Come Seek

📋 2 Guidelines

🔗 Connections

Sector

Tourism Marketing advertising Cruise

Region

Usa

Guideline Year

2018 2019

Language

English

Tags

Tourism

Official Websites

Brand Guidelines

2019

Brand Summary

Mission
  • Inspire adventure by encouraging people to expand their horizons, connect with others, and live life filled with as much adventure as possible [^1].
Core Values
  • adventure
  • curiosity
  • exploration
  • authenticity
  • connection
  • inclusivity
  • boldness
  • emotional engagement
  • innovation
  • industry leadership [^2]
Target Audience
  • Culturally curious, new experience-craving explorers who prioritize travel, value learning about other cultures, and seek meaningful experiences for themselves and their families. Not defined by age or demographic, but by attitude [^3].
Personality Traits
  • clever
  • conversational
  • friendly
  • adventurous
  • smart
  • emotive [^4]
Visual Identity Overview
  • Modern, vibrant, and professional visual style with bold, colorful imagery, unique angles, and distinctive cropping. Uses a defined color palette, strong logo presence, and authentic photography to highlight the luxurious and adventurous experience [^5].

Categories

Brand Voice
  • The Come Seek campaign uses distinct language to portray our brand in an exciting and energetic way that evokes emotion. We use descriptive phrases and vibrant details to engage the reader, while keeping in mind certain distinctions.
  • WE ARE Clever, Conversational, Friendly, Adventurous, Smart, Emotive. WE ARE NOT Ha-ha Funny, Forced Cool, Overly Familiar, Extreme, Pretentious, Mushy.
  • Headlines can be playful and fun. They may challenge convention and inspire the reader. Or they might remix a cliché. But they always say things in a distinct manner.
  • Don’t sacrifice clarity for the sake of cleverness — the reader needs to understand what you’re saying
  • Our headlines omit all punctuation, so no hyphens, periods, commas, colons, etc. — grammar teachers will cringe, but the clean layouts will thank you
  • The exception is the use of question marks when we write interrogative headlines for our yearly WAVE campaign, “Stop Wondering. Start Wandering.”
  • One option is to give an old saying a new spin
  • Another is to use imperative phrases
  • Rhyming and alliteration are useful too, as long as the language is bold and paints a picture
  • Body copy should be distinctive, but approachable. The tone is neither fancy nor dumbed down. It conjures imagery and moments. It’s purposeful but still descriptive.
  • Write as if you’re speaking to a friend about an unexpected adventure.
  • Avoid cliches and describing things the same old way. Whether through clever turn of phrase or rich description, say things in fresh ways.
  • The language should be conversational.
  • Content may adjust for the audience, but our voice should remain consistent.
Brand Imagery
  • Photography relies on a modern aesthetic, including GoPro-style imagery, unique angles, and distinctive cropping to create visual interest.
  • Captions allow us to make settings immediately recognizable, and also add to the authenticity of our destination photography. We should caption imagery in all the following instances: • Distinctive location shot that makes the reader ask “Wow. where is that?” • Only on Royal features: shipboard experiences and venues • Pictures of our ships themselves • Food images (name of dish and restaurant) • Imagery captured by influencers, crew or guests, where attribution would show authenticity
  • SHOW EMOTION If the viewer can relate to what the subject is feeling, the photography is doing its job.
  • Imagery that takes the viewer along with the subject is a great way to allow them to experience the moment.
  • A big part of Come Seek is exploring, and a great way to depict that is through imagery that lets the viewer in on the moment when the subjects discover something new.
  • If we want to break out of that big white ship cliche, one good place to start is ditching the traditional shots of a big white ship at sea. To stand out from our competitors, choose ship imagery that highlights unique architecture and “only on Royal” features.
  • DO NOT USE generic ship images that don’t highlight unique features, coastlines and angles.
  • Generic: bad. Distinctive: good. Focus on unique, authentic experiences and places rather than locations with no distinguishing features.
  • DO NOT USE generic, expected settings, like a beach that could be anywhere.
  • To maximize impact, skip the posed subjects and instead focus on families that feel like real families sharing realistic moments.
  • DO NOT USE overtly staged or unrealistic shots and subjects.
  • Choose imagery that shows people encountering wildlife in their natural habitat, in an unobtrusive way. Never show them disturbing the animals.
  • DO NOT USE images that show captive wildlife or direct contact with wildlife in brand marketing materials.
  • The approach to food photography should be editorial in style. While a human element is fine, focus on the food, not the diners.
  • DO NOT USE staged pictures of people eating -palate-whetting food shots are more enticing.
Color Palette

  • COLOR PALETTE ### Print RAINFOREST (GREEN) OCEAN (BLUE) HIBISCUS (PINK) SUNRISE (YELLOW) SUNSET (ORANGE) • • • • • • • • • • • • • • • • • 89 29 68 29 C 100 52 74 35 67 30 M 19 M M M M 90 M M 55 M M 95 M 100 M 100 M 75 M 35 M 22 M 16 M M 95 M 77 M 76 M 51 y 72 Y 100 71 Y 24 y y y 24 Y 21 Y 99 Y 100 Y 65 27 94 Y 97 Y 100 Y 100 K 60 K 18 K 18 K K 55 K K 16 K 20 K K 18 K K K K 28 K 15 K K PMS 343 383 7730 559 281 297 2125 277 520 7649 214 1915 1245 7549 141 7401 7620 7580 166 144

  • Web RAINFOREST (GREEN) OCEAN (BLUE) HIBISCUS (PINK) SUNRISE (YELLOW) SUNSET (ORANGE) • • • • • • • • • • • • • • • • • • R R 168 R 20 R 173 R 29 R 60 R 72 R 113 R 77 R 153 R 211 R 239 R 199 R 249 R 255 R 255 R 154 R 183 R 227 R 237 G 73 G 173 G 133 G 202 G 30 G 176 89 G 197 G 45 G 17 22 G 74 G 145 G 194 G 213 G 240 G 17 49 82 G 139 B 53 B 52 B 184 83 B 224 B 163 B 232 B 125 B 84 B 116 B 129 27 B 10 B 115 B 195 B 21 44 B HTML 115740 A8A000 489560 ADCA88 131E29 71C5EB 5461C8 ABCAE9 642F6C 8A1B61 CE0F69 EF4A81 C69214 FF8500 F2C75C F5E1A4 B7312C C05131 E35205 ED8800

  • NEVER mix Come Seek color families. Borders should be built from one family only so they don’t distract from the star of the show -our photography.
  • Consistency is key. NEVER rearrange or alter the order of the border colors. Please refer to page 27 for the correct color order.
  • The color border and white border should be equal in width and height. All four color quadrants should be equal in height.
  • The main triangle color on color palette page 23 should fill the color block.
  • BORDER COLOR SELECTION The border color family should complement the photography it surrounds.
  • NEVER use the yellow color family to build a color block -it makes it really hard to read the copy.
Typography
  • Fonts can be purchased at the following links DAR WIN http://www.myfonts.com/fonts/los-andes/darwin/ KAPRA http://www.myfonts.com/fonts/blazej-ostoja-lniski/kapra/
  • ONLY WRITE HEADLINES IN = WHITE, ALL CAPS & KAPRA REGULAR
  • TYPEFACE: KAPRA REGULAR COLOR: WHITE POINT SIZE*: 50 LEADING: The leading should be equal to the x height. KERNING: 200
  • Font sizes for headline are based on an 8x10 ad and the sizes should be scaled proportionally.
  • SUBHEADS ARE SET IN ALL CAPS AND DARWIN BOLD.
  • TYPEFACE: DARWIN BOLD COLOR: WHITE NAVY BLUE (on white background) POINT SIZE: 18 (+ 5) LEADING: 23 KERNING: 150
  • Body copy is set in Darwin Light on solid color backgrounds, and Darwin Regular on photographic backgrounds, to aid legibility. Body copy should be left aligned. In some cases, body copy that is 5 lines or less can be centered, with special attention to keep ragging even while while avoiding dashes or numbers on margins.
  • TYPEFACE: Darwin Light (on solid color backgrounds) Darwin Regular (on photographic backgrounds) COLOR: WHITE 85% BLACK (on white background) POINT SIZE: 10 (+ 5) LEADING: 15 KERNING: 40
Logo Usage
  • The Come Seek lockup should always be used with the corporate logo, but should never replace it or be placed directly beside it in layout.
  • NEVER change the color of the lockup. The lockup should only be used in white, navy or gray.
  • NEVER remove or rearrange parts of the lockup (whether in the horizontal or vertical version). or use any portion of the lockup in isolation.
  • NEVER place the Come Seek lockup and corporate logo side by side in layout. But be sure to provide ample hierarchy and contrast in size within the piece. See pages 56 & 64-68 for examples.
  • NEVER place the navy or gray Come Seek lockup over a photographic background. Rather. the image should be retouched to address any legibility concerns. If not possible, then an alternate image should be used.
  • Download all logos at RCCLLibrar .com
  • ALWAYS use the three color logo, unless you only have one-color or grayscale printing available
  • NAVY BLUE C 100 R 6 M 90 G 21 y 0 B 86 K 55 PMS 281 HTML 061556
  • ALWAYS USE THE LOGO AS PROVIDED. DO NOT ALTER, DISTORT OR ANGLE THE LOGO IN ANY WAY.
  • Please treat our logo with respect. Don’t crowd it with other elements. And don’t make it so small that it requires a magnifying glass to read it. Our logo should have presence within the piece.
  • MINIMUM CLEARANCE Keep the “x” space around the ’ ’ logo free of visual distraction. [TN’ER NAT!oN Au_[ X=heightofthe yellow bar
  • Do not reproduce the logo smaller than the following size in order to maintain legibility. i = 3/8" (27px)
  • NEVER add a stroke or outline to the logo.
  • NEVER use one of the three brand colors or similar color values as a logo background. Make sure there is sufficient contrast so the logo stands out.
  • NEVER rotate or angle the logo. The bottom of the logo should always run straight along the x-axis.
  • NEVER change the colors of the logo.
  • NEVER remove or rearrange parts of the logo.
  • NEVER obscure. cover or hide any part of the logo.
  • NEVER use the logo in a location where it might be walked on. driven on or worn with time.
  • The Crown and Anchor must always be used alongside the corporate logo, except in very specific circumstances
  • Never stack the Crown and Anchor with the corporate logo, or allow the symbol to overshadow the corporate logo
  • MINIMUM CLEARANCE Keep the “x” space around the Crown and Anchor free of visual distraction.
  • Do not reproduce the logo smaller than the following size in order to maintain recognizability of the mark. *1 vi }—–= 0.275" (20px)
  • The Crown and Anchor should only appear in white, navy blue or black (in one color printing).
  • NEVER change the logo color. In select applications, such as on premium items, it may appear in gold or silver foil.
  • NEVER rotate or angle the logo.
  • NEVER remove or rearrange parts of the logo. NEVER skew. crop or otherwise compromise the integrity of the mark.
  • NEVER add elements to the Crown and Anchor, like seasonal items or other embellishments, however cute your hat might look.
  • NEVER create logos or lockups that feature or use parts of the Crown and Anchor.
  • NEVER use the logo in a location where it might be walked on, driven on or worn with time.
  • The Compass should never replace our corporate logo or be used without it, except on merchandise and apparel
  • Don’t place the Compass and corporate logo side by side in layout
  • The Compass should always be one color. Primary usage is white, but for legibility purposes, it may be used as gray or navy. NEVER change the logo color beyond these variations or use the compass in black. In select applications, such as on premium items, it may appear in gold or silver foil.
  • NEVER remove or rearrange parts of the logo. NEVER skew, crop or otherwise compromise the integrity of the mark.
  • NEVER use the Compass in a location where it might be walked on, driven on or worn with time.
  • NEVER place the Compass and corporate logo side by side in layout.
Tone And Messaging
  • The Come Seek campaign uses distinct language to portray our brand in an exciting and energetic way that evokes emotion. We use descriptive phrases and vibrant details to engage the reader, while keeping in mind certain distinctions.
  • WE ARE Clever, Conversational, Friendly, Adventurous, Smart, Emotive. WE ARE NOT Ha-ha Funny, Forced Cool, Overly Familiar, Extreme, Pretentious, Mushy.
  • Headlines can be playful and fun. They may challenge convention and inspire the reader. Or they might remix a cliché. But they always say things in a distinct manner.
  • Don’t sacrifice clarity for the sake of cleverness — the reader needs to understand what you’re saying
  • Our headlines omit all punctuation, so no hyphens, periods, commas, colons, etc. — grammar teachers will cringe, but the clean layouts will thank you
  • The exception is the use of question marks when we write interrogative headlines for our yearly WAVE campaign, “Stop Wondering. Start Wandering.”
  • One option is to give an old saying a new spin
  • Another is to use imperative phrases
  • Rhyming and alliteration are useful too, as long as the language is bold and paints a picture
  • Body copy should be distinctive, but approachable. The tone is neither fancy nor dumbed down. It conjures imagery and moments. It’s purposeful but still descriptive.
  • Write as if you’re speaking to a friend about an unexpected adventure.
  • Avoid cliches and describing things the same old way. Whether through clever turn of phrase or rich description, say things in fresh ways.
  • The language should be conversational.
  • Content may adjust for the audience, but our voice should remain consistent.
  • Retail promotions drive a large portion of our business, and communicating offers requires balance. Always highlight the value of the offer, but never make us sound tacky. We want to be sure we maintain the brand tone so we don’t lose our greatest selling point — one-of-a-kind, unforgettable adventures — in lieu of a value opportunity.
  • When marketing to travel partners, keep in mind that — though they may need a vacation of their own — this product is for their clients, not them. Again, destination is their business and they know it well, but feel free to be descriptive of ship features.
  • Frequently we let travel partners know just how grateful we are for their business. This should convey appreciation for their loyalty to the brand, and focus on our shared success.
  • CTAs are how we urge the reader to take the action we’re trying to drive. It can be direct, or it may feature a bit of brand tone, but remember that clarity is key.
  • CTA’s should have a maximum of 3 parts when Royal Caribbean speaks directly to consumers.
  • There is flexibility in determining which CTA style works for a particular communication — or if a CTA is necessary in a particular piece of work.
  • Trade collateral typically only drives to the agency, and we provide editable fields for travel partners to insert their info.
  • Avoid using “www.” in URLs — and be sure to initial cap your URL to help with ease of reading.
  • We’ve already mentioned the importance of travel partners to our business — for many consumers they’re the first step in booking a vacation. To show our appreciation and respect for these dedicated individuals, we no longer call them agents and instead use standardized language when speaking of them or to them.
  • Travel Advisor: This is the title we use any time we’re referring to travel agents in a communication to consumers or guests.
  • Travel Partner: When speaking directly to travel agents, we want to use this title to acknowledge their partnership in helping us deliver great vacations to their clients.
Brand Values
  • WE BELIEVE that life is best lived when filled with as much adventure as possible. So WE INSPIRE adventures that expand your horizons, bring you to life and connect you to people.
  • Being a seeker isn’t about age, demographic, or affinity for cruising — it’s about attitude. They are culturally curious, new experience-craving explorers who prioritize travel in their lives, finding deep, meaningful value in going new places and seeing new things. They travel to foreign places to learn about other cultures. They bring the whole family together to bond, grow, and gain new perspectives. They believe the collection of these experiences is a huge part of who they are and the identity they reflect to everyone around them.
  • More likely to seek adventure and new experiences when traveling on vacation.
  • Ideal feelings on vacation include excited, relaxed, rejuvenated and inspired.
  • Experiences make up their identity, long after the quick hit of the humble-brag goes away.
  • Motivated by new destinations, excellent food, learning about culture and personal growth.
  • First to try new things, and often influence their friends and family.
  • About 50% have kids, and want to provide their family with adventurous experiences.
  • Since launching in 2015, Come Seek has challenged cruising cliches with a distinct, clearly defined point of view. But this is not a campaign -it’s an invitation to embrace adventure.
  • Bold adventures deserve bold marketing.
  • Showcase new experiences of all sorts -new foods. new cultures and new ways of interacting with nature are all great options.
  • This is not a cruise -to make that claim, we have to back it up by depicting norm-defying experiences.
  • Come Seek is all about surprising people with unique, unexpected cultural adventures.
  • The ideal creative brings moments to life by conveying powerful emotions, like anticipation, bravery and joy.
  • Focus on featuring a diverse representation, rather than a single target.
  • We want to represent real moments with real people -not anything overly polished or staged.
  • BE REWARDING BE INTERACTIVE BE INTRIGUING BE EYE-OPENING
Visual Style
  • The Come Seek lockup should always be used with the corporate logo, but should never replace it or be placed directly beside it in layout.
  • NEVER change the color of the lockup. The lockup should only be used in white, navy or gray.
  • NEVER remove or rearrange parts of the lockup (whether in the horizontal or vertical version). or use any portion of the lockup in isolation.
  • NEVER place the Come Seek lockup and corporate logo side by side in layout. But be sure to provide ample hierarchy and contrast in size within the piece. See pages 56 & 64-68 for examples.
  • NEVER place the navy or gray Come Seek lockup over a photographic background. Rather. the image should be retouched to address any legibility concerns. If not possible, then an alternate image should be used.
  • Print: RAINFOREST (GREEN) OCEAN (BLUE) HIBISCUS (PINK) SUNRISE (YELLOW) SUNSET (ORANGE) • • • • • • • • • • • • • • • • • • 89 29 68 29 C 100 52 74 35 67 30 M 19 M M M M 90 M M 55 M M 95 M 100 M 100 M 75 M 35 M 22 M 16 M M 95 M 77 M 76 M 51 y 72 Y 100 71 Y 24 y y y 24 Y 21 Y 99 Y 100 Y 65 27 94 Y 97 Y 100 Y 100 K 60 K 18 K 18 K K 55 K K 16 K 20 K K 18 K K K K 28 K 15 K K PMS 343 383 7730 559 281 297 2125 277 520 7649 214 1915 1245 7549 141 7401 7620 7580 166 144
  • Web: RAINFOREST (GREEN) OCEAN (BLUE) HIBISCUS (PINK) SUNRISE (YELLOW) SUNSET (ORANGE) • • • • • • • • • • • • • • • • • • R R 168 R 20 R 173 R 29 R 60 R 72 R 113 R 77 R 153 R 211 R 239 R 199 R 249 R 255 R 255 R 154 R 183 R 227 R 237 G 73 G 173 G 133 G 202 G 30 G 176 89 G 197 G 45 G 17 22 G 74 G 145 G 194 G 213 G 240 G 17 49 82 G 139 B 53 B 52 B 184 83 B 224 B 163 B 232 B 125 B 84 B 116 B 129 27 B 10 B 115 B 195 B 21 44 B HTML 115740 A8A000 489560 ADCA88 131E29 71C5EB 5461C8 ABCAE9 642F6C 8A1B61 CE0F69 EF4A81 C69214 FF8500 F2C75C F5E1A4 B7312C C05131 E35205 ED8800
  • ONLY WRITE HEADLINES IN = WHITE, ALL CAPS & KAPRA REGULAR
  • TYPEFACE KAPRA REGULAR COLOR WHITE POINT SIZE* 50 LEADING The leading should be equal to the x height. KERNING 200
  • Font sizes for headline are based on an 8x10 ad and the sizes should be scaled proportionally.
  • SUBHEADS ARE SET IN ALL CAPS AND DARWIN BOLD.
  • TYPEFACE DARWIN BOLD COLOR WHITE NAVY BLUE (on white background) POINT SIZE 18 (+ 5) LEADING 23 KERNING 150
  • Body copy is set in Darwin Light on solid color backgrounds, and Darwin Regular on photographic backgrounds, to aid legibility. Body copy should be left aligned. In some cases, body copy that is 5 lines or less can be centered, with special attention to keep ragging even while while avoiding dashes or numbers on margins.
  • TYPEFACE Darwin Light (on solid color backgrounds) Darwin Regular (on photographic backgrounds) COLOR WHITE 85% BLACK (on white background) POINT SIZE 10 (+ 5) LEADING 15 KERNING 40
  • FULL BORDER USAGE COLOR FAMILIES NEVER mix Come Seek color families. Borders should be built from one family only so they don’t distract from the star of the show -our photography.
  • BORDER ORDER Consistency is key. NEVER rearrange or alter the order of the border colors. Please refer to page 27 for the correct color order.
  • BORDER DESIGN The color border and white border should be equal in width and height. All four color quadrants should be equal in height.
  • QUARTER BORDER AND COLOR BLOCK USAGE COLOR BLOCK COPY LEGIBILITY COLOR BLOCK PROPORTIONS NEVER use the yellow color family to build a color block -it makes it really hard to read the copy.
  • Our photography is the hero of our story. Make sure the image is always greater than (or at least equal to) the color block.
  • COLOR BLOCK PLACEMENT The color block should always go below (for vertical designs) or to the right (for horizontal layouts). We are telling a story and want to lead with our imagery.
  • Photography relies on a modern aesthetic, including GoPro-style imagery, unique angles, and distinctive cropping to create visual interest.
  • SHOW EMOTION If the viewer can relate to what the subject is feeling, the photography is doing its job.
  • DO NOT USE generic ship images that don’t highlight unique features, coastlines and angles.
  • DO NOT USE generic, expected settings, like a beach that could be anywhere.
  • DO NOT USE overtly staged or unrealistic shots and subjects.
  • Choose imagery that shows people encountering wildlife in their natural habitat, in an unobtrusive way. Never show them disturbing the animals.
  • DO NOT USE images that show captive wildlife or direct contact with wildlife in brand marketing materials.
  • The approach to food photography should be editorial in style. While a human element is fine, focus on the food, not the diners.
  • DO NOT USE staged pictures of people eating -palate-whetting food shots are more enticing.
Layout And Composition
  • The Come Seek lockup should always be used with the corporate logo, but should never replace it or be placed directly beside it in layout.
  • Visit pages 56 & 64-68 for how to use the Come Seek lockup in layout.
  • NEVER place the Come Seek lockup and corporate logo side by side in layout. But be sure to provide ample hierarchy and contrast in size within the piece. See pages 56 & 64-68 for examples.
  • See pages 55-56, 59-62 and 64-68 for examples of a full border in ads, flyers, posters and OOH.
  • NEVER mix Come Seek color families. Borders should be built from one family only so they don’t distract from the star of the show -our photography.
  • Consistency is key. NEVER rearrange or alter the order of the border colors. Please refer to page 27 for the correct color order.
  • The color border and white border should be equal in width and height. All four color quadrants should be equal in height.
  • The main triangle color on color palette page 23 should fill the color block.
  • The border color family should complement the photography it surrounds.
  • NEVER use the yellow color family to build a color block -it makes it really hard to read the copy.
  • Our photography is the hero of our story. Make sure the image is always greater than (or at least equal to) the color block.
  • The color block should always go below (for vertical designs) or to the right (for horizontal layouts). We are telling a story and want to lead with our imagery.
  • Whenever possible, full page ads should feature a full image. Just be sure cropping accounts for copy placement, headlines and logos.
  • On a full frame image, the caption should be centered at the top of the page.
  • When placing headlines, overlapping people is okay, but don’t cover their eyes.
  • If body copy is not legible over an image make every effort to retouch the image. Otherwise. refer to Colorblock ad layouts on pages 57-58.
  • Try to keep our corporate logo in the bottom right corner. like a sign-off.
  • Colorblock ads offer a clean solution for various challenges, including limited ad size, unusual dimensions, or photography that can’t accommodate a full image layout or retouching is not an option to make copy legible.
  • On vertical ads. the colorblock is always below the hero. On horizontal ads. it goes to the right of the hero.
  • On colorblock ads. the caption should be placed in the lower left corner of the image.
  • Spread ads offer greater visual impact through two consecutive pages of real estate within a publication, as well as space to tell a bigger story through more copy, or inset images, where appropriate.
  • When designing a spread ad. you can use either a full frame image across both pages. or a colorblock on the right third of the layout. In either case. body copy and additional copy elements. such as CTA, sailing info. etc. go on the right.
  • Headline placement depends on the layout. On the colorblock layout. it should always be placed on the left page. On full bleed layouts it can be arranged on either the left side. or right side above body copy-go with what works better for the image.
  • If using a full frame image, a full border runs along the full perimeter of the ad. For the colorblock layout. use the quarter border under the colorblock only.
  • If you apply inset images. use the colorblock layout and arrange the images over the block to avoid cluttering the hero.
  • Frequently, we’ll advertise with a Co-Op partner. This is how you execute a partner CTA using our brand’s preferred method.
  • The Royal Caribbean logo should be at the bottom right whenever possible
  • Any partner logos or accolades should appear next to the Royal Caribbean logo, scaled to an equal size
  • Brand creative should always take up at least two thirds of the overall visual space
  • Partner messaging -including visuals, CTA and contact information -can occupy up to one third of the real estate
  • Partner visuals, such as headshots, should take up no more than one quarter of the allocated partner space
  • Logos should be equal size. The Royal Caribbean logo = should not exceed 1/3 the width of the creative.
  • There’s a .25" white border around the hero area to allow travel partners to print on a standard 8.5 x 11° sheet.
  • Editable fields allow travel partners to customize the flyer with their agency contact info, and should be placed to the lower left beneath the CTA.
  • This example shows how we use the grayscale version of the Come Seek lockup to avoid competing with the offer lockup above. You could also use the navy option.
  • Posters and panel designs offer an opportunity to create visually impactful pieces that showcase strong imagery.
  • High level brand posters may feature the Come Seek lockup or a campaign headline centered over the hero image.
  • Keep the look clean. Accompanying copy elements or logos -aside from our corporate logo and a possible partner logo -are a no-go.
  • Out of home advertising is our ultimate upper-funnel opportunity. So make sure to focus on high level branding and feature vibrant, impactful imagery.
  • Frequently, we’ll use the Come Seek lockup in place of a headline.
  • The corporate logo should measure no less than one third the scale of the Come Seek lockup in horizontal layouts and one half the scale of the lockup in vertical layouts.
Co Branding
  • Frequently, we’ll advertise with a Co-Op partner. This is how you execute a partner CTA using our brand’s preferred method.
  • CTA should drive to the travel partner as indicated by the requestor
  • The Royal Caribbean logo should be at the bottom right whenever possible
  • Any partner logos or accolades should appear next to the Royal Caribbean logo, scaled to an equal size
  • In select instances, a Co-Op partner might want an expanded CTA to include visuals. Though it’s not common practice, this is how we would do that while still maintaining the brand’s look and feel.
  • Brand creative should always take up at least two thirds of the overall visual space
  • Partner messaging -including visuals, CTA and contact information -can occupy up to one third of the real estate
  • Partner visuals, such as headshots, should take up no more than one quarter of the allocated partner space
  • BRAND CREATIVE SHOULD OCCUPY 2/3 OF TOTAL VISUAL SPACE
  • PARTNER MESSAGING SHOULD OCCUPY NO MORE THAN 1/3 TOTAL VISUAL SPACE
  • Logos should be equal size. The Royal Caribbean logo = should not exceed 1/3 the width of the creative.
Digital Guidelines
  • All assets featured in the campaign guidelines are available on our Digital Library at RCCLLibrary.com. Here you can browse, preview, download and share assets. Below are some quick tips to get you started.
  • From the login page, click the Self Registration button and complete the form. Then scroll to read the User Agreement and check the box to confirm you agree to the terms. A temporary password will be emailed to you shortly.
  • Go to RCCLLibrary.com, click the Royal Caribbean logo and log in using your Digital Library username and password.
  • There are multiple ways to search for the assets you need.
  • To use the Keyword Search, type in some descriptive words (ex. “Harmony Flowrider”) in the text field in the upper right and click the magnifying glass icon.
  • For a broader search, you can Filter Your Results by clicking Assets, the second tab in the top left navigation bar. Here you can curate results by media type, region, ship names and ship categories.
  • Lastly, you can search by any Asset ID number, many of which are referenced in these guidelines.
  • RCCLLibrarv.com is intended for internal use only.
  • Whenever possible, full page ads should feature a full image. Just be sure cropping accounts for copy placement, headlines and logos.
  • On a full frame image, the caption should be centered at the top of the page.
  • When placing headlines, overlapping people is okay, but don’t cover their eyes.
  • If body copy is not legible over an image make every effort to retouch the image. Otherwise. refer to Colorblock ad layouts on pages 57-58.
  • Accolades should be applicable to the publication and audience. Try to keep our corporate logo in the bottom right corner. like a sign-off.
  • Here’s the proper order: ship name in the lead. followed by itinerary and departure port. Ports of call and pricing can also be added following that. as needed.
  • Trim Size: 8.375" x 10.75"
  • Colorblock ads offer a clean solution for various challenges, including limited ad size, unusual dimensions, or photography that can’t accommodate a full image layout or retouching is not an option to make copy legible.
  • On vertical ads. the colorblock is always below the hero. On horizontal ads. it goes to the right of the hero.
  • On colorblock ads. the caption should be placed in the lower left corner of the image.
  • Trim Size: 7.625" x 4.875"
  • Trim Size: 9" x 5.25"
  • Trim Size: 8.125" x 10.875"
  • Spread ads offer greater visual impact through two consecutive pages of real estate within a publication, as well as space to tell a bigger story through more copy, or inset images, where appropriate.
  • When designing a spread ad. you can use either a full frame image across both pages. or a colorblock on the right third of the layout. In either case. body copy and additional copy elements. such as CTA, sailing info. etc. go on the right.
  • Headline placement depends on the layout. On the colorblock layout. it should always be placed on the left page. On full bleed layouts it can be arranged on either the left side. or right side above body copy-go with what works better for the image.
  • If using a full frame image, a full border runs along the full perimeter of the ad. For the colorblock layout. use the quarter border under the colorblock only.
  • If you apply inset images. use the colorblock layout and arrange the images over the block to avoid cluttering the hero.
  • Trim Size: 17" x 10.875"
  • Frequently, we’ll advertise with a Co-Op partner. This is how you execute a partner CTA using our brand’s preferred method.
  • CTA should drive to the travel partner as indicated by the requestor
  • The Royal Caribbean logo should be at the bottom right whenever possible
  • Any partner logos or accolades should appear next to the Royal Caribbean logo, scaled to an equal size
  • Trim Size: 8" x 10.75"
  • In select instances, a Co-Op partner might want an expanded CTA to include visuals. Though it’s not common practice, this is how we would do that while still maintaining the brand’s look and feel.
  • Brand creative should always take up at least two thirds of the overall visual space
  • Partner messaging -including visuals, CTA and contact information -can occupy up to one third of the real estate
  • Partner visuals, such as headshots, should take up no more than one quarter of the allocated partner space
  • BRAND CREATIVE SHOULD OCCUPY 2/3 OF TOTAL VISUAL SPACE
  • PARTNER MESSAGING SHOULD OCCUPY NO MORE THAN 1/3 TOTAL VISUAL SPACE
  • Logos should be equal size. The Royal Caribbean logo = should not exceed 1/3 the width of the creative.
  • Consumer-facing flyers offer travel partners a tool that’s easy for them to customize and print.
  • There’s a .25" white border around the hero area to allow travel partners to print on a standard 8.5 x 11° sheet.
  • Editable fields allow travel partners to customize the flyer with their agency contact info, and should be placed to the lower left beneath the CTA.
  • This example shows how we use the grayscale version of the Come Seek lockup to avoid competing with the offer lockup above. You could also use the navy option.
  • Trim Size: 8.5" x 11"
  • Posters and panel designs offer an opportunity to create visually impactful pieces that showcase strong imagery.
  • High level brand posters may feature the Come Seek lockup or a campaign headline centered over the hero image.
  • Keep the look clean. Accompanying copy elements or logos -aside from our corporate logo and a possible partner logo -are a no-go.
  • Trim Size: 24" x 36"
  • Out of home advertising is our ultimate upper-funnel opportunity. So make sure to focus on high level branding and feature vibrant, impactful imagery.
  • Frequently, we’ll use the Come Seek lockup in place of a headline.
  • The corporate logo should measure no less than one third the scale of the Come Seek lockup in horizontal layouts and one half the scale of the lockup in vertical layouts.

2018

Brand Summary

Mission
  • Inspire adventure by encouraging people to expand their horizons, connect with others, and live life filled with as much adventure as possible [^1].
Core Values
  • adventure
  • curiosity
  • exploration
  • authenticity
  • connection
  • inclusivity
  • boldness
  • emotional engagement
  • innovation
  • industry leadership [^2]
Target Audience
  • Culturally curious, new experience-craving explorers who prioritize travel, value learning about other cultures, and seek meaningful experiences for themselves and their families. Not defined by age or demographic, but by attitude [^3].
Personality Traits
  • clever
  • conversational
  • friendly
  • adventurous
  • smart
  • emotive [^4]
Visual Identity Overview
  • Modern, vibrant, and professional visual style with bold, colorful imagery, unique angles, and distinctive cropping. Uses a defined color palette, strong logo presence, and authentic photography to highlight the luxurious and adventurous experience [^5].

Categories

Brand Voice
  • The Come Seek campaign uses distinct language to portray our brand in an exciting and energetic way that evokes emotion. We use descriptive phrases and vibrant details to engage the reader, while keeping in mind certain distinctions.
  • WE ARE Clever, Conversational, Friendly, Adventurous, Smart, Emotive. WE ARE NOT Ha-ha Funny, Forced Cool, Overly Familiar, Extreme, Pretentious, Mushy.
  • Headlines can be playful and fun. They may challenge convention and inspire the reader. Or they might remix a cliché. But they always say things in a distinct manner.
  • Don’t sacrifice clarity for the sake of cleverness — the reader needs to understand what you’re saying
  • Our headlines omit all punctuation, so no hyphens, periods, commas, colons, etc. — grammar teachers will cringe, but the clean layouts will thank you
  • The exception is the use of question marks when we write interrogative headlines for our yearly WAVE campaign, “Stop Wondering. Start Wandering.”
  • One option is to give an old saying a new spin
  • Another is to use imperative phrases
  • Rhyming and alliteration are useful too, as long as the language is bold and paints a picture
  • Body copy should be distinctive, but approachable. The tone is neither fancy nor dumbed down. It conjures imagery and moments. It’s purposeful but still descriptive.
  • Write as if you’re speaking to a friend about an unexpected adventure.
  • Avoid cliches and describing things the same old way. Whether through clever turn of phrase or rich description, say things in fresh ways.
  • The language should be conversational.
  • Content may adjust for the audience, but our voice should remain consistent.
Brand Imagery
  • Photography relies on a modern aesthetic, including GoPro-style imagery, unique angles, and distinctive cropping to create visual interest.
  • Captions allow us to make settings immediately recognizable, and also add to the authenticity of our destination photography. We should caption imagery in all the following instances: • Distinctive location shot that makes the reader ask “Wow. where is that?” • Only on Royal features: shipboard experiences and venues • Pictures of our ships themselves • Food images (name of dish and restaurant) • Imagery captured by influencers, crew or guests, where attribution would show authenticity
  • SHOW EMOTION If the viewer can relate to what the subject is feeling, the photography is doing its job.
  • Imagery that takes the viewer along with the subject is a great way to allow them to experience the moment.
  • A big part of Come Seek is exploring, and a great way to depict that is through imagery that lets the viewer in on the moment when the subjects discover something new.
  • If we want to break out of that big white ship cliche, one good place to start is ditching the traditional shots of a big white ship at sea. To stand out from our competitors, choose ship imagery that highlights unique architecture and “only on Royal” features.
  • DO NOT USE generic ship images that don’t highlight unique features, coastlines and angles.
  • Generic: bad. Distinctive: good. Focus on unique, authentic experiences and places rather than locations with no distinguishing features.
  • DO NOT USE generic, expected settings, like a beach that could be anywhere.
  • To maximize impact, skip the posed subjects and instead focus on families that feel like real families sharing realistic moments.
  • DO NOT USE overtly staged or unrealistic shots and subjects.
  • Choose imagery that shows people encountering wildlife in their natural habitat, in an unobtrusive way. Never show them disturbing the animals.
  • DO NOT USE images that show captive wildlife or direct contact with wildlife in brand marketing materials.
  • The approach to food photography should be editorial in style. While a human element is fine, focus on the food, not the diners.
  • DO NOT USE staged pictures of people eating -palate-whetting food shots are more enticing.
Color Palette

  • COLOR PALETTE ### Print RAINFOREST (GREEN) OCEAN (BLUE) HIBISCUS (PINK) SUNRISE (YELLOW) SUNSET (ORANGE) • • • • • • • • • • • • • • • • • 89 29 68 29 C 100 52 74 35 67 30 M 19 M M M M 90 M M 55 M M 95 M 100 M 100 M 75 M 35 M 22 M 16 M M 95 M 77 M 76 M 51 y 72 Y 100 71 Y 24 y y y 24 Y 21 Y 99 Y 100 Y 65 27 94 Y 97 Y 100 Y 100 K 60 K 18 K 18 K K 55 K K 16 K 20 K K 18 K K K K 28 K 15 K K PMS 343 383 7730 559 281 297 2125 277 520 7649 214 1915 1245 7549 141 7401 7620 7580 166 144

  • Web RAINFOREST (GREEN) OCEAN (BLUE) HIBISCUS (PINK) SUNRISE (YELLOW) SUNSET (ORANGE) • • • • • • • • • • • • • • • • • • R R 168 R 20 R 173 R 29 R 60 R 72 R 113 R 77 R 153 R 211 R 239 R 199 R 249 R 255 R 255 R 154 R 183 R 227 R 237 G 73 G 173 G 133 G 202 G 30 G 176 89 G 197 G 45 G 17 22 G 74 G 145 G 194 G 213 G 240 G 17 49 82 G 139 B 53 B 52 B 184 83 B 224 B 163 B 232 B 125 B 84 B 116 B 129 27 B 10 B 115 B 195 B 21 44 B HTML 115740 A8A000 489560 ADCA88 131E29 71C5EB 5461C8 ABCAE9 642F6C 8A1B61 CE0F69 EF4A81 C69214 FF8500 F2C75C F5E1A4 B7312C C05131 E35205 ED8800

  • NEVER mix Come Seek color families. Borders should be built from one family only so they don’t distract from the star of the show -our photography.
  • Consistency is key. NEVER rearrange or alter the order of the border colors. Please refer to page 27 for the correct color order.
  • The color border and white border should be equal in width and height. All four color quadrants should be equal in height.
  • The main triangle color on color palette page 23 should fill the color block.
  • BORDER COLOR SELECTION The border color family should complement the photography it surrounds.
  • NEVER use the yellow color family to build a color block -it makes it really hard to read the copy.
Typography
  • Fonts can be purchased at the following links DAR WIN http://www.myfonts.com/fonts/los-andes/darwin/ KAPRA http://www.myfonts.com/fonts/blazej-ostoja-lniski/kapra/
  • ONLY WRITE HEADLINES IN = WHITE, ALL CAPS & KAPRA REGULAR
  • TYPEFACE: KAPRA REGULAR COLOR: WHITE POINT SIZE*: 50 LEADING: The leading should be equal to the x height. KERNING: 200
  • Font sizes for headline are based on an 8x10 ad and the sizes should be scaled proportionally.
  • SUBHEADS ARE SET IN ALL CAPS AND DARWIN BOLD.
  • TYPEFACE: DARWIN BOLD COLOR: WHITE NAVY BLUE (on white background) POINT SIZE: 18 (+ 5) LEADING: 23 KERNING: 150
  • Body copy is set in Darwin Light on solid color backgrounds, and Darwin Regular on photographic backgrounds, to aid legibility. Body copy should be left aligned. In some cases, body copy that is 5 lines or less can be centered, with special attention to keep ragging even while while avoiding dashes or numbers on margins.
  • TYPEFACE: Darwin Light (on solid color backgrounds) Darwin Regular (on photographic backgrounds) COLOR: WHITE 85% BLACK (on white background) POINT SIZE: 10 (+ 5) LEADING: 15 KERNING: 40
Logo Usage
  • The Come Seek lockup should always be used with the corporate logo, but should never replace it or be placed directly beside it in layout.
  • NEVER change the color of the lockup. The lockup should only be used in white, navy or gray.
  • NEVER remove or rearrange parts of the lockup (whether in the horizontal or vertical version). or use any portion of the lockup in isolation.
  • NEVER place the Come Seek lockup and corporate logo side by side in layout. But be sure to provide ample hierarchy and contrast in size within the piece. See pages 56 & 64-68 for examples.
  • NEVER place the navy or gray Come Seek lockup over a photographic background. Rather. the image should be retouched to address any legibility concerns. If not possible, then an alternate image should be used.
  • Download all logos at RCCLLibrar .com
  • ALWAYS use the three color logo, unless you only have one-color or grayscale printing available
  • NAVY BLUE C 100 R 6 M 90 G 21 y 0 B 86 K 55 PMS 281 HTML 061556
  • ALWAYS USE THE LOGO AS PROVIDED. DO NOT ALTER, DISTORT OR ANGLE THE LOGO IN ANY WAY.
  • Please treat our logo with respect. Don’t crowd it with other elements. And don’t make it so small that it requires a magnifying glass to read it. Our logo should have presence within the piece.
  • MINIMUM CLEARANCE Keep the “x” space around the ’ ’ logo free of visual distraction. [TN’ER NAT!oN Au_[ X=heightofthe yellow bar
  • Do not reproduce the logo smaller than the following size in order to maintain legibility. i = 3/8" (27px)
  • NEVER add a stroke or outline to the logo.
  • NEVER use one of the three brand colors or similar color values as a logo background. Make sure there is sufficient contrast so the logo stands out.
  • NEVER rotate or angle the logo. The bottom of the logo should always run straight along the x-axis.
  • NEVER change the colors of the logo.
  • NEVER remove or rearrange parts of the logo.
  • NEVER obscure. cover or hide any part of the logo.
  • NEVER use the logo in a location where it might be walked on. driven on or worn with time.
  • The Crown and Anchor must always be used alongside the corporate logo, except in very specific circumstances
  • Never stack the Crown and Anchor with the corporate logo, or allow the symbol to overshadow the corporate logo
  • MINIMUM CLEARANCE Keep the “x” space around the Crown and Anchor free of visual distraction.
  • Do not reproduce the logo smaller than the following size in order to maintain recognizability of the mark. *1 vi }—–= 0.275" (20px)
  • The Crown and Anchor should only appear in white, navy blue or black (in one color printing).
  • NEVER change the logo color. In select applications, such as on premium items, it may appear in gold or silver foil.
  • NEVER rotate or angle the logo.
  • NEVER remove or rearrange parts of the logo. NEVER skew. crop or otherwise compromise the integrity of the mark.
  • NEVER add elements to the Crown and Anchor, like seasonal items or other embellishments, however cute your hat might look.
  • NEVER create logos or lockups that feature or use parts of the Crown and Anchor.
  • NEVER use the logo in a location where it might be walked on, driven on or worn with time.
  • The Compass should never replace our corporate logo or be used without it, except on merchandise and apparel
  • Don’t place the Compass and corporate logo side by side in layout
  • The Compass should always be one color. Primary usage is white, but for legibility purposes, it may be used as gray or navy. NEVER change the logo color beyond these variations or use the compass in black. In select applications, such as on premium items, it may appear in gold or silver foil.
  • NEVER remove or rearrange parts of the logo. NEVER skew, crop or otherwise compromise the integrity of the mark.
  • NEVER use the Compass in a location where it might be walked on, driven on or worn with time.
  • NEVER place the Compass and corporate logo side by side in layout.
Tone And Messaging
  • The Come Seek campaign uses distinct language to portray our brand in an exciting and energetic way that evokes emotion. We use descriptive phrases and vibrant details to engage the reader, while keeping in mind certain distinctions.
  • WE ARE Clever, Conversational, Friendly, Adventurous, Smart, Emotive. WE ARE NOT Ha-ha Funny, Forced Cool, Overly Familiar, Extreme, Pretentious, Mushy.
  • Headlines can be playful and fun. They may challenge convention and inspire the reader. Or they might remix a cliché. But they always say things in a distinct manner.
  • Don’t sacrifice clarity for the sake of cleverness — the reader needs to understand what you’re saying
  • Our headlines omit all punctuation, so no hyphens, periods, commas, colons, etc. — grammar teachers will cringe, but the clean layouts will thank you
  • The exception is the use of question marks when we write interrogative headlines for our yearly WAVE campaign, “Stop Wondering. Start Wandering.”
  • One option is to give an old saying a new spin
  • Another is to use imperative phrases
  • Rhyming and alliteration are useful too, as long as the language is bold and paints a picture
  • Body copy should be distinctive, but approachable. The tone is neither fancy nor dumbed down. It conjures imagery and moments. It’s purposeful but still descriptive.
  • Write as if you’re speaking to a friend about an unexpected adventure.
  • Avoid cliches and describing things the same old way. Whether through clever turn of phrase or rich description, say things in fresh ways.
  • The language should be conversational.
  • Content may adjust for the audience, but our voice should remain consistent.
  • Retail promotions drive a large portion of our business, and communicating offers requires balance. Always highlight the value of the offer, but never make us sound tacky. We want to be sure we maintain the brand tone so we don’t lose our greatest selling point — one-of-a-kind, unforgettable adventures — in lieu of a value opportunity.
  • When marketing to travel partners, keep in mind that — though they may need a vacation of their own — this product is for their clients, not them. Again, destination is their business and they know it well, but feel free to be descriptive of ship features.
  • Frequently we let travel partners know just how grateful we are for their business. This should convey appreciation for their loyalty to the brand, and focus on our shared success.
  • CTAs are how we urge the reader to take the action we’re trying to drive. It can be direct, or it may feature a bit of brand tone, but remember that clarity is key.
  • CTA’s should have a maximum of 3 parts when Royal Caribbean speaks directly to consumers.
  • There is flexibility in determining which CTA style works for a particular communication — or if a CTA is necessary in a particular piece of work.
  • Trade collateral typically only drives to the agency, and we provide editable fields for travel partners to insert their info.
  • Avoid using “www.” in URLs — and be sure to initial cap your URL to help with ease of reading.
  • We’ve already mentioned the importance of travel partners to our business — for many consumers they’re the first step in booking a vacation. To show our appreciation and respect for these dedicated individuals, we no longer call them agents and instead use standardized language when speaking of them or to them.
  • Travel Advisor: This is the title we use any time we’re referring to travel agents in a communication to consumers or guests.
  • Travel Partner: When speaking directly to travel agents, we want to use this title to acknowledge their partnership in helping us deliver great vacations to their clients.
Brand Values
