cunard guidelines usa

T H E M O S T F A M O U S O C E A N L I N E R S I N T H E W O R L D ®

C U N A R D B R A N D G U I D E L I N E S

T H E A M E R I C A S

Contents


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C O N T E N T S

Page

Introduction 3

Brand Positioning 4

Brand Pillars 5

Brand Mission 6

Brand Personality 6

Brand Attributes 7

The Cunard Colours 8

Identity Applications 9-16

Typography 17

Copywriting Style 18

Terminology 19-20

Master Brand Brochure Covers 21

Sample Templates 22-28

Brand History 29-30

Marketing Approval 31


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Contents

Welcome to the Cunard Brand Guidelines.

This information has been designed and presented to ensure that the Cunard brand is marketed in an appropriate and consistent manner. It is essential that the heritage, quality, elegance and reliability of one of the world’s leading brand names is upheld and adhered to in all circumstances.

To help guide you, we have separated the information into distinct, user-friendly sections.

You’ll find everything from Brand History & Positioning, Identities and Typefaces, Colour and Photography to sample Templates, Stationery and rules surrounding the use of any Cunard material.

Please read these guidelines carefully and ensure that they are implemented as rigorously as possible.

Thank you in advance for your cooperation.


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B R A N D P O S I T I O N I N G

T H E C U N A R D B R A N D

What is the Cunard brand and what does it stand for?

It is essential that the Cunard brand should be visible, tangible and reflect a premium level of service at all stages within the customer journey. From the moment a guest books to embarkation, to the meals served, and the look of the menus – the quality should be globally representative of the positioning below:

BRAND POSITIONING

BRAND PILLARS The Most Famous Ocean Liners in the World.This is the overarching Brand Truth and is underpinned by the five brand pillars:• Legacy & Tradition• Grandeur & Elegance• British• Sense of Community• Legendary Voyages

BRAND MISSION To fulfil aspirational dreams and deliver Cunard’s tradition of excellence at sea.

BRAND PERSONALITY Sophisticated and glamorous – for cultured travellers from around the world.

BRAND ATTRIBUTES With the Youngest Fleet in the World, Cunard offer classic traditions combined seamlessly with 21st century luxury and a host of innovational firsts.


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B R A N D P I L L A R S


Brand Pillars make up the special features which distinguish Cunard from our competitors and increase our competitive advantage in a busy marketplace. They have been established through sound research and analysis and are reinforced by our various on-board activities and programmes.

T H E M O S T F A M O U S O C E A N L I N E R S I N T H E W O R L DThis is the overarching Brand Truth and is underpinned by the five brand pillars:

LEGACY & TRADITIONA famous and trusted brand, delivering the finest traditions of the golden age of quality ocean travel

GRANDEUR & ELEGANCEIconic ships, glamour and elegance in all we do

BRITISH‘Proper’ British signatures evident in all we do

SENSE OF COMMUNITYCunard provides the opportunity for guests to meet and bond with similar types of

people who enjoy doing similar things. The guest becomes a true ‘Cunarder.’

LEGENDARY VOYAGESTransatlantic Crossings – Cunard operates the only scheduled service today.

Cunard introduced the World Cruise concept in 1922 – and travellers aspire to sail with Cunard.Inspirational – each voyage becomes a uniquely memorable experience to those who sail.


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B R A N D M I S S I O N

B R A N D P E R S O N A L I T Y


To fulfil aspirational dreams and deliver Cunard’s tradition of excellence at sea

To sail on a Cunard ocean liner, is to fulfil a dream. From exceptional levels of service and luxury on board to the thrill of being greeted by crowds of excited shoreside spectators – a Cunard ocean voyage is a reminder that the journey is as much a reason to travel as the destination itself.

Sophisticated and glamorous – for cultured travellers from around the world

With glamorous associations and a litany of regal and famous guests, Cunard has an international appeal unparalleled around the world. Renowned for fame, sophistication and trustworthiness – Cunard’s world famous ocean liners have become modern day icons of British heritage.


