Style guide - Norwegian Cruise Line
Contents
1. Lubkhead examp e Futura S Book BOOK NOW amp UP TO S400 GET UP TO A IN ONBOARD CATEGORI SAVING CERTIFICATES UPGRADE pay Cuvhead Mad example Futura Bold Condensed Futura Medium Condensed 1 Onde i car Color The Norwegian Cruise Line color palette is based on four background gradients each of which has various values of either blue green gold or red NCL BLUE PMS 7470C PMS 7468U R 28 G 103 B 124 C 60 PMS PMS R 63 M 18 7459C 7458U G 152 Y 13 B 175 K 0 This breakdown should be the starting point for newspaper proofs The lighter colors and lack of black will help better represent the brand color in newspaper A lt ZzO NCL GREEN PMS PMS R 62 5555C 556U G 129 B 126 C 97 PMS PMS R 186 M 7 558C 559U G 214 Y 16 B 214 K 4 This breakdown should be the C 30 starting point for newspaper M 4 proofs The lighter colors and y lack of black will help better represent the brand color in newspaper The default background palette should be one of these four gradients Use the light and dark CMYK RGB or PMS version together when using gradient art is not feasible NCL YELLOW PMS 7411U R 245 G 162 B 39 A lt ZzoO oll Hl KO O O ow C 0 PMS PMS R 252 M 20 7409C 7409U G 201 Y 55 B 85 K This breakdown should be the starting point for newspaper proofs The lighter colors and lack of b2. WorldPoints is always one word and is always followed by a WorldPoints must always be followed by a noun lowercase letter WorldPoints points or just points never just WorldPoints AARP No registration mark or service mark needed after AARP Always AARP members lowercase m AARP Member benefits are provided by third parties not by AARP or its affiliates Providers pay a royalty fee to AARP for the use of AARP s intellectual property These fees are used for the general purposes of AARP Provider offers are subject to change and may have restrictions Please contact the provider directly for details Copy nomenclature HAWAI I SPECIAL NOTE There s a real difference between Hawaii and Hawaiian This is a cultural nuance that is good to learn given how much work we do in this market Hawai i denotes a location as in Hawai i Islands or Hawai i ports etc On the other hand Hawaiian denotes cultural aspects of the area and its people as in the flavor is distinctly Hawaiian Term Hawaiian language A la wai aha aina Akaka Falls Ali i Aloha Ha ena Haleakala Mountain Halema uma u Crater Halona Hamakua Ha na Hanalei Valley Hanauma Bay H puna Beach haupia Haupu Ridge unknown Hawai Hilo Hoku Nui La au Honolulu Honopu Trail honu Ho okipa ho olaulea Hualalai Mountain Hukilau hula Hul ia River Hulihe e 19
3. t go wrong Combine all of that with our expert staff and crew who are totally committed to taking care of all the details and you ll have the freedom you need to have the vacation you want LONG DESCRIPTION When you have thousands of choices all of them right that s Freestyle Cruising on Norwegian Cruise Line It s your vacation and you should have the freedom to enjoy it on your terms Dress up or down Sleep in or catch a sunrise from your own private balcony Take in some never before seen entertainment at sea Even eat somewhere different every day on your own schedule Whether you re on board or on shore you can do as much or as little as you please It s all up to you And the best part no matter what you choose you can t go wrong With our expert staff and crew totally committed to taking care of all the details it won t be long before you ll see exactly why Freestyle Cruising is such an easy carefree cruise experience When you can lose track of time and not miss a thing that s the freedom of Freestyle Cruising on Norwegian Cruise Line The idea that changed how you vacation actually came to us over dinner Freestyle Dining it s how Freestyle Cruising began With no fixed dining times or pre assigned seating you ll have more freedom throughout your entire cruise vacation With so many different places to eat on board you can experience all kinds of dining options perhaps a different one every day Inclu
4. must be added to legal when respective property is shown Nickelodeon at Sea exclusively on Norwegian Cruise Line Nickelodeon at Sea ok to drop exclusively on Norwegian Cruise Line when used in NCL communications Nickelodeon All Access cruises exclusively on Norwegian Cruise Line Nickelodeon All Access cruises ok to drop exclusively on Norwegian Cruise Line when used in NCL communications e Any of the networks Nick Nick Jr TeenNick Nicktoons Nick Nite must always be followed by a or depending on usage must always have this confirmed by Nickelodeon e Nick Jr always abbreviated Nickelodeon always spelled out unless used within its own context i e when NCL person is talking about Nickelodeon they should always use the whole name When a Team Nick person is talking they can call it Nick Similarly when printing on a Nickelodeon piece that uses NCL s style guide as a template it is always Nickelodeon spelled out When printing on a piece that uses the Nickelodeon at Sea style guide as a template it can be shortened to Nick provided Nickelodeon is already spelled out in its entirety at least once Nickelodeon characters not Nick characters or Nickelodeon cartoon characters BANK OF AMERICA Norwegian Cruise Line MasterCard credit card with WorldPoints rewards official program name credit card must always follow MasterCard when referring to our credit card
5. Notes use backwards apostrophe typically located at top left of computer keyboard language called okina in Hawaiian Humuhumunukunukudpua a lao Iki llikai imu lolani Ka anapali Beach Kahala kahiko Kahili Kaho olawe Kahului Kailua Kona Kalapana Kalpaki Beach Kaneana Cave unknown Kapalua Kapuna Kaua i Kawahewehe unknown Kea au Kealakekua Bay Ke e Beach Kiele Ki lauea Kilohana King Kala kauva King Kamehameha Kipu Koa Kohala K ke e State Park Koloa Kona Ko olau Kula Lahaina L na i the island lanai porch lei leo lomi lomi lono l au mahalo M h ulep Maui Mauna Kea Mauna Lani Mauna Loa moa Moana Mokihana Moloka i N pali N wiliwili N ne Ni ihau Nini Point unknown Nomolokama unknown Nu uanu O ahu okina Oneloa Beach unknown Pai a Pali Pele poi Poipu Prince Kuhio Princess Kaiulani Puako Punalu u Beach PUunana Pu u Kukui Pu uhonua O Honaunau Queen Kapi olani Queen Lili uokalani Wai ale ale Waik kT Waikoloa Wailua Falls Waimea Waipi o Valley
6. Term restaurants rooftop round trip second largest city ship names 1 ship names 2 ship names 3 Shore Excursions Shore Excursions Desk shoreside snowcapped sofa bed Spanish tapas sq ft stateroom teppanyaki theater time of day traveler s checks walk in closet watersports website address whirlpool tub winetasting with year round Notes use alternative restaurants main dining room or other dining options one word when used before a noun such as Garden Villa with hyphen with hyphen as adjective never put the before full ship name tirst reference gives full name Norwegian Star second reference may drop Norwegian Star Norwegian Dawn Norwegian Jewel Norwegian Epic Norwegian Star Norwegian Sun Norwegian Pearl Norwegian Gem Norwegian Spirit Pride of America Norwegian Jade Norwegian Sky initial caps cap desk titles one word one word no hyphen two words capitalize Spanish not tapas in stateroom descriptions one word always use instead of cabin lowercase spelled er except when proper room name which vary by ship use numerals delete 00 from round hours in text only use am or pm lowercase no periods with space between numbers and am or pm e g open seating until 10 pm with apostrophe with hyphen one word all lowercase do not end website address with a period If addre
7. block critical imagery with overlay on t capture or use inappropriate or obsolete content LZZ o obscenely dressed people o out of control parties or behavior o retired or competitive ships o lobster images The schoo of fsh The school of fish is a transparent illustrator EPS file that will take on a lighter value of whatever color is behind it The hero fish will always appear brighter because it is more opaque and will take on less of the background color Only use this locked up school do not use the hero fish alone it requires the context of the school to stand out The school can be scaled up and down as long as all fish stay the same size relative to each other The fish can also face either left or right as needed The school can be placed anywhere in layout as long as it is over a simple value background and nothing too patterned complex distracting or visually important is placed behind the hero fish NCL NORWEGIAN CRUIS LINE On a white background the fish should be in one of the four dark CMYK breakdowns The corresponding PMS color or 80 Black should be used for one color executions The she Is an iconic element that represents the Norwegian Cruise Line brand It should be captured at a realistic and unforced perspective not one that is extreme or forced It is not meant to convey a specific vessel in the fleet itinerary or package As a representative of the whole br
8. IGN RELATED ISSUES Term headlines Legal Marks 1 Legal Marks 2 Notes initial caps trademark use registration mark use registration mark use registration mark use trademark use registration mark use trademark use trademark use registration mark can also include comedy troupe after name SVEDKA in all caps Ice Bar initial caps no marks Notes Headlines that are complete sentences must have proper punctuation marks fragments should not have punctuation marks Freestyle Cruising needs a registration mark as follows first occurrence on front cover first occurrence on back cover first occurrence in table of contents first occurrence inside piece that s not TOC do not mark first occurrence on every page Norwegian Cruise Line registration mark comes after Line in LOGO ONLY Copy nomenclature DESIGN RELATED ISSUES NICKELODEON Nickelodeon use after the first or most prominent use of name e year Viacom International Inc All Rights Reserved Nickelodeon Property and all related titles logos and characters are trademarks of Viacom International Inc e year Viacom International Inc All Rights Reserved APPLICABLE CREATOR CREDITS HERE this is to be used only when space is limited SpongeBob SquarePants created by Stephen Hillenburg must be added to legal when SpongeBob is shown Fairly Odd Parents and or Danny Phantom created by Butch Hartman
9. M the islands or did the islands act if from us The laid back Southern Caribbean wasn t the birthplace of Freestyle Cruising but it could have been Combine that relaxed atmosphere with the thousands of great choices Norwegian Cruise Line has to offer and interesting things are bound to happen You might snorkel in Virgin Gorda or 4x4 in St Kitts Maybe you ll explore caves in Samana or swim with stingrays off Antigua Or maybe you ll just catch some rays and some z s on Tortola s white sand beaches No matter what you choose you ll have the freedom you need to have the vacation you want Day tne somes m4 01 01 0M NORWEGIAN Round trip from Port Name CRUISE LINE Agency Name Agency Contact Infor Agency Contact Infor2 Fena ia mod addum investem paris cone nium mor in tercesse non viris condam Cupicte rmilic optifec ionsum deatum diem lari consulicides apec rei ci intem noc cultum obus esent Bem rebatquidest fecum intrius Catis Catum des vo crebut is ata nostrae nirtem nit nox seropoponde Photoatarhy Clasps oeeodta Sacial Dining iida H yera ii E 5 The Freestyle experience is expressed through unposed or captured moments and the particular story of each piece should be told through the imagery The moments should feel authentic and original not clich People and situations should feel unposed and unforced The number of photographs used in a given layout depend on the size and purpos
10. When there are thousands of choices all MSE of ther right that s Freestyle Cruising To change your perspective visit NORWEGIAN ne CRUISE LIne ncl com call your travel agent or 1 866 NCKeRes He canir Freestyle Cruising It s more than A ahanda of SeA ts a change of perspective The moment you step on board Norwe gian Cruise Line you ll notice things are a little different For seven days you re free to do as you pler se Sleep in or get a hot stone massc ye at our award winning spa Go horsebackriding or snorkel with dolphins Grab a quick dinner at the buffet a four course meal in our stylish dining rooms or a ro aantic dinner for two at Cagney s our signature sk akhouse Catch the famous improv of The Second City watch a Vegas style show or throw a strike at the only bowling alle ys at sea When there are thousands of choices all eS A of them right the s Freestyle Cruising To change your perspective visit NO RWEGIA N ncl com call your travel agent or 1 866 NCKeRes ie CU Images are all same size and shape Freestite Cruising It s more than a chaga of scenery Ws a change of perspective The moment you step on board Norwegian Cruise Line you ll notice things ar a little different For seven days you re free to do as yu please Sleep in or get a hot stone massage at our award winning spa Go horsebackriding or 1orkel with dolphins Grab a quick dinner at the buffet a four course meal in our
11. acing whales That s what happens when you combine thousands of great choices with a completely relaxed atmosphere To experience more NCL NORWEGIAN agent or 1 888 NCL CRUISE Freestyle Crusing CRUISE LINE than you d expect on vacation visit NCL COM call your travel Freestule Crs NA Should be treated as a tag line No period is used after the words In print it will appear after the last line of copy When used in this manner the face should be 200 of the Futura font pt size it lines up with 10 pt body copy would have a 20 pt tag line Freestyle Cruising always appears in bold initial caps and always uses the smaller loop y and g 3 Co op layon e eeyone Wants To do something Aierent then wouve come to the right place When you re Freestyle Cruising on Norwegian Cruise Line you get what you want and so do your kids With thousands of choices like plunging water slides a two story Wii wall and Nickelodeon at Sea there really is something for everyone And our supervised activities just for kids will give you plenty of time to sneak away for a spa treatment a romantic dinner and even a live show A vacation the whole family can agree on that s Freestyle Cruising Visit ncl com call your travel agent or 1 888 NCL CRUISE Freestigie Crusing Agency Name D D NCL Agency Contact Infor 1 a Agency Contact Infor2 fro Rem 070 N re R W E G A N Round trip from Po Round tri
12. and it should be a later model ship Suggested ships to represent the brand are any of the Jewel Class and Epic The ship is locked up with the Norwegian Cruise Line logo in brand print The wake always extends from the base of Norwegian The bottom bar The bar at the bottom of print pieces is always a reverse gradient of the larger background gradient color No photograpy crosses into the bottom bar except for the iconic Norwegian Cruise Line ship The bar always crosses where the foredeck meets the above deck structure of the ship NCL NORWEGIAN CRUISE LINE pa a m k al vertical ship logo lockup NcLNORWEGIAN CRUISE LINE horizontal ship logo lockup Backaroma iconography Iconography should be 10 whiter or blacker than the background color In this example a white illustrator file is placed in the layout at 10 transparency The iconography should be big enough to add a layer of depth and color to the layout The image should complement the photography compositionally it should feel like an extension of the photography This example is 100 black file at 30 fill over the background color AL ai Pe ta You can plan to go snorkeling but you can t plan for that standoff with the clownfish That s the beauty of Freestyle Cruising An hour of onboard bowling might just turn into a three hour family tournament And an afternoon nap on your private balcony might be interrupted by a few surf
13. and images should convey overall message Images should convey demo cultural diversity Pholoatarhy Jos Do portray fun experiential moments in a natural unforced way Restful active closeup and panoramic representation of experiences E Do show a range of active and passive onboard and Using the horizon ooa M on shore activities together helps create good compositional alignment Do use images that complement the background color Do ensure that images have neutral background areas for image overlay The color in these vA images accentuates the background color Aiba simple Beclgpam Do choose a hero image and support it with smaller portions of this image are used for the overlay i mad g es sections Do highlight points of interest within photographs holoatiarhy aon te Freestite Cruising I s more than a chaia of scenery ts a change of perspective The moment you step on bor rd Norwegian Cruise Line you ll notice things cre a little different For seven days you re free to do cs you please Sleep in or get a hot stone massage at our award winning spa Go horsebackriding r snorkel with dolphins Grab a quick dinner at the buffet a teur course meal in our stylish dining roo is or a romantic dinner for two at Cagney s our signature steakhouse Catch the famous improv of The second City watch a Vegas style show or throw a strike at the only buwling alleys at sea
14. dancing all night at our themed events and parties or sitting front row at any of our industry leading shows With Freestyle Cruising you truly can expect to find the unexpected on your vacation With rooms like these it s a shame you can t be in two places at once With the widest range of accommodations at sea Norwegian Cruise Line makes sure you find the one perspective that matter most yours Whether you choose a comfortable balcony stateroom a 2 bedroom family suite a private villa with breathtaking walls of windows or an exclusive Spa Suite you ll find it s virtually impossible to wake up on the wrong side of the bed You ll also have a large selection of oceanview and inside staterooms to choose from When your toughest decision is whether to stay in or go out that s Freestyle Cruising Freestyle Cruising is all about giving you the freedom you need to have the vacation you want It s about 11 modern ships that can take you to all of those places you ve always wanted to go like Europe Hawai i Alaska Bermuda The Caribbean or Bahamas It s about thousands of choices all of them right Welcome to Freestyle Cruising Copy nomenclature TERMS WE DON T USE Term port charges 1 800 VANIKY SPELLING amp GRAMMAR Term la carte ambience alfresco approximately art deco audio visual bars and lounges bird watching The Caribbean century numbers Cha ne des R6tisseurs coffee maker c
15. ded in your cruise fare are two main dining rooms with tempting menu selections a self service buffet with made to order favorites and a variety of casual cafes grills and on the go choices From fresh baked breads desserts and pastries to our Chef s original dishes made with the freshest ingredients everything is created to satisfy and delight In addition to all of the complimentary dining options available Norwegian also pioneered the concept of specialty restaurants For a cover charge you can experience a world of different cuisines and atmospheres from the finest French Bistro at sea to casual authentic Italian dishes served in a Trattoria style setting Perhaps you d enjoy more traditional dining at our signature steakhouse or if the mood strikes watch our Hibachi chefs prepare delicious entr es tableside at teppanyaki When your vacation isn t interrupted by a dinner bell that s Freestyle Cruising Everybody has a different idea of a great vacation We re ready for that At any given moment day or night you ll find plenty to do Be inspired chill out have fun be active slow down explore destinations you name it we probably have it Everything from award winning spas to action packed casinos can be found on board Experience the thrill of onboard rock climbing or the quiet of hydrotherapy Or maybe you ll want to try something totally new and different like throwing some strikes at the first bowling lanes at sea
