Silversea TFM_Brand_Guidelines_Partners

BRAND GUIDELINES

TO FINDING MORE

ENHANCEMENTS SINCE PREVIOUS RELEASE

WHAT WE’VE UPDATED

§ Tertiary font updated

§ Silversea Expeditions Logo

§ Trademarks Updates

§ Copy Style Guide Updates

§ The Cormorant at 55 South Logo

§ Venetian Society Branding

§ Video Guidelines

§ Updated Mockups

OUR PLATFORM

INTRODUCTION

HOW TO USE

Here’s to the moment. To the clarity that comes with knowing exactly who we are. Silversea is unlike any other vacation, melding exploration with luxury. Getting our guests closer to the world’s most remarkable places. Putting remote destinations at their fingertips. Unlocking unique discovery through deeper immersion and delivering it all in uncompromised comfort. With our brand expression, we showcase what makes us distinct and highlight people as the star of their story. So here’s to the here and now. To the joy that we bring. To Finding More.

NAME USAGE

We go by Silversea, not Silversea Cruises. Because what we offer our guests goes far beyond cruises.

CAPITALIZATION

Silversea

Our consumer-facing name is one word not Silversea Cruises. It’s always capitalized and never abbreviated to initials.

To Finding More

Always use initial caps. Punctuation applies in supporting copy, or when using it as a headline, but never in display copy.

Expedition, Grand Voyage, and Shore

Excursions

Use initial caps for names of our products and services

NEVER POSSESSIVE

We all love Silversea, but let’s not get possessive. For the sake of clarity, