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Phase One Interim launch materials New Brand Guidelines for the merged loyalty program
Effective 16 January 2026
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BRAND GUIDELINES FOR THE NEW SCENIC & EMERALD REWARDS LOYALTY PROGRAM This Scenic & Emerald Rewards brand guidelines document is an important point of reference to ensure consistency across all forms of communication globally. It is designed to provide the foundation logos and creative for our global staff and agency partners. This will used as the basis to develop marketing and communications assets that reflect the core values of the Scenic & Emerald Rewards program. I ncorporating the Scenic & Emerald Rewards attributes into our communications is what identifies and defines us. Everything we create should reflect the wider loyalty program experience. All communications should be instantly recognisable and reflect the way our guests travel today across destinations, brands, and extraordinary experiences. Included are the following branding elements : • Logo suite (these take into consideration various use cases and include stacked and horizontal versions.) • Font selection • Colour palette
SCENIC & EMERALD REWARDS: BRAND GUIDELINES
GROUP 2
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MASTER LOGO LOCKUP: SCENIC & EMERALD REWARDS
Master Logo
Stacked
The master logo is the main lockup to be used across all communications. This is the preferred version to ensure full consistent representation of the new loyalty program and branding.
Stacked - Reverse
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Horizontal
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REWARDS
Horizontal - Reversed
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SCENIC & EMERALD REWARDS: BRAND GUIDELINES
REWARDS GROUP 3
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LOYALTY PROGRAM TIERS - MASTER LOGOS These are the primary logos to be used to show the different tiers of the program. They should be used for communication to a specific loyalty tier rather than the loyalty program as a whole.
Stacked version
Horizontal version
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REWARDS
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REWARDS
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REWARDS
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REWARDS
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REWARDS
CHAIRMAN’S CLUB EMERAL D
CHAIRMAN’S CLUB
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REWARDS
EMERA A LLD D
MEERRAALLDD EEM
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REWARDS
EM RO AN LD D I AEM D
D I A MO N D
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REWARDS
E MGEORLADL D
GOLD
SCENIC & EMERALD REWARDS: BRAND GUIDELINES
GROUP
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LOYALTY PROGRAM ALTERNATE REVERSED LOGOS This version of the logo should only be used when a reversed version is needed. This backup version of the logo should only be used where necessary.
Stacked reversed version
Horizontal reversed version
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REWARDS
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REWARDS
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REWARDS
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REWARDS
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REWARDS
CHAIRMAN’S CLUB
CHAIRMAN’S CLUB
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REWARDS
EMERALD
EMERALD
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REWARDS D I A MO N D
D I A MO N D
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REWARDS GOLD
SCENIC & EMERALD REWARDS: BRAND GUIDELINES
GOLD
GROUP
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LOYALTY PROGRAM - ALTERNATE LOGOS This is the alternate version of the tiered logos to be used as a backup only where you need to be more subtle with the use of colour.
Stacked version
Horizontal version
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REWARDS
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REWARDS
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REWARDS
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REWARDS
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REWARDS
CHAIRMAN’S CLUB
C H A I R M A N ’ S C LU B
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REWARDS
EMERALD
EMERALD
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REWARDS
D I A MO N D
D I A MO N D
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REWARDS
GOLD
GOLD
SCENIC & EMERALD REWARDS: BRAND GUIDELINES
GROUP
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MASTER FONT (SANS-SERIF) Akkurat - Family Akkurat - Light, Regular and Bold and italic versions can be used for headings, sub headings and body copy in print publications, press advertisements and general promotional material. Recommendations – Akkurat Support to titles, support to headlines Subheads
AKKURAT ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789?!@#$%^&*_+
Longer body copy
AKKURAT LIGHT
AKKURAT LIGHT ITALIC
Web Graphics – Akkurat Akkurat must be used on web graphics where the font size appears less than 20pt.
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789?!@#$%^&*_+
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789?!@#$%^&*_+
AKKURAT
AKKURAT ITALIC
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789?!@#$%^&*_+
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789?!@#$%^&*_+
AKKURAT BOLD
AKKURAT BOLD ITALIC
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789?!@#$%^&*_+
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789?!@#$%^&*_+
SCENIC & EMERALD REWARDS: BRAND GUIDELINES
GROUP 7
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SECONDARY FONT For general use in Word documents, emails and PowerPoint presentations, the primary font is Georgia (serif). Recommendations – Georgia Georgia for headings. As a general rule, the standard font size for all communication is 10 point. This is for both printed and electronic communications. Text colour is to be black, background is to remain white and no colours or patterns are to be added.
GEORGIA ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz
123456789?!@#$%^&*_+
As a general rule, text is to be left-aligned not justified.
SCENIC & EMERALD REWARDS: BRAND GUIDELINES
GROUP 8
MASTER COLOUR PALETTE The primary colour palette is neutral which serves as a foundation for clean and professional corporate communications. Comprising black, white, and their tonal variations, this palette maintains clarity and sophistication across all materials. Black and white can be used at different levels of opacity to add subtle variation, resulting in a range of greys and softer shades suitable for diverse contexts.
Black Usage Body copy
80%
Pantone Black C0 M0 Y0 K100 R0 G0 B0 Hex #000000 Rich Black C20 M20 Y20 K100
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60% 40% 20%
White Usage Reverse out copy
SCENIC & EMERALD REWARDS: BRAND GUIDELINES
Pantone N/A C0 M0 Y0 K0 R255 G255 B255 Hex #FFFFFF
GROUP 9
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COLOUR PALETTE FOR LOYALTY TIERS The tier colours in the loyalty program logo suite must be paired only with the primary colour palette to keep executions refined and consistent. Avoid pairing tiered colours with secondary colours unless absolutely necessary, so designs remain clean, elevated, and free from visual clutter.
SCENIC & EMERALD REWARDS: BRAND GUIDELINES
Chairman’s Tier C0 M0 Y0 K100 R35 G31 B32 Hex #231f20
Emerald Tier C82 M0 Y41 K0 R0 G180 B171 Hex #00b4ab
80% 60% 40% 20%
80% 60% 40% 20%
Diamond Tier
Gold Tier
C91 M50 Y0 K0 R0 G116 B188 Hex #0074bc
C22 M33 Y68 K2 R198 G163 B103 Hex #c6a367
80% 60% 40% 20%
80% 60% 40% 20%
GROUP 10
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ADDITIONAL COLOUR PALETTE The additional colour palette complements the primary palette, adding colour to help bring Scenic & Emerald Rewards communications to life as well as reflecting our individual brands and product experiences. There are currently four colours in the additional colour palette and their darker equivalents that can be used to brighten up communications. The colour can also be used as percentage tints to add some variation and also allow for softer colours to be used.
SCENIC & EMERALD REWARDS: BRAND GUIDELINES
Scenic Group Blue
Scenic Group Red
C100 M22 Y0 K50 R158 G42 B47 Hex #005580
C0 M100 Y100 K50 R139 G3 B4 Hex #8b0204
80% 60% 40% 20%
80% 60% 40% 20%
Scenic Group Coral
Scenic Group Green
C0 M61 Y49 K21 R200 G107 B95 Hex #c76a5f
C90 M43 Y50 K42 R0 G80 B85 Hex #005054
80% 60% 40% 20%
80% 60% 40% 20%
GROUP 11