16. e motorcoach NCL COM nightlife numbers spelling out numbers exceptions numbers lists Oceanview officers onboard on deck online on shore on shore passenger phone numbers port s of call purpose built Notes with hyphen with hyphen no hyphen not e mail use ad and bc after year with no periods set in small caps 2 words no hyphen no cap lword no cap italicize except in captions already italicized see style section lowercase use for outdoor only use whirlpool tub for indoor Jacuzzi only when brand confirmed with hyphen not Maitre d one word one word one word all caps in print ads one word spell out whole numbers below 10 use figures for 10 and above always use figures for time of day prices and duration but spell out round numbers in descriptive text a thousand years in lists use figures 7 restaurants one word initial cap Captain Purser Maitre d etc are capitalized unless possessive object such as ship s captain one word Two words if indicating a place two words as object place e g pool chairs on deck one word hyphenated as adjective e g on shore breeze two words as place e g activities on shore always refer to as guest always begin with 1 and use dots instead of hyphens 1 800 NCL CRUISE three words no hyphens use hyphen Copy nomenclature SPELLING amp GRAMMAR continued
17. e of the layout As a general rule no more than five photographs should be used in a layout as it may diminish the key message of the page When using one photograph due to size or clarity of message an attempt should be made to indicate an edge of overlay as if there were another complete image just off the page see fig a Freestyle Cruising It s more F FE than a change of scenery Mo Ptak ts a change of perspective Lal direa Wide angle Destination Active Closeup On board Restful fig a Overlay edge in single image banner 3 images in small banner 4 images in single page print All photographs should be rectangular Each layout should contain a mix of on board destination and active experiences restful in shape but no two rectangles in a experiences The image mix should also represent a diversity of age and interests single layout should be the same shape aa l All images should share an overlapping In addition there should be a mix of focal lengths represented closeups medium and wide saon e rea ea be large enough and have enough value to be noticed without obscuring a page can focus on one particular aspect of the experience on board excursions dining the image itself shots shown together to help convey the variety of the Freestyle experience In multi page units destinations etc but a variety of imagery sizes and framing should still be used to convey that shared theme Headlines
18. et a four course meal in our aa 5 stylish dining rooms or a romantic dinner for two at Cagney s our signature steakhouse Catch the famous Te l improv of The Second City watch a contemporary show or throw a strike at the only bowling alleys at sea When there are thousands of choices all of them right that s Freestyle Cruising To change your perspective visit ncl com ght th yle C g hange your persp NORWEGIAN CRUISE LINE FD call your travel agent or 1 888 NCL CRUISE Freestyle Crwsing The moment you step on board Norwegian Cruise Line you ll notice things are a little different For seven days you re free to do as you please Sleep in or get a hot stone massage at our award winning spa Go horseback riding or snorkel with dolphins Grab a quick dinner at the buffet a four course meal in our Use Ig h ter ICONOG ra phy stylish dining rooms or a romantic dinner for two at Cagney s our signature steakhouse Catch the famous over da rk areas improv of The Second City watch a contemporary show or throw a strike at the C i d i only bowling alleys at sea When there are thousands of choices all of them NCL om p ere ayou right that s Freestyle Cruising To change your perspective visit ncl com NK RWE GIAN call yourtravel agent or 1 888 NCL CRUISE Freestyle Cruising lee ISINIEE a Use reverse copy and logo it Gradation on lower band over dark areas should contrast How To use a w