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B R A N D A T T R I B U T E S

Classic traditions combined seamlessly with 21st century luxury & innovational firsts

THE YOUNGEST FLEET IN THE WORLD – With the arrival of Queen Elizabeth, the three largest Cunarders ever built comprise the most modern fleet to grace the ocean waves.

TRANSATLANTIC CROSSING – The hallmark of Cunard. Perfectly designed to forge her way across the Atlantic, Queen Mary 2 continues Cunard’s tradition as the only operator to offer a regular service to and from New York.

THE MOST FAMOUS OF WORLD VOYAGES – Annually circumnavigating the globe, Cunard offers a host of options from Full World Voyages to shorter sectors.

WHITE STAR SERVICE™ – Impeccable service, honed to perfection for more than a century and a half, is the cornerstone of Cunard’s tradition. From the signature white gloved greeting on embarkation, to award-winning dining and the quintessentially British tradition of Afternoon Tea – nothing quite rivals this experience of gracious hospitality.

THE GRILLS EXPERIENCE – Discover an outstanding realm of privilege and luxury. Besides the lavishly appointed suites and intimate ambience of the Grill dining which has long been rated the best anywhere at sea by Berlitz, it means flowers, your own quiet spot on a private deck, embarkation and disembarkation on a priority basis and butler service in the top suites.

FORMALITY AND GRANDEUR – Grand ballrooms with some of the largest dance floors at sea, glittering production shows in full-size theatres, magnificent restaurants with sweeping staircases – all providing the perfect backdrop for glamorous black-tie evenings.

CUNARD INSIGHTS® – Cunard Insights is Cunard Line’s on-board enrichment programme, introducing guests to stimulating experts and accomplished visionaries who reflect the line’s heritage of adventure and prestige. Through a series of lectures, Q&A’s, debates, social gatherings, and workshops, guests will connect with personalities who have achieved notable distinction in areas including history, world affairs, science, politics, arts and literature.


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V I S U A L E L E M E N T S

T H E C U N A R D C O L O U R S

We have adopted the following Cunard colour palette to present a uniform look for the brand and to give a clear identity to the individual ships.

Although the selection of colours appear simple, we should by no means take them for granted. Users of these guidelines should be aware that colours are and can be dramatically different when applied to a variety of materials. Care must be taken when quality controlling any of the many forms of print and colour outputting.

Below is an illustration of the colours used and their respective breakdowns.

BRAND COLOURS

Pantone CMYK RGB Web

C M Y K R G B Hex value

n Cunard Red 485 0 95 100 0 254 0 51 FF0000

n Cunard Black Process Black 0 0 0 100 0 0 0 000000

n Cunard Gold 872 30 40 100 0 173 143 90 9B8449

n On board Maroon 504 70 100 100 35 87 41 50 572932

SHIP COLOURS

Pantone CMYK RGB Web

C M Y K R G B Hex value

n Queen Mary 2 195 30 100 70 30 42 13 17 660000

n Queen Victoria 268 60 70 0 35 13 12 42 330066

n Queen Elizabeth 295 100 80 8 54 0 32 79 00204F


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I D E N T I T Y A P P L I C A T I O N S

T H E C U N A R D I D E N T I T Y

BRAND IDENTITY

Cunard has a SINGLE identity for the Cunard brand known as the Master Brand identity which contains the following elements. The Crest and Cunard elements of the Master Brand identity should appear at least once on every piece of brand communication. The Most Famous Ocean Liners in the World strapline should be included where size or design allows.

SHIPS’ REGISTRY

A ship’s registry must appear on all material printed in the United States that advertises voyages on that particular ship. This is a requirement of the U.S. Coast Guard. When referring to specific ships, use the appropriate registry as indicated:

Great Britain Registry Queen Mary 2® Queen Victoria® Queen ElizabethTM

© 2010 Cunard Line. Ships registry: Great Britain

SHIPS’ TRADEMARKS

Trademark symbols must appear with the ship name at the first mention on the copy and in the first most prominent position in all material printed in the United States. As with our identity, Cunard®, each of our ship names is trademarked:

Queen Mary 2® Queen Victoria® Queen ElizabethTM

OTHER TRADEMARKS

Trademarks must appear at first mention in the copy and in the first most prominent position inall material printed in the United States.

