BRAND WORLD

AZAMARA® BRAND WORLD

CONTENTS

INTRO 03
BRAND DNA - WHAT MAKES US, US 04
A DESTINATION IMMERSION® EXPERIENCE 08
CONTENT APPROACH 12
BRINGING THE BRAND WORLD TO LIFE 14
VOICE & WRITING PHILOSOPHY 15
WRITING EXAMPLES 16
IMAGERY 19
FILM AND AUDIO 21
VISUAL IDENTITY 22
PHOTO TREATMENT 46
LAYOUT PRINCIPLES 49
CREATIVE EXECUTIONS 52

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A Z A M A R A ®C L U B C R U I S E S BRAND
BRAND
GUIDELINES
WORLD

THE PURPOSE
OF THIS BOOK
To provide the tools needed to deliver high-level creative with
complete consistency regardless of platform, presentation,
latitude or longitude.

To establish the way Azamara looks, sounds and behaves in a

meaningful and authentic way.

To serve as a guideline for our global approach to content,

storytelling, and visual identity.

This book has multiple purposes for multiple audiences:

–For Republica Havas: Define content strategy and framework

to reflect brand evolution.
–For Azamara: Establish long-term brand guidelines that exist
beyond creative communications.
–For Communications Partners: Offer consistency for
partner-generated content by providing guidelines.

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A Z A M A R A ®C L U B C R U I S E S BRAND GUIDELINES

BRAND DNA

WHAT MAKES
US, US

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AZAMARA® BRAND DNA

WE GO FURTHER
SMALLER, LESS-TRAVELED PORTS

WE STAY LONGER
OVERNIGHT STAYS

WE OFFER
UNRIVALED
DESTINATIONS

WE CREATE
TRANSFORMATIONAL
OVER
1,700
LAND PROGRAMS

EXPERIENCES
ACROSS
40+
COUNTRIES*

*Number of land programs and countries from 2019.

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AZAMARA® BRAND DNA

OUR TRAVELER
EMPTY NESTERS WITH AN EXPLORER MINDSET

Our travelers are a cultured group, seen as worldly and These generous and unpretentious individuals prefer to
knowledgeable, and are motivated by enriching their life travel with fellow adventurous spirits, regarding their travel
experience. They are active, middle-aged retirees with an experiences as integral parts of their identity.
explorer mindset who travel the world to learn about other They have the means to indulge in the finer side of
cultures and to gain new perspectives. Don’t let their age traveling, and have the time to fully immerse themselves in
fool you; they’re driven by exploring new destinations, new cultures. When the inspiration for travel hits them, they
meeting new people, and feeling youthful. begin researching places first and method of travel second.

WHO ARE THEY?

83% ARE AGE 55+ 35%+ ARE REPEAT CRUISERS

66% ARE MARRIED MAJORITY RETIRED OR CLOSE TO RETIREMENT

80%+ BOOK WITH TRAVEL AGENTS AVERAGE BOOKING WINDOW 9.5 MONTHS IN ADVANCE

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AAZZAAMMAARRAA® C L U B C R U I S E S BRAND GUIDELINES

A DESTINATION
IMMERSION®
EXPERIENCE
OVERVIEW
BRAND POSITIONING STATEMENT

Connect people with people, people with cultures, and

people with themselves, by enabling them to look at life
with a new perspective.

H O N I N G I N O N E X P LO R AT I O N
In this way, we differentiate ourselves from our competitors while continuing to
appeal to a slightly younger demographic without alienating our core consumer.

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A Z A M A R A ®C L U B C R U I S E S BRAND GUIDELINES

A DESTINATION IMMERSION® EXPERIENCE

VENTURE BEYOND THE SEA WITH MORE TIME AND CRAFTED EXPERIENCES
TO CONNECT TO LOCAL LIFE AND CULTURE.

