Brand
Guidelines
June 2024
Welcome to P&O Cruises
You say cruise, British people think of us. And we’re pretty proud that they do. We’ve been at this a long time and we’ve worked hard to become Britain’s favourite cruise line.
And while we might have been around a long time, our brand is always evolving to stay relevant, speak to our guests and help us on our mission: to become Britain’s #1 holiday choice by getting Britain’s holidaymakers cruising.
Our journey to extraordinary
We’ve updated our brand guidelines to reflect this mission. Our brand voice cuts through the market, our new colours make sure we’re positioned as a premium holiday brand, our logo has been tweaked to make more of our recognisable sunrise symbol and our new brand line is the sign off that brings it all together. These guidelines will help you craft content that shows people extraordinary holidays await.
Because we need to get everyone to think differently about their holiday choices. To move away from autopilot and try something different. We’re confident when they do, they’ll realise what we know to be true: a P&O Cruises holiday has everything they want and more.
So scroll through, find the tools you need and help us on our goal to get people to holiday like never before.
Our brand lighthouse
We know it’s going to take a bit of work to get some people to try our holidays and so we’ve thought (a lot!) about our Brand and what we need to guide us in our mission. Our lighthouse is the beacon for our brand identity, from our essence to our values, everything you need to know about our brand is here. We use this to:
- Bring clarity to who we are
- Show how we’re different to competitors
- Make sure the brand is consistent in how it shows up
A new brand line
HOLIDAY LIKE NEVER BEFORE
Everything we create needs to bring to life our brand line, ‘Holiday like never before’. We need to show that a holiday with us offers something new and different to other holidays. With us, it’s showing guests how holidays should be – effortless, packed with variety and choice, signature service, tailored to their wants and needs, amazing value for money and above all else, extraordinary. We can use this line as a confident sign off and call to action, whether we’re speaking to a newcomer or past guest: with us they can holiday like never before.
Bringing it to life
Below you’ll find our guidelines for each of our brand elements. These will give you the tools you need to create amazing content that shows with P&O Cruises, it’s a holiday like never before.
This is how we do it
Sometimes the best way to learn is by example. Luckily for you, we’ve got examples galore! Here you’ll be able to see best practice in digital, print, social, etc. which should help when you come to craft creative for yourself.
We should always design our communications with clarity and structure, be consistent with our use of core assets (logo, voice, graphic devices, photography) and bring it all together to create something recognisably P&O Cruises. Click into each example to find out more.
Got a question?
If you would like to request creative support for guideline usage and assets, please email Kelly.Penn@pocruises.com
If you have any other queries about these brand guidelines, please email Workflow@pocruises.com