Cunard® Line • Britannia® Club Restaurant • Cunard® Royal Spa & Fitness Centre Britannia® Restaurant • Cunard World Club® • Canyon Ranch SpaClub® • Illuminations® • Caronia® Restaurant

Mauretania® Restaurant • Connoisseur Collection® • Cunard® • The Cunarder® • CunardCare®The Most Famous Ocean Liners in the World® • Cunard ConneXions® • Veuve Clicquot® Champagne Bar

Cunard Insights® • White Star ServiceTM • Cunard’s Kids ProgrammeTM

Non USA Producers - please contact your local Cunard Marketing contact (see page 31) for the full list of registrations and trademarks which are relevant to non USA countries.

The Crest

Cunard

The Strapline


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IDENTITY VARIATIONS

Stacked – Where space allows, this is the preferred configuration for all Marketing and promotional communication pieces. The strapline must be removed if appearing under 7pt.

Horizontal – This configuration is predominantly used for corporate stationery and paperwork, or alternatively where space does not allow for the stacked configuration. The strapline must be removed if appearing under 7pt.

ALL collateral should feature a Cunard logo.

MINIMUM SIZES

The following minimum sizes apply to the Master Brand identity:

Stacked version

Stacked version with strapline Min. width: 1.50in (38mm)

Stacked version with no strapline Min. width: 0.71in (18mm)

(unless used on brochure cover, see p23 & p26)

Horizontal version with no strapline Min. width: 1.42in (36mm)

Crest (when used separately) Min. width: 0.35in (9mm)

Horizontal version

Horizontal version with strapline Min. width: 2.30in (58mm)


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CLEAR SPACE AROUND THE MASTER BRAND IDENTITY

The Master Brand identity should have the following minimum amounts of space around it. The width of the ‘C’ forms the clear space.

WHITE SPACE AROUND THE MASTER BRAND IDENTITY

The Master Brand identity should have the following minimum amounts of space around it. The width of the ‘C’ forms the white space.

To download usable versions of these logos, please go to www.cunardguidelines.com

http://www.cunardguidelines.com


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THE MONO VERSION OF THE MASTER BRAND IDENTITY

Where full colour reproduction of the Master Brand identity is not available, the mono version should be used:

THE WHITE VERSION OF THE MASTER BRAND IDENTITY

Where the background does not contrast sufficiently strongly with the full colour Master Brand Identity, the white version should be used:


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SHIP IDENTITIES

The horizontal version is the only configuration which can be used. The identity may be used with or without the Cunard name. Colour variations and minimum sizes are illustrated on page 14. Ship names must only ever be in gold (correct Pantone or CMYK breakdown), and Cunard where used, in red. The ship colours shown on page 8 should not be used for the ship names. Ship names can be used on their own on front covers as long as a Cunard logo appears on the page. Inside pages can feature ship names on their own, as well as with the Cunard Crest.


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C U N A R D


MINIMUM SIZES

COLOUR VARIATIONS

USE OF SHIP NAMES WITH THE CREST

Min. height when used with Cunard name: 0.31in (8mm)

Mono version for use where full colour or gold are not available

The space between crest and ship logo is the equivalent width of two ‘N’s

Min. height when used without Cunard name: 0.28in (7mm)

White version, for use where background does not provide sufficient contrast with full colour version


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COLOURThe official Cunard colours must be used in all full colour pieces with the exception of Cunard corporate colour backgrounds where white-out versions may be used as an alternative (or where a white-out identity will be more appropriate).

MERCHANDISINGAll plans for merchandising must be discussed in advance with your local Cunard Marketing contact (see page 31). Cunard branded products must not be produced without Cunard’s agreement.