  • WE BELIEVE that life is best lived when filled with as much adventure as possible. So WE INSPIRE adventures that expand your horizons, bring you to life and connect you to people.
  • Being a seeker isn’t about age, demographic, or affinity for cruising — it’s about attitude. They are culturally curious, new experience-craving explorers who prioritize travel in their lives, finding deep, meaningful value in going new places and seeing new things. They travel to foreign places to learn about other cultures. They bring the whole family together to bond, grow, and gain new perspectives. They believe the collection of these experiences is a huge part of who they are and the identity they reflect to everyone around them.
  • More likely to seek adventure and new experiences when traveling on vacation.
  • Ideal feelings on vacation include excited, relaxed, rejuvenated and inspired.
  • Experiences make up their identity, long after the quick hit of the humble-brag goes away.
  • Motivated by new destinations, excellent food, learning about culture and personal growth.
  • First to try new things, and often influence their friends and family.
  • About 50% have kids, and want to provide their family with adventurous experiences.
  • Since launching in 2015, Come Seek has challenged cruising cliches with a distinct, clearly defined point of view. But this is not a campaign -it’s an invitation to embrace adventure.
  • Bold adventures deserve bold marketing.
  • Showcase new experiences of all sorts -new foods. new cultures and new ways of interacting with nature are all great options.
  • This is not a cruise -to make that claim, we have to back it up by depicting norm-defying experiences.
  • Come Seek is all about surprising people with unique, unexpected cultural adventures.
  • The ideal creative brings moments to life by conveying powerful emotions, like anticipation, bravery and joy.
  • Focus on featuring a diverse representation, rather than a single target.
  • We want to represent real moments with real people -not anything overly polished or staged.
  • BE REWARDING BE INTERACTIVE BE INTRIGUING BE EYE-OPENING
Visual Style
  • The Come Seek lockup should always be used with the corporate logo, but should never replace it or be placed directly beside it in layout.
  • NEVER change the color of the lockup. The lockup should only be used in white, navy or gray.
  • NEVER remove or rearrange parts of the lockup (whether in the horizontal or vertical version). or use any portion of the lockup in isolation.
  • NEVER place the Come Seek lockup and corporate logo side by side in layout. But be sure to provide ample hierarchy and contrast in size within the piece. See pages 56 & 64-68 for examples.
  • NEVER place the navy or gray Come Seek lockup over a photographic background. Rather. the image should be retouched to address any legibility concerns. If not possible, then an alternate image should be used.
  • Print: RAINFOREST (GREEN) OCEAN (BLUE) HIBISCUS (PINK) SUNRISE (YELLOW) SUNSET (ORANGE) • • • • • • • • • • • • • • • • • • 89 29 68 29 C 100 52 74 35 67 30 M 19 M M M M 90 M M 55 M M 95 M 100 M 100 M 75 M 35 M 22 M 16 M M 95 M 77 M 76 M 51 y 72 Y 100 71 Y 24 y y y 24 Y 21 Y 99 Y 100 Y 65 27 94 Y 97 Y 100 Y 100 K 60 K 18 K 18 K K 55 K K 16 K 20 K K 18 K K K K 28 K 15 K K PMS 343 383 7730 559 281 297 2125 277 520 7649 214 1915 1245 7549 141 7401 7620 7580 166 144
  • Web: RAINFOREST (GREEN) OCEAN (BLUE) HIBISCUS (PINK) SUNRISE (YELLOW) SUNSET (ORANGE) • • • • • • • • • • • • • • • • • • R R 168 R 20 R 173 R 29 R 60 R 72 R 113 R 77 R 153 R 211 R 239 R 199 R 249 R 255 R 255 R 154 R 183 R 227 R 237 G 73 G 173 G 133 G 202 G 30 G 176 89 G 197 G 45 G 17 22 G 74 G 145 G 194 G 213 G 240 G 17 49 82 G 139 B 53 B 52 B 184 83 B 224 B 163 B 232 B 125 B 84 B 116 B 129 27 B 10 B 115 B 195 B 21 44 B HTML 115740 A8A000 489560 ADCA88 131E29 71C5EB 5461C8 ABCAE9 642F6C 8A1B61 CE0F69 EF4A81 C69214 FF8500 F2C75C F5E1A4 B7312C C05131 E35205 ED8800
  • ONLY WRITE HEADLINES IN = WHITE, ALL CAPS & KAPRA REGULAR
  • TYPEFACE KAPRA REGULAR COLOR WHITE POINT SIZE* 50 LEADING The leading should be equal to the x height. KERNING 200
  • Font sizes for headline are based on an 8x10 ad and the sizes should be scaled proportionally.
  • SUBHEADS ARE SET IN ALL CAPS AND DARWIN BOLD.
  • TYPEFACE DARWIN BOLD COLOR WHITE NAVY BLUE (on white background) POINT SIZE 18 (+ 5) LEADING 23 KERNING 150
  • Body copy is set in Darwin Light on solid color backgrounds, and Darwin Regular on photographic backgrounds, to aid legibility. Body copy should be left aligned. In some cases, body copy that is 5 lines or less can be centered, with special attention to keep ragging even while while avoiding dashes or numbers on margins.
  • TYPEFACE Darwin Light (on solid color backgrounds) Darwin Regular (on photographic backgrounds) COLOR WHITE 85% BLACK (on white background) POINT SIZE 10 (+ 5) LEADING 15 KERNING 40
  • FULL BORDER USAGE COLOR FAMILIES NEVER mix Come Seek color families. Borders should be built from one family only so they don’t distract from the star of the show -our photography.
  • BORDER ORDER Consistency is key. NEVER rearrange or alter the order of the border colors. Please refer to page 27 for the correct color order.
  • BORDER DESIGN The color border and white border should be equal in width and height. All four color quadrants should be equal in height.
  • QUARTER BORDER AND COLOR BLOCK USAGE COLOR BLOCK COPY LEGIBILITY COLOR BLOCK PROPORTIONS NEVER use the yellow color family to build a color block -it makes it really hard to read the copy.
  • Our photography is the hero of our story. Make sure the image is always greater than (or at least equal to) the color block.
  • COLOR BLOCK PLACEMENT The color block should always go below (for vertical designs) or to the right (for horizontal layouts). We are telling a story and want to lead with our imagery.
  • Photography relies on a modern aesthetic, including GoPro-style imagery, unique angles, and distinctive cropping to create visual interest.
  • SHOW EMOTION If the viewer can relate to what the subject is feeling, the photography is doing its job.
  • DO NOT USE generic ship images that don’t highlight unique features, coastlines and angles.
  • DO NOT USE generic, expected settings, like a beach that could be anywhere.
  • DO NOT USE overtly staged or unrealistic shots and subjects.
  • Choose imagery that shows people encountering wildlife in their natural habitat, in an unobtrusive way. Never show them disturbing the animals.
  • DO NOT USE images that show captive wildlife or direct contact with wildlife in brand marketing materials.
  • The approach to food photography should be editorial in style. While a human element is fine, focus on the food, not the diners.
  • DO NOT USE staged pictures of people eating -palate-whetting food shots are more enticing.
Layout And Composition
  • The Come Seek lockup should always be used with the corporate logo, but should never replace it or be placed directly beside it in layout.
  • Visit pages 56 & 64-68 for how to use the Come Seek lockup in layout.
  • NEVER place the Come Seek lockup and corporate logo side by side in layout. But be sure to provide ample hierarchy and contrast in size within the piece. See pages 56 & 64-68 for examples.
  • See pages 55-56, 59-62 and 64-68 for examples of a full border in ads, flyers, posters and OOH.
  • NEVER mix Come Seek color families. Borders should be built from one family only so they don’t distract from the star of the show -our photography.
  • Consistency is key. NEVER rearrange or alter the order of the border colors. Please refer to page 27 for the correct color order.
  • The color border and white border should be equal in width and height. All four color quadrants should be equal in height.
  • The main triangle color on color palette page 23 should fill the color block.
  • The border color family should complement the photography it surrounds.
  • NEVER use the yellow color family to build a color block -it makes it really hard to read the copy.
  • Our photography is the hero of our story. Make sure the image is always greater than (or at least equal to) the color block.
  • The color block should always go below (for vertical designs) or to the right (for horizontal layouts). We are telling a story and want to lead with our imagery.
  • Whenever possible, full page ads should feature a full image. Just be sure cropping accounts for copy placement, headlines and logos.
  • On a full frame image, the caption should be centered at the top of the page.
  • When placing headlines, overlapping people is okay, but don’t cover their eyes.
  • If body copy is not legible over an image make every effort to retouch the image. Otherwise. refer to Colorblock ad layouts on pages 57-58.
  • Try to keep our corporate logo in the bottom right corner. like a sign-off.
  • Colorblock ads offer a clean solution for various challenges, including limited ad size, unusual dimensions, or photography that can’t accommodate a full image layout or retouching is not an option to make copy legible.
  • On vertical ads. the colorblock is always below the hero. On horizontal ads. it goes to the right of the hero.
  • On colorblock ads. the caption should be placed in the lower left corner of the image.
  • Spread ads offer greater visual impact through two consecutive pages of real estate within a publication, as well as space to tell a bigger story through more copy, or inset images, where appropriate.
  • When designing a spread ad. you can use either a full frame image across both pages. or a colorblock on the right third of the layout. In either case. body copy and additional copy elements. such as CTA, sailing info. etc. go on the right.