BEST IMMERSIVE ITINERARIES BEYOND THE SEA BOUTIQUE HOTEL AT SEA

– Worldwide destinations – Most comprehensive pre/post collection in – Inclusive amenities

– Ports bigger ships can't visit cruise industry – Up-market, intimate ships
– Convenient docking, closest to city centers – Complimentary AzAmazing Evenings® – Contemporary design
– Longer stays, more overnights – Authentic, local shore excursions – Friendly, personalized service
– Country-IntensiveSM voyages – Immersive overnight experiences – Destination-focused programming
– World events and specialty voyages

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AZAMARA® A DESTINATION IMMERSION® EXPERIENCE

UNIQUE EXPLORATIONS

BEST IMMERSIVE
ITINERARIES
It’s not enough to see something. You have to smell it, hear it, taste it, and most of all, feel it. Azamara
bridges an active, engaging and immersive experience for those who are looking to dive into destinations.
It’s a deep, cultural venture.

WHAT WE MUST DO THE OBJECTIVE

UNIQUE EXPLORATIONS
We do this by highlighting our worldwide Become the ultimate culture
destinations, our ports of call that bigger connoisseurs of the cruise world,
ships can’t visit, and our convenient docking offering consumers the best in in-
close to city centers. We also aim to showcase depth experiences.
that we offer our guests unprecedented
opportunities for authentic adventures —
all through our late-night and overnight stays,
Country-Intensive Voyages, and specialty
SM

voyages that offer insider access to the world’s

most exclusive events.

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AZAMARA® A DESTINATION IMMERSION® EXPERIENCE

UNPARALLELED DESTINATIONS

BEYOND
THE SEA
Nothing we do is run-of-the-mill. We offer a curated yet flexible itinerary with idyllic
scenery, breathtaking views, and extended stays at smaller, less-traveled ports.

WHAT WE MUST DO THE OBJECTIVE

Cruisers are well-versed in typical ports of call, and Be known as the go-to choice for
our goal is to challenge the norm. We do this by unexpected and alluring exploration,
highlighting our diverse and multi-faceted offerings, offering consumers new perspectives on
such as our complimentary AzAmazing Evenings® locations they’ve grown to love and those
and authentic shore excursions. We also aim to they have yet to discover.

UNPARALLELED DESTINATIONS
showcase the depth with which we explore each
destination, specifically through our comprehensive
portfolio of land programs - the largest selection
of pre- and post-voyage programs in the cruise
industry, as well as our immersive Overnight
Experiences. With these key differentiators in mind,
we can stand out from the one-size-fits-all options
our competitors provide.

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AZAMARA® A DESTINATION IMMERSION® EXPERIENCE

AUTHENTIC SERVICE

BOUTIQUE
HOTEL AT SEA
Our ships enable a world of exploration and our service spans beyond. The Azamara experience
permeates from onboard with our top-tier crew, premier service, and fleet of boutique ships to
carefully curated land experiences with some of the world’s most renowned tour operators.

WHAT WE MUST DO
Deliver immersive experiences on board and SHIPS - Up-market, intimately-sized ships
on land. Our target’s onboard experience must featuring facilities in impeccable working
match the fascination they encounter when conditions that are well-maintained, boast
they are on land. contemporary style, and offer modern services
and amenities. Onboard events feature unique,
THE OBJECTIVE destination-focused programming.
Garner a reputation for delivering the most

AUTHENTIC SERVICE
authentic onboard experience. INCLUSIVE AMENITIES
SERVICE - Excellent standard of service An impressive roster of inclusive amenities,
in staterooms, restaurants, bars, all other increasing with each stateroom category.
facilities, and tour operator partnerships. All guests will enjoy included gratuities; select
Also, a qualified, welcoming staff that offers standard spirits, international beers, and wines;
friendly, personalized service beyond bottled water, soft drinks, specialty coffees and
expectations from the first point of contact to teas; self-service laundry; shuttle service to and
the end of the voyage. from port communities; concierge services; and
one complimentary AzAmazing Evening® on
each voyage.

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A Z A M A R A ®C L U B C R U I S E S BRAND GUIDELINES

CONTENT
APPROACH

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AZAMARA® BRINGING THE BRAND WORLD TO LIFE

BRAND TERRITORY

MANIFESTO

The initial layers of a city, including its people, buildings and shops, can be
seen by anyone, with each person having a similar view.

But inspiration is found deeper. Past the surface. Beyond the shoreline.

It’s found by viewing the world with a fresh perspective, by connecting with
local people and their customs, and by daring to venture further inland than
ever before.

It’s about experiences that reveal unfamiliar scents, melodies unheard,

textures untouched, and locals who soon become friends.

Immerse yourself in the exploration of new cultures. Discover hidden

gems — a deeper world within the world — while at the same time
discovering more about yourself.

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AZAMARA® BRINGING THE BRAND WORLD TO LIFE

TAGLINE
–Smaller ports allow for –Experiences that enrich life –You can do more with extended –Adds depth to the idea
exploration –Voyage mindset and overnight stays of traveling
–Active, unlike other cruises –Venture beyond the sea –Suggests an immersive –Hints at no boundaries
(no-cruise cruise line) and further inland with experience –Worldly
land programs

Explore Further
DO AVOID
SM
– The tagline always stands alone at the end of the body copy – Don’t weaken the trademark by using as a verb or verb
– Use it to give a punch after discussing all the features, to phrase
emphasize that it’s a brand identifier – Stay away from using the phrase “explore further” in the
– Always include the trademark symbol SM (Capital S & M) body copy of paragraphs. For example, don’t write:
– Using the word “Explore” in copy and headlines is Azamara takes you beyond the photos, so you can
acceptable, as long as the phrase Explore Further is not explore further
used within the same body of copy

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AZAMARA® BRINGING THE BRAND WORLD TO LIFE
VOICE & WRITING PHILOSOPHY

DATE FORMATS
IN BODY COPY IN CHARTS

In body copy we use the is already clear such as in flash In charts we use the European date format (date-month-year)
American date format (month, sales when our guests will already separated by dashes.
date, year) separated by commas. know that time is limited. But when
For promotions, it is not necessary referring to specific voyages, always For example, we can use 2-Oct-2019, if space permits.
to write the year when speaking write out the full date, including If space is limited, we can shorten the year to: 2-Oct-19.
of promo end dates, unless time the year.

PHOTO LOCATION CAPTIONS

U.S. INTERNATIONAL

The format is city, state initials, and The format is city, country.
country initials. i.e., Miami, FL, U.S. i.e., Milan, Italy

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AZAMARA® BRINGING THE BRAND WORLD TO LIFE
VOICE & WRITING PHILOSOPHY

NAMING CONVENTIONS

AZAMARA TRI-BRANDED - U.S. TRADEMARKS

UPDATED AUGUST 4, 2017

TRADEMARK SYMBOL TRADEMARK SYMBOL EXPIRED MARKS SYMBOL

SM
® YOU'LL LOVE WHERE WE TAKE YOU
®
AZAMARA
® CHOICEAIR
®
AZAMARA CLUB CRUISES
® CRUISECARE
®
AZAMARA JOURNEY
® MYCRUISE
®
AZAMARA QUEST
® SAVE THE WAVES
®
AZAMARA PURSUIT SM
SEAPASS
®
JOURNEY
® THE WILDERNESS EXPRESS
®
QUEST
®
DESTINATION IMMERSION
®
AZAMAZING EVENINGS
®
CRUISE GLOBAL. EAT LOCAL
® AZAMARA – PENDING - U.S. TRADEMARKS
LAND DISCOVERIES
® UPDATED JANUARY 11, 2018

LONGER STAYS. MORE OVERNIGHTS. NIGHT TOURING.

® PENDING MARKS SYMBOL

NIGHTS AND COOL PLACES

® COUNTRY INTENSIVE VOYAGES SM

THINK OUTSIDE THE SHIP

® BOUTIQUE HOTEL AT SEA SM

STAY LONGER. EXPERIENCE MORE. SM

CRUISE GLOBAL. BIKE LOCAL SM

CRUISE GLOBAL. CONNECT LOCAL. SM

CRUISE GLOBAL. SHOP LOCAL SM

EXPLORE FURTHER SM
LE CLUB VOYAGE SM

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AZAMARA® BRINGING THE BRAND WORLD TO LIFE
IMAGERY

RULES
DO AVOID
–Always seek depth and dimension; images should never feel flat –Shots where many tourists are present
–Use vibrant, colorful images –Clichés
–Select images that feel authentic
–Use alternative, original perspectives of typical locations

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 AZAMARA® BRINGING THE BRAND WORLD TO LIFE
FILM AND AUDIO

FILM AUDIO

–We explore the world from the point of view of ANTHEM MUSIC
the spectator. –Friendly tones that are not pretentious or epic.
–We use wide shots to capture the depth of landscapes –Creates excitement for the Azamara experience.
and close-ups that allow us to feel even the smallest –Inspiring beats reminiscent of the explorer mindset.
details that make each culture unique. –Medium to high energy.
–Colors must always be vibrant and never be dull.
–We use slow-motion shots in some scenes to evoke
memories and allow one to relish intimate moments.
DESTINATION MUSIC
–Reflects the feeling of a specific destination.
–Sounds and rhythms are relevant to the theme.
–Is consistent with brand personality and tone.
–Complements storytelling and does not overpower the
voice of our storyteller.

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A Z A M A R A ®C L U B C R U I S E S BRINGING THE BRAND
BRAND
WORLD
GUIDELINES
TO LIFE

VISUAL
IDENTITY

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AZAMARA® BRINGING THE BRAND WORLD TO LIFE
VISUAL IDENTITY

STORY OF THE

LOGO
Our logo is comprised of three main elements: land, sea, and
star. The main visual component of our logo is an open world,
depicted by two artistic strokes that create a Modern Art
aesthetic. The left stroke of the “world” represents the Earth
and our extensive land program offerings. The right stroke
represents the sea and the vastness that Azamara crosses.

The third component of our logo is the star, paying homage to

our brand’s earliest roots. The name “Azamara” was inspired
by “Acamar,” a star revered by the ancient Greeks, as it was the
brightest in the southern sky. Similar to the North Star, our star
serves as a navigational beacon of light, guiding us as we cross
extensive paths over both land and sea.

Altogether, the land, sea, and star represent Azamara’s mission

of connecting guests to unique explorations in unparalleled
destinations across the planet.

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AZAMARA® BRINGING THE BRAND WORLD TO LIFE
VISUAL IDENTITY

CORPORATE LOGO

PRIMARY LOGO

This is the primary logo and symbol that

identifies us throughout the world as a leading
destination travel partner. Implement the logo
according to the guidelines in this document.
When you need to reproduce the Azamara
logo, use approved artwork. CENTER STACKED RECOMMENDED MINIMUM SIZE

SECONDARY LOGO

The secondary logo configuration may be used

when there are vertical height limitations, such
as horizontal web banners. The primary logo
is always preferred when space limitations are
not an issue. LEFT ALIGNED RECOMMENDED MINIMUM SIZE

LEGAL MARKS

For the U.S. market, the full version of the

logo will feature two legal marks — the symbol
must always be accompanied by the SM
symbol and the typographic section of the logo
(AZAMARA) must always be accompanied by
the ® symbol. 24
AZAMARA® BRINGING THE BRAND WORLD TO LIFE
VISUAL IDENTITY

CORPORATE LOGO

LOGO CLEAR SPACE

To create greater visual impact and ensure audience recognition, keep the area around the logo uncluttered.
No element that appears with the logo should be closer than the height of the letter “A” in AZAMARA.

CLEAR SPACE EQUALS THE HEIGHT

OF THE LETTER “A” IN AZAMARA.

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AZAMARA® BRINGING THE BRAND WORLD TO LIFE
VISUAL IDENTITY

CORPORATE LOGO

LOGO REPRODUCTION ON PHOTOGRAPHIC

AND COLORED BACKGROUNDS INCORRECT LOGO USAGE

When the Azamara logo is reproduced on a colored background, including on To maintain the integrity of our logo, it is vital to avoid any variation in its appearance.
top of a photograph, optimum contrast is important to ensure readability. Use When reproducing the Azamara logo, please use only the approved artwork.
your good judgment to determine whether the reversed white type or the dark
blue type version of the logo is preferable.

Do not place the logo onto an Do not confine the logo Do not alter the configuration
image or background in which inside a shape. of the logo elements.
logo legibility or distinction of the
icon can get lost.

AZAMARA LOGO WITH REVERSED WHITE TYPE ON DARK BACKGROUNDS

AZAMARA

Do not alter any of Do not use the logo Do not alter any of
the logo fonts. typography without the logo colors.
the globe symbol.

