color: C:0 M:0 Y:0 K:100

CTA + Partner Logos


and call to action.

CTA + Partner Logos


and call to action.

Social

Taking up the same


Social

Taking up the same


Crystal Product Logo

Left aligned below body copy.


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









20 YEARS











20 YEARS



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%



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.



intrODUcinG the new crystal ,

where all inclUsive is all eXclUsive.

®

100%

100%

45-55% 45-55%

5%

2%

27.5%

20%

20%


Centered in logo area.


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 .


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


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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Trusted by Crystal, and here to serve you.

Please call us for all your Crystal Cruises needs.

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