COMPOSITION & STAGINGIt is important that the size of the brand identity be appropriate to the medium and to other graphic elements. The identity must also be placed away from other elements in a layout so that it is easily identifiable. When using the identity on a background, please verify that the background provides sufficient contrast to the identity and choose an area with a solid light or dark space to ensure proper staging and legibility. The differing Cunard and individual Ship identities should never appear next to each other on the same piece.

SIZINGWhen sizing the identities, it is essential that the elements (Crest/Ship Name, Cunard and strapline) be increased or reduced as a unit. While there is no maximum size for the identity, minimum sizes are listed on the previous pages.

CO-BRANDINGWhen using the Cunard identity with those of other organisations or entities, it is important not to confuse or transfer identities. Therefore, avoid placing the Cunard identity in close proximity to another company’s logo.

Cunard Gold Pantone 872 or 30C, 40M, 100Y, 0K

Cunard Red Pantone 485 or 0C, 95M, 100Y, 0K

Cunard Black Pantone Process Black 0C, 0M, 0Y, 100K


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STRAPLINE FOR USE AS BROCHURE FOOTER

RED BAND Logo background: Cunard Black Pantone Process Black 0C, 0M, 0Y, 100K

Cunard: Cunard Red Pantone 485 or 0C, 95M, 100Y, 0K

‘Most Famous’ strapline: Cunard Gold Pantone 872 or 30C, 40M, 100Y, 0K

Crest: Cunard Gold Pantone 872 or 30C, 40M, 100Y, 0K

Red band: Cunard Red Pantone 485 or 0C, 95M, 100Y, 0K

‘Most Famous’ strapline: 70% Cunard Gold 70% Pantone 872 or 70% of (30C, 40M, 100Y, 0K) Font: Cunardia Size: 22pt, +235 tracking



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M A R K E T I N G C O M M U N I C A T I O N S T Y P E F A C E S

T Y P O G R A P H Y

To present a consistent and coherent brand image, we have selected the following group of typefaces to be used when producing Cunard material.

Main Headings, Charts/Itinerary Titles and Brochure Covers:• Le Havre to be used in the majority of cases• Trajan to be used sparingly and only with approval from Marketing

Le Havre

Ship Names:• Ship Names must ALWAYS appear only in Cunardia, regardless of usage or font

of surrounding copy – within narrative text, in emphasis copy, etc. The ship names should never be divided due to wrapping.

• When a travel agent/independent agency cannot use the Cunardia Font or when the ships names are written in an editorial/advertorial environment, they need to be in initial capped and in the Futura Italic style format. Example: Queen Mary 2, Queen Victoria, Queen Elizabeth

Cunardia

The Most Famous Ocean Liners In The World®:• When used within copy, use Futura Italic font in the corresponding weights

applied for Drescher Grotesk body copy.• In General – strapline should NOT be used locked-up with logo on marketing

materials, as logo size is usually too small for strapline to be readable.• When used as a vertical strapline or footer (see page 16 for an example):

Cunardia

Secondary Headlines/Subheads:• Weights/sizes by usage type at designer’s discretion Drescher Grotesk

Primary & Secondary Body Copy:• Main Narrative Drescher Grotesk

Voyage Names:• In body copy use Futura Italic. Voyage names used in headings will default back

to Le Havre.Futura Italic

The New Golden Age of Ocean Travel:• When used within copy, use Futura italic font in the corresponding weights applied for

Drescher Grotesk body copy.Futura Italic

Detail Copy:• Itineraries/Schedules – Embark/Disembark Ports should be indicated in bold• Fare Charts – Zurich Condensed/Light should be used for both Category Names

and Fares• Disclaimers, Terms & Conditions, other “Legal Copy” – minimum type size 6 point

Zurich CondensedZurich Light

Script:• To be used as initial capital letters to start new body copy sections or use sparingly

in full words/titles.Palace Script


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C O P Y W R I T I N G S T Y L E

T Y P O G R A P H Y

Far be it for any guidelines to instruct on how to write copy, but any copy must reflect the quality of the brand. It must be addressed in such a way so as to add polish and credibility to a brand which is steeped in so much history and acclaim.

