Brand-new for our brand
The shapes created have no right angles. They’re rounded to reflect the curvature in cruise routes. All the line weights when represented together should be the same and the thin nature of the line feels premium and understated. The line is never shown as wobbly or erratic. The shape of the curve can be scaled but should always be evenly graduated.
The navigation line
The navigation line is a tool that aims to take guests on a visual journey and create interest in our brand. Leading their eye around the page, it helps highlight key elements, such as price points, offers and even information about the beautiful destinations we sail to.
It can be used as a straight line to divide messaging, as a curved line to house price or offers or as a shape to separate offers. The shapes created have no right angles, they’re rounded to reflect the curvature in cruise routes. All the line weights should be the same and the thin nature of the line feels premium and understated. The line is never shown as wobbly or erratic. The shape of the curve can be scaled but should always be evenly graduated.
These shapes are a useful way of drawing attention to offers and booking benefits without compromising the brand’s premium feel. This should be used for pulse messages such as extra on-board spending money, to show flights are included or savings on particular cruise holidays.
The navigation dividers are used to break up multiple offers and short copy highlights. Depending on format and channel, navigation lines can differ in length and they can be used to underscore sections. We don’t overuse them, and we take a ‘less is more’ approach to retain a premium feel.
In the examples above, you can see how the navigation line draws the reader’s attention across the page, highlighting information and taking them on a journey.
An additional circular device is used when the gold line is used to lock up prices in static executions. It can also be used in social animation to create a journey through the execution, and represents the vessels/ports and denotes a sense of location along a journey line. This device shouldn’t be duplicated in executions so if it’s used in a digital execution to create a journey (for example a digital banner) then it shouldn’t be used in the price lock-up as it would create an awkward duplication.
Like most of the creative, the navigation line within emails is used to tell a story. The line leads the way as guests scroll down, helping them to pull out information about our holidays, drawing attention to the destinations we visit and highlighting any offers we have running.
Navigating the navigation line
This device has been created predominantly to highlight pulse offers. Please consider the key pulse drivers for your communication, so not to overload the navigation line with erroneous messages
The navigation line shouldn’t be shaped as the letter ‘S’. The line should always remain in gold, not any other colour.
The navigation line should be drawn as a backward ‘S’. When drawn and displayed correctly it shouldn’t be overloaded with multiple offers and messages.
The navigation line shouldn’t house anything other than pulse offers and messaging.
We don’t reshape the graphic to work with messaging. We stay true to the shape that has been created.
We don’t change the shape of the navigation line when we have no offers to display. The circles either end of the graphic should always display the background colour.
The navigation line shouldn’t be re-shaped or house anything other than pulse offers and messaging.