19. hile backaromna Use colored headlines and other colored elements like the fish to tie white backgrounds into the color palette For newspaper please use new brighter approved newspaper colors Aai gon needed another reason to out of New rk oF this winter or p ji mo e GET UPTO A UP TO 100 CATEGORY INKO NESIOYNND UPGRADE SAVING CERTIFICATES Must book by March 14 Book your Norwegian Cruise now and you ll get more than just an incredible midwinter Freestyle cruise to a tropical island You get to start your vacation right away because the ship departs straight out of New York No need to take a plane it s just a quick cab ride to the Harbor And when you book by March 14 we ll automatically upgrade your stateroom by up to six categories Which is a lot ask anyone who s cruised before To further sweeten the offer we ll give you up to 400 in on board saving certificates you can use toward spa treatments dinners wine or Shore NORWEGIAN or call 1 888 NCL CRUISE Freestyle Cruising CRUISE LINE Excursions to name a few When you can get the most out of your vacation that s Freestyle Cruising Visit ncl com newyork call your travel agent 2010 NORWEGIAN CRUISE LINE CORPORATION LTD SHIPS REGISTRY BAHAMAS AND UNITED STATES OF AMERICA Zmall SPACE View Sparer Is the only time imagery is NOT used in print advertising Did we get Our carellee attitude ty O
20. ion mark as follows in brochure first occurrence on front cover first occurrence on back cover first occurrence in table of contents first occurrence inside piece that s not TOC do not mark first occurrence on every page shipboard newsletter always italicize initial cap on Freestyle only no italics initial cap on Freestyle only no italics initial cap on Freestyle only no italics initial caps use trademark initial caps initial caps accent on final e follows ship registry line Cruise Line 360100 4 05 700M DBHIO1 do not use number sign or hyphen in job number 360100 job number 4 05 month piece was printed ZOOM quantity produced DBHIO1 Item Code initial caps use trademark initial caps use trademark initial caps use trademark no italics use trademark except in phrases such as Latitude Member Cruises Latitudes website Copy nomenclature NCL SPECIFIC TERMS continued Term Latitudes legal text Let it Ride LifeFitness Lifestyle Program Mandara Spa Mini Suites Norwegian Cruise Line Noncommissionable Fares and or Government Taxes and Fees Oceanview Stateroom Owner s Suite Penthouse Port amp Cruise Consultant registered mark reservations ships registry Star Cruises Casino at Sea Freestyle Rewards Blue Man Group Nickelodeon at Sea NCL U Stateroom Keycard travel agent Steakhouse Bliss Collection by NCL Sun Class Da
21. lack will help better represent the brand color in newspaper a C M Y K onL 9o NCL RED C 38 M 96 Y 8 K 37 PMS 188C PMS 202U R 121 G 29 B 39 C 24 M 69 Y 50 K 11 PMS 1807C PMS 1807U R 186 G 77 B 72 This breakdown should be the starting point for newspaper proofs The lighter colors and lack of black will help better represent the brand color in newspaper How To use the color backaroma Use the gradated background to maximize readability of photography type iconography and logo Each background is made up of three layers Color backgrounds are NOT tied to specific destinations Goal is to have as much variance of value as possible for more of a feeling of depth Freestyle Cruising ts more than a gaas of scenery Ter change of perspective A solid background a mid highlight and a highlight that can be arranged independently Reverse headline placed over darker area Freestigte Cruising te more than a change of scenery We change of perspective as JES i aT ai a nagai a i T E S i Te gr F Place images over ligter hghlight area The moment you step on board Norwegian Cruise Line you ll notice things are a little different For seven days you re free to do as you please Sleep in or get a hot stone massage at our award winning spa Go horseback riding or snorkel with dolphins Grab a quick dinner at the buff
22. om Port Name iR CRUISE LINE Agency info goes here Promotional info goes here Use logo without ship Copy tone of voice FIRST LET US INTRODUCE OURSELVES The first thing to bring up in copy is well us Always call us Norwegian Cruise Line on the first mention in all the materials you produce use Norwegian everytime after that WRITE IN A FUN CAREFREE AND WITTY TONE Hey cruising is fun right Well you d be surprised at how stuffy much of the writing in the cruise industry can get Here at Norwegian Cruise Line we like to keep things informal conversational and fun So for example when describing our brand and the benefits of Freestyle Cruising we like to speak in a way that makes a compelling point about the benefits of Freestyle in an approachable conversational tone Take a look at some of these headlines we ll be using from time to time in different venues HEADLINES EXAMPLES n Oy expetielice the nerag isnt What wou remember Maybe goure a hot stone Massage bind of Aer ater all No matter what gon Ao irs not going to fr on one postcard Did We get elna careltee atitude from the islande or did They act it from us AVOID CLICHED ADJECTIVES At Norwegian Cruise Line we like to break from the pack whenever we can We try to avoid clich d images in photography Same thing goes for copy In fact a recent reading of a cruising brochure yielded this clich count Breathtaking panoramas 3