Descriptions of Cunard, its brand and its product must project a sense of professionalism, quality, style and service. There are many words and phrases which can be used to ensure such a delivery and the following are just a small selection for your guidance:

SUGGESTED WORDS/PHRASES

BRAND ESSENCE • The Most Famous Ocean Liners in the World®

• Timeless Voyages since 1840• A Timeless Legacy• Tradition in 21st Century Luxury

• The New Golden Age of Ocean Travel• The legendary Cunard experience• International icons of British heritage

(the ships)

BRAND MISSION • Aspirational dreams• Excellence at sea

• Impeccable levels of service and luxury• Legendary voyages to legendary places

BRAND PERSONALITY • Glamorous• Famous• Respected• Classic• Graceful

• Stylish• Reputable• Reliable / Trustworthy• Sophisticated• Inspirational

BRAND ATTRIBUTES • Tradition to Technology• White Star Service™• The Cunard Grills Experience

• White gloved Afternoon Tea service• Enrichment programmes

QUEEN MARY 2 • The greatest ocean liner ever built• One of the greatest maritime engineering

feats of this century

• Proudly taken over the Transatlantic mantle• The world’s greatest ocean liner

QUEEN VICTORIA • A classic Cunarder • An evolution in elegance

QUEEN ELIZABETH • Second largest Cunarder ever built • Our newest Cunarder

THE TRANSATLANTIC CROSSING

• Cunard offers the only scheduled Transatlantic service

• A legendary crossing uniting two great continents

• Classic, epic and unforgettable• The legendary Transatlantic Crossing

WORLD VOYAGE • The most famous of world voyages • The epic world voyage


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T E R M I N O L O G Y

T Y P O G R A P H Y

TERMINOLOGY

SHIP NAMES NOT Never use “the” preceding a ship name

QUEEN MARY 2 NOT QMII or QM2

QUEEN VICTORIA NOT QV or Queen Vic

QUEEN ELIZABETH NOT QE

OCEAN LINERS OR SHIPS NOT Boats

VOYAGE NOT Cruise

TRANSATLANTIC CROSSING NOT Transatlantic Cruise or Voyage

GUESTS NOT Passengers

FARES NOT Prices

GREAT VALUE / SAVINGS NOT Bargains or Discounts

COMPLIMENTARY NOT Free

STATEROOMS NOT Cabins

CUNARD When referring to the Brand (in an informal context)

CUNARD LINE When referring to the Brand (in a formal context)

CARNIVAL PLC When referring to the Company

THE GRILLSTHE GRILLS EXPERIENCE

The product name for the overall service – only to be used as a noun referring to the combined categories. As a general rule, if you cannot say “The Grills” it’s probably not an appropriate use of the plural form. The first letter/s should always be capitalised and should never appear in single/double speech marks or in italics.

GRILL The adjective/modifier to be used when describing the service or an element thereof – i.e. Grill dining, Grill amenities, Grill accommodation, Grill restaurants, Grill guests, Grill categories, etc. The first letter should always be capitalised and should never appear in single/double speech marks or in italics.

ACCOMMODATIONS The plural version to be used by the U.S. market only when referring to a particularcategory/level and when adding a modifier, i.e. ‘Britannia accommodations’.

ON BOARD or ON-BOARD Use on board when referring to the place but when it’s a compound adjective it should be hyphenated, as in “on-board activities.”

ROUNDTRIP To be written as one word – not as two separate words or adjoined with a hyphen.


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T E R M I N O L O G Y

T Y P O G R A P H Y

LANGUAGE:Use British English in all marketing communications.

SHIP STRAPLINES:You may insert the following ship straplines where appropriate:-

• Queen Mary 2 - The greatest ocean liner ever built

• Queen Victoria - A classic Cunarder

• Queen Elizabeth - Our newest Cunarder

NUMERIC STYLES:Always spell out numbers 9 and under. Use numeric designations for 10 and higher. Use numerals when the number modifies a unit of measure, time, proportion, etc. 65 mph, page 5, 9 percent. The exception to this rule, is when referring to the ships’ Deck No’s and in which case we should use the numeric format throughout, ie. Deck 1, Deck 2, Deck 10.

TIME:All references to timing should follow the 12 hour clock and not the 24 hour clock. For example these should follow the format: 12.00am, 1.00am, 12.00pm and 1.00pm.

DATES:Avoid using ordinals when writing dates, eg. 1 January instead of 1st January. Refer to dates in the order of Day/Month/Year, ie 13 May 2010.

GENERAL DISCLAIMERS:Fares are in U.S. dollars, per person, based on double occupancy for minimum stateroom category, excluding gratuities, government fees and taxes.

© 2010 CUNARD. The CUNARD logo and logotype are registered trademarks of Carnival plc, an English Company trading as Cunard Line. Queen Mary 2, Queen Victoria, White Star Service are trademarks owned by CUNARD. CanyonRanch SpaClub is a registered trademark of CanyonRanch Corporation. Todd English is a registered trademark of Todd English Enterprises. Veuve Clicquot is a registered trademark of LVMH. All rights reserved in the United States and other countries.


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C U N A R D M A S T E R B R A N D B R O C H U R E C O V E R S

S A M P L E T E M P L A T E S

To ensure worldwide consistency, the preferred options for all Cunard Master Brand brochures are shown in the following templates.

These templates show the colour, position and relative size of the strapline and identity. On brochure front covers, the strapline must only ever appear vertically on the left hand side, with copy running from bottom to top of stripe. On brochure back covers, the strapline must only ever appear vertically on the right hand side, with the copy running from top to bottom. The strapline must never appear horizontally at the top or bottom of a brochure cover - see overleaf.

Designers must follow the typography and identity guidelines on this site to ascertain the correct brochure cover fonts and identity formats to use in conjunction with the following. The rest of the cover has been left free to express the individual requirements of the specific brochure both in terms of photography and illustration.

The three standardised brochure options provided below are:

BROCHURES

• US Letter 8.5in x 11in (216mm x 279mm) Portrait

• US Letter 11in x 8.5in (279mm x 216mm) Landscape

• 8.5in x 5.5in (216mm x 140mm) Portrait


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R E D S T R I P E –F R O N T C O V E R B A C K C O V E R


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L E T T E R S I Z E : P O R T R A I T - F R O N T C O V E R

S A M P L E T E M P L A T E ST

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Logo background: Black

Red Band: Pantone 485 or 0C / 95M / 100Y / 0K

Crest: Pantone 872

‘Most Famous’ strapline: 70% Pantone 872 Font: Cunardia Size: 22pt, +235 tracking

Cunard: Pantone 485 or 0C / 95M / 100Y / 0K

7.52in (191mm)0.9in

(25mm)

0.35in (9mm)

0.35in (9mm)

9.99in (254mm)

0.18in (4.5mm)

0.18in (4.5mm)

0.63in (16mm)

0.79in (20mm)

0.10

in (2

.5m

m)

0.10

in (2

.5m

m)

0.9in (25mm)


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L E T T E R S I Z E : L A N D S C A P E - F R O N T C O V E R

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Crest: Pantone 872



10.31in (262mm)

0.75in (19mm)

0.67in (17mm)

0.35in (9mm)

0.35in (9mm)

7.75in (197mm)

0.14in (3.5mm)

0.14in (3.5mm)

0.06in (1.5mm)

0.06in (1.5mm)

0.47in (12mm)

0.55in (14mm)


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8 . 5 ” x 5 . 5 ” ( 2 1 6 M M x 1 4 0 M M ) P O R T R A I T - F R O N T C O V E R

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Crest: Pantone 872



4.8in (123mm)0.67in (17mm)

0.75in (19mm)