AZAMARA LOGO WITH DARK BLUE TYPE ON LIGHT BACKGROUNDS

Do not use drop shadows on the

logo. Retouch the background
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image to accommodate the
logo’s visibility.
AZAMARA® BRINGING THE BRAND WORLD TO LIFE
VISUAL IDENTITY

EMBROIDERY LOGO

This version of the logo should only be used

for embroidery on fabrics; do not use this
version on the logo for any other materials
or communications.

CENTER STACKED

LEFT ALIGNED

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AZAMARA® BRINGING THE BRAND WORLD TO LIFE
VISUAL IDENTITY

COLOR PALETTE

BLUE TURQUOISE WHITE GRAY LIGHT GRAY

RGB 0, 32, 91 RGB 0, 171, 194 RGB 255, 255, 255 RGB 99, 100, 102 RGB 242, 242, 242
CMYK 100, 85, 5, 36 CMYK 84, 0, 18, 0 CMYK 0, 0, 0, 0 CMYK 0, 0, 0, 75 HEX F2F2F2
HEX 00205B HEX 00ABC2 HEX FFFFFF HEX 636466

PMS 281

USAGE –Logo –Logo –Headlines –Body copy –Footer background

–Subheadlines –Email module in email marketing
–Alternative headline backgrounds pieces
–Stay Local

PURPLE LIGHT BLUE GREEN

RGB 121, 120, 144 RGB 178, 219, 224 RGB 108, 152, 147
CMYK 57, 51, 29, 4 CMYK 29, 2, 12, 0 CMYK 60, 27, 42, 2
HEX 797890 HEX B2DBE0 HEX 6C9893

LAND PRODUCTS
COLOR PALETTE

USAGE –Overnight Experiences –AzAmazing Journeys –Land Journeys

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AZAMARA® BRINGING THE BRAND WORLD TO LIFE
VISUAL IDENTITY

TYPOGRAPHY

BRAND TYPEFACES

ESMERALDA PRO
–Serif
–Ornamental
Esmeralda Pro
With overnight stays and docking at smaller, less-traveled ports,
Usage
Azamara invites you to step ashore as an insider. Explore Further SM
–Headlines
–Subheadlines

TYPOGRAPHY USAGE EXAMPLE

BIOTIF
–Sans-Serif
–Geometric
Biotif
Usage
–Body Copy
–Subheadlines
(Refer to page 31
for complete
typography hierarchy)

FALLBACK FONTS
For mediums where custom fonts
or web fonts are not supported,
Times New Roman –Subheadlines

fallback fonts must be used.

i.e., HTML, etc.
Arial Regular –Subheadlines
–Body Copy
–Buttons

Arial Bold 29
AZAMARA® BRINGING THE BRAND WORLD TO LIFE
VISUAL IDENTITY

AMENITIES AND WHY AZAMARA ICONS

USAGE
Collateral materials
(both digital and print)

ACCESS THE INCLUSIVE AMENITIES FILES BELOW: ACCESS THE WHY AZAMARA FILES BELOW:

VISUAL ICONS TEXT ICONS VISUAL ICONS TEXT ICONS

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AZAMARA® BRINGING THE BRAND WORLD TO LIFE
VISUAL IDENTITY

LAND PROPOSITION ICONS

USAGE
Collateral materials
(both digital and print) where
there is land product content

WHY LAND ! AZAMARA

Journey deeper into destinations before or after your voyage

Intimate Best-of-the-Best Custom-Designed Local Independent First-Class Tour Awe-Inspiring Wonders

Groups Accommodations Itineraries Travel Experts Directors & Guides from Around the World
Average group size 4 to 5 star hotels, Tailor-made, curated Award-winning bespoke Dedicated to ensuring See the world from
of 12-24 guests. castles, glamping, land experiences. travel companies. a seamless experience.* different vantage points.
and more.

ACCESS THE FILES BELOW:

STACKED ICONS HORIZONTAL ICONS

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AZAMARA® BRINGING THE BRAND WORLD TO LIFE
VISUAL IDENTITY

SHORE EXCURSION ICONS

USAGE
Digital: Web and e-mail

ACCESS THE FILES BELOW:

STACKED ICONS HORIZONTAL ICONS

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AZAMARA CLUB CRUISES BRAND GUIDELINES

BRAND WORLD

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