23. ommas corporate and desk titles crew member day as in 7 day dry cleaning Notes never use cabin always use stateroom never use dining room always use restaurant do not use this term do not use this term use only if brand confirmed otherwise whirlpool tub indoor or hot tub outdoor never add an s to the end of Line never underline only use guest in consumer pieces passenger is okay in other trade pieces never use port charges always use non commissionable fares or NCF in trade exectuions and government taxes and fees only NCL can create a vanity number with our name Notes with accent with an e one word not italicized may be abbreviated in tables only lowercase with hyphen not lounges and bars hyphenated capital T in the hyphenate only adjective forms e g 19th century architecture always italicized two words do not use final serial comma before conjunction always capitalized e g Senior Vice President of Marketing two words initial cap in headlines and graphics according to designer discretion 7 Day all lowercase in copy 7 day with hyphen Copy nomenclature SPELLING amp GRAMMAR continued Term duty free eco tourism email eras family friendly tleetwide foreign words phrases gothic hot tub land based resorts Maitre d minibar minisaf
24. pe from feeling Too unilorm or rovelitive in cOPy l Print headlines are more effective in layout when there is a variation in sizes of lines The weight of the font should stay consistent throughout a line ln our experience the ihnerang isn t nhat ou remember Freestyle 2 0 is a new typeface replacing the old Norwegian Cruise Line Freestyle It should be used primarily to accent or highlight important information headlines or subheads only and no body copy When used in internal program logos it works better when paired with Futura The unique casual feel of Freestyle 2 0 should accent and highlight those attributes of the brand that are freeing fun unique and compelling not just informational YES NO tonte boa copy and svvhead Futura Book The quick brown fox jumps over the lazy dog THE QUICK BROWN FOX JUMPS OVER THE LAZY DOG Forte Subhead Futura Bold The quick brown fox jumps over the lazy dog THE QUICK BROWN FOX JUMPS OVER THE LAZY DOG Fonts suvhead Lor itinetarles ann Mars Futura Medium Condensed The quick brown fox jumps over the lazy dog THE QUICK BROWN FOX JUMPS OVER THE LAZY DOG Futura Bold Condensed The quick brown fox jumps over the la pA o9 THE QUICK BROWN FOX JUMPS OVER THE LAZY DOG Other weights as needed depending on size legibility Fonte defant kim email Arial Regular The quick brown fox jumps over the lazy dog THE QUICK BROWN FOX JUMPS OVER THE LAZY DOG
25. q _ NCL NORWEGIAN CRUISE LINE Stile guide This guide has been created for use by Norwegian Cruise Line s marketing department and partner marketing agencies to maintain a consistent look and feel for the brand across all marketing channels It is meant to be just that a guide for using the distinguishing elements of the brand ID It is not a design manual Each designer art director should use these elements to best express the appropriate brand communication in the way most suitable to any given assignment In other words it is more toolbox than textbook Logo NORWEGIAN CRUISE LINE shield blue C 80 Pantone M 29 7461U Y 0 K 12 A u NORWEGIAN NORWEGIAN NORWEGIAN CRUISE LINE CRUISE LINE CRUISE LINE The logo is comprised of a shield with the letters NCL over a horizontal wave form combined with the stacked name Norwegian Cruise Line highlighting the word Norwegian The vertically stacked logo at left should be the logo primarily used to express the brand When space requires use the horizontal logo below Nel NORWEGIAN CRUISE LINE Nese NORWEGIAN e CRUISE LINE nce NORWEGIAN CRUISE LINE NCLE Red An AAI ee CRUISE LINE tont headline NOL Freestile 2 0 Bold The amok bronn fox umps Over the lazy dog tHe QUICK BRONN FOX JUMPS OVER THE LAZY DOG ALT LETTERS lite Y a and Y can be used To koop the Ty
26. ss ends a sentence leave period off Include website address on all printed pieces ncl com use for indoors only use hot tub for outdoors and Jacuzzi only when brand is confirmed one word always use entire word no w with hyphen Copy nomenclature NORWEGIAN CRUISE LINE SPECIFIC TERMS Term Action Stations Bahamas amp Florida Business Developement Manager Canada amp New England Caribbean Stud Poker Chocoholic Buffet copyright line print copyright line online Cruise More Get Mores Cybex Freestyle accommodations Freestyle attire Freestyle Cruising Freestyle Daily Freestyle dining Freestyle disembarkation Freestyle ships Garden Villas Honeymoon at Sea Inside Stateroom Internet Caf item code Kid s Crew Teens s Crew Tween s Crew Latitudes Notes Spanish tapas pu pu platters pasta stations omelet stations sushi stations meat carving stations Caesar salad stations fast wok stations always use ampersand can be spelled out or use acronym BDM always use ampersand use trademark use trademark 2010 Norwegian Cruise Line Corporation Ltd Ships Registry Bahamas and United States of America 2010 Norwegian Cruise Line Ltd Ships Registry Bahamas and USA Latitudes tag line use service mark use registration mark initial cap on Freestyle only no italics initial cap on Freestyle only no italics initial caps use registrat
27. stylish dining rooms r a romantic dinner for two at Cagney s our signature steakhouse atch the famous improv of The Se ond City watch a Vegas style show or throw a strike at the only bowl ng alleys at sea When there are thousands of choices all N of them ri nt that s Freestyle Cruising To change your perspective visit NORWECIAN ae CRUISE LINE ncl cor1 call your travel agent or 1 866 NCKeReS He Cinane Freestite Cruising It s more than a pea of scenery We change of perspective r The moment you step on board Nor egian Cruise Line you ll m tice things are a little different For seven days you re free to do as you pl ase Sleep in or get a hot stone m1ssage at our award winning spa Go horsebackriding or snorke with dolphins Grab a quick dinner at t 2 buffet a fourca al in our stylish dining rooms or a romantic dinner for two at Cagney s our signatu gt eM QARWEGIAN improv of The Second Jity watch a Vegas style show or throw a strike at the only bowling c ieys at sea When there are thousands of choices all of them right t at s Freestyle Cruising To change your perspective visit ncl com ce i your travel agent or 1 866 NciKtresp e CHEN Images are all closeups 10 on t shoot forced situations or use obviously posed images on t make all of the images the same size on t have all of the images portray the same thing on t have all of the images be the same focal length on t
28. uses on one page Exhilarating shore excursions 5 uses Pristine white sand beaches 4 uses Write in a direct and conversational style and use adjectives sparingly especially the florid ones like ultimate and world class Pretend you are talking to your best friend Would you oversell them WRITE THE BENEFITS NOT THE PRODUCT FEATURES This means instead of writing 11 restaurants and 13 bars and lounges translate that into the guest experience You could order from a different menu each night of your cruise Expressing Freesiule in boa core FREESTYLE CRUISING BRAND OVERVIEW SHORT DESCRIPTION When you have thousands of choices all of them right that s Freestyle Cruising speaks to choice MEDIUM DESCRIPTION When you have thousands of choices all of them right that s Freestyle Cruising on Norwegian Cruise Line It s your vacation and you should have the freedom to enjoy it on your terms Dress up or down Sleep in or catch a sunrise from your own private Balcony part of the widest range of accommodations at sea Take in some never before seen at sea entertainment Eat somewhere new every day on your schedule thanks to Freestyle dining Whether you re on board or on shore you can do as much or as little as you please from onboard bowling and hydrotherapy to snorkeling and horseback riding It s all up to you And the best part no matter what you choose you can
29. wn Class Jewel Class Premium Air Air Sea Program Notes if referring to magazine italicize in general use 6 pt regular font use registration mark use registration mark Winetastings Nutrition Cooking Classes etc use registration mark initial caps with hyphen registration mark comes after Line in LOGO ONLY use these terms instead of port charges initial cap never use outside stateroom initial caps initial caps on board crew member acts as on board Latitudes liaison should not be touching the letter it follows For reservations contact your travel professional or for more information call 1 888 NCL CRUISE or visit ncl com 2010 NCL Corporation Ltd Ships registry Bahamas frequently all caps no space between copyright symbol and year use registration mark use registration mark use registration mark initial caps use trademark all caps All stateroom names have initial caps one word lowercase can also use travel professional one word initial caps use trademark initial caps no hyphen initial caps no hyphen initial caps no hyphen initial caps no hyphen initial caps back slash between Air and Sea Copy nomenclature NCL SPECIFIC TERMS continued Term Cirque Dreams and Dinner Botox Restylane Perlane Wii BookSafe Travel Protection Plan NCL Golf Bermuda NCL Golf Hawai i The Second City SVEDKA Ice Bar DES
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