0.35in (9mm)

0.35in (9mm)

7.75in (197mm)

0.14in (3.5mm)

0.14in (3.5mm)

0.06in (1.5mm)

0.06in (1.5mm)

0.47in (12mm)

0.55in (14mm)


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L E T T E R H E A D S

Cunard Letterheads


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E N V E L O P E S

Corporate Envelope


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C U N A R D W O R L D C L U B

The Cunard World Club is a members-only programme designed to recognise and reward loyalty to Cunard. The programme operates on a tiered system and guests receive benefits according to their awarded tier. The Cunard World Club also has its own dedicated identity which should be used wherever possible when referring to the Club.

Min. width: 40mm

Minimum clear space around the logo is double the width of the ‘C’ in Cunard


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B R A N D H I S T O R Y

SIR SAMUEL CUNARDIn 1839, Samuel Cunard’s British and North American Royal Mail Steam Packet Company was awarded the first ever contract for steam ships to deliver mail across the Atlantic. This proud bestowal by Queen Victoria’s Admiralty, granted Cunard’s steam ships the honoured titled RMS (Royal Mail Ship) and represented a significant historical moment in connecting two great continents.

TRANSATLANTIC ROOTSAs the first and now the only company to offer a scheduled service across the Atlantic – this most legendary of voyages has become the ultimate expression of the Cunard Experience today. From Britannia’s Maiden Crossing in 1840, Cunard has carried millions of emigrants to North America, played host to the world’s rich and famous, served in five major wars, held the Blue Riband award for the fastest passage across the Atlantic, obtained an unparalleled safety record and deservedly forged the title for the Transatlantic Crossing as ‘The Only Way to Cross’.


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C U N A R D

B R A N D H I S T O R Y

INNOVATIONAL FIRSTSFrom The Golden Age of Travel, Cunard has pioneered the way forward with the introduction of the first children’s playroom; en-suite bathrooms; electric lighting; refrigeration systems; bridal suite; gymnasium and health centre; library and the first photography dark room at sea. Today, Cunard is still at the forefront of technological developments with Queen Mary 2 – one of the greatest maritime engineering feats of this century, Queen Victoria with the first private theatre boxes at sea and our latest Cunarder, Queen Elizabeth now becoming part of the Youngest Fleet at Sea.

FAMOUS FOR A REASONIn 1934, Queen Mary became the first merchant ship ever to be launched by a Monarch and was later referred to as the 8th Wonder of the World by the movie star legend, Cary Grant. Since then, both Queen Mary 2 and Queen Elizabeth have been named by HRH Queen Elizabeth II and Queen Victoria has been named by HRH Duchess of Cornwall, continuing Cunard’s proud association with the Royal Family. With glamorous associations and a litany of regal and famous guests, Cunard has an international appeal almost unparalleled in the world of ocean travel.

HISTORY OF THE CUNARD CRESTThe Cunard crest originally came into being in 1879 when Cunard became a public company – The Cunard Steamship Company. The addition of a globe showing the Western Hemisphere and the Atlantic was appropriate to the shipping routes travelled, and the crown appropriate for a company established under government contract. The lion’s head is turned toward us, a change which would have been deemed necessary as a Royal Insignia could not be produced exactly. Samuel Cunard was frequently referred to as the ‘Steam Lion’.

CUNARD TODAYOwned by English registered company, Carnival PLC, Cunard Line is one of the world’s most recognised brand names with a classic British legacy and ships that are recognised as international icons of British heritage.


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P O L I C I E S & P R O C E D U R E S

M A R K E T I N G A P P R O V A L

Marketing approval or guidance can be obtained by contacting the following Cunard personnel:

U.S. / CANADA:

contact Nicole Knox ([email protected])

UK:

contact Andrea Lenihan ([email protected])

GERMANY, AUSTRIA & SWITZERLAND:

contact Kathleen Pohl ([email protected])

AUSTRALIA:

contact Michael Viner ([email protected])

cunard guidelines usa

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