  • Headline placement depends on the layout. On the colorblock layout. it should always be placed on the left page. On full bleed layouts it can be arranged on either the left side. or right side above body copy-go with what works better for the image.
  • If using a full frame image, a full border runs along the full perimeter of the ad. For the colorblock layout. use the quarter border under the colorblock only.
  • If you apply inset images. use the colorblock layout and arrange the images over the block to avoid cluttering the hero.
  • Frequently, we’ll advertise with a Co-Op partner. This is how you execute a partner CTA using our brand’s preferred method.
  • The Royal Caribbean logo should be at the bottom right whenever possible
  • Any partner logos or accolades should appear next to the Royal Caribbean logo, scaled to an equal size
  • Brand creative should always take up at least two thirds of the overall visual space
  • Partner messaging -including visuals, CTA and contact information -can occupy up to one third of the real estate
  • Partner visuals, such as headshots, should take up no more than one quarter of the allocated partner space
  • Logos should be equal size. The Royal Caribbean logo = should not exceed 1/3 the width of the creative.
  • There’s a .25" white border around the hero area to allow travel partners to print on a standard 8.5 x 11° sheet.
  • Editable fields allow travel partners to customize the flyer with their agency contact info, and should be placed to the lower left beneath the CTA.
  • This example shows how we use the grayscale version of the Come Seek lockup to avoid competing with the offer lockup above. You could also use the navy option.
  • Posters and panel designs offer an opportunity to create visually impactful pieces that showcase strong imagery.
  • High level brand posters may feature the Come Seek lockup or a campaign headline centered over the hero image.
  • Keep the look clean. Accompanying copy elements or logos -aside from our corporate logo and a possible partner logo -are a no-go.
  • Out of home advertising is our ultimate upper-funnel opportunity. So make sure to focus on high level branding and feature vibrant, impactful imagery.
  • Frequently, we’ll use the Come Seek lockup in place of a headline.
  • The corporate logo should measure no less than one third the scale of the Come Seek lockup in horizontal layouts and one half the scale of the lockup in vertical layouts.
Co Branding
  • Frequently, we’ll advertise with a Co-Op partner. This is how you execute a partner CTA using our brand’s preferred method.
  • CTA should drive to the travel partner as indicated by the requestor
  • The Royal Caribbean logo should be at the bottom right whenever possible
  • Any partner logos or accolades should appear next to the Royal Caribbean logo, scaled to an equal size
  • In select instances, a Co-Op partner might want an expanded CTA to include visuals. Though it’s not common practice, this is how we would do that while still maintaining the brand’s look and feel.
  • Brand creative should always take up at least two thirds of the overall visual space
  • Partner messaging -including visuals, CTA and contact information -can occupy up to one third of the real estate
  • Partner visuals, such as headshots, should take up no more than one quarter of the allocated partner space
  • BRAND CREATIVE SHOULD OCCUPY 2/3 OF TOTAL VISUAL SPACE
  • PARTNER MESSAGING SHOULD OCCUPY NO MORE THAN 1/3 TOTAL VISUAL SPACE
  • Logos should be equal size. The Royal Caribbean logo = should not exceed 1/3 the width of the creative.
Digital Guidelines
  • All assets featured in the campaign guidelines are available on our Digital Library at RCCLLibrary.com. Here you can browse, preview, download and share assets. Below are some quick tips to get you started.
  • From the login page, click the Self Registration button and complete the form. Then scroll to read the User Agreement and check the box to confirm you agree to the terms. A temporary password will be emailed to you shortly.
  • Go to RCCLLibrary.com, click the Royal Caribbean logo and log in using your Digital Library username and password.
  • There are multiple ways to search for the assets you need.
  • To use the Keyword Search, type in some descriptive words (ex. “Harmony Flowrider”) in the text field in the upper right and click the magnifying glass icon.
  • For a broader search, you can Filter Your Results by clicking Assets, the second tab in the top left navigation bar. Here you can curate results by media type, region, ship names and ship categories.
  • Lastly, you can search by any Asset ID number, many of which are referenced in these guidelines.
  • RCCLLibrarv.com is intended for internal use only.
  • Whenever possible, full page ads should feature a full image. Just be sure cropping accounts for copy placement, headlines and logos.
  • On a full frame image, the caption should be centered at the top of the page.
  • When placing headlines, overlapping people is okay, but don’t cover their eyes.
  • If body copy is not legible over an image make every effort to retouch the image. Otherwise. refer to Colorblock ad layouts on pages 57-58.
  • Accolades should be applicable to the publication and audience. Try to keep our corporate logo in the bottom right corner. like a sign-off.
  • Here’s the proper order: ship name in the lead. followed by itinerary and departure port. Ports of call and pricing can also be added following that. as needed.
  • Trim Size: 8.375" x 10.75"
  • Colorblock ads offer a clean solution for various challenges, including limited ad size, unusual dimensions, or photography that can’t accommodate a full image layout or retouching is not an option to make copy legible.
  • On vertical ads. the colorblock is always below the hero. On horizontal ads. it goes to the right of the hero.
  • On colorblock ads. the caption should be placed in the lower left corner of the image.
  • Trim Size: 7.625" x 4.875"
  • Trim Size: 9" x 5.25"
  • Trim Size: 8.125" x 10.875"
  • Spread ads offer greater visual impact through two consecutive pages of real estate within a publication, as well as space to tell a bigger story through more copy, or inset images, where appropriate.
  • When designing a spread ad. you can use either a full frame image across both pages. or a colorblock on the right third of the layout. In either case. body copy and additional copy elements. such as CTA, sailing info. etc. go on the right.
  • Headline placement depends on the layout. On the colorblock layout. it should always be placed on the left page. On full bleed layouts it can be arranged on either the left side. or right side above body copy-go with what works better for the image.
  • If using a full frame image, a full border runs along the full perimeter of the ad. For the colorblock layout. use the quarter border under the colorblock only.
  • If you apply inset images. use the colorblock layout and arrange the images over the block to avoid cluttering the hero.
  • Trim Size: 17" x 10.875"
  • Frequently, we’ll advertise with a Co-Op partner. This is how you execute a partner CTA using our brand’s preferred method.
  • CTA should drive to the travel partner as indicated by the requestor
  • The Royal Caribbean logo should be at the bottom right whenever possible
  • Any partner logos or accolades should appear next to the Royal Caribbean logo, scaled to an equal size
  • Trim Size: 8" x 10.75"
  • In select instances, a Co-Op partner might want an expanded CTA to include visuals. Though it’s not common practice, this is how we would do that while still maintaining the brand’s look and feel.
  • Brand creative should always take up at least two thirds of the overall visual space
  • Partner messaging -including visuals, CTA and contact information -can occupy up to one third of the real estate
  • Partner visuals, such as headshots, should take up no more than one quarter of the allocated partner space
  • BRAND CREATIVE SHOULD OCCUPY 2/3 OF TOTAL VISUAL SPACE
  • PARTNER MESSAGING SHOULD OCCUPY NO MORE THAN 1/3 TOTAL VISUAL SPACE
  • Logos should be equal size. The Royal Caribbean logo = should not exceed 1/3 the width of the creative.
  • Consumer-facing flyers offer travel partners a tool that’s easy for them to customize and print.
  • There’s a .25" white border around the hero area to allow travel partners to print on a standard 8.5 x 11° sheet.
  • Editable fields allow travel partners to customize the flyer with their agency contact info, and should be placed to the lower left beneath the CTA.
  • This example shows how we use the grayscale version of the Come Seek lockup to avoid competing with the offer lockup above. You could also use the navy option.
  • Trim Size: 8.5" x 11"
  • Posters and panel designs offer an opportunity to create visually impactful pieces that showcase strong imagery.
  • High level brand posters may feature the Come Seek lockup or a campaign headline centered over the hero image.
  • Keep the look clean. Accompanying copy elements or logos -aside from our corporate logo and a possible partner logo -are a no-go.
  • Trim Size: 24" x 36"
  • Out of home advertising is our ultimate upper-funnel opportunity. So make sure to focus on high level branding and feature vibrant, impactful imagery.
  • Frequently, we’ll use the Come Seek lockup in place of a headline.
  • The corporate logo should measure no less than one third the scale of the Come Seek lockup in horizontal layouts and one half the scale of the lockup in vertical layouts.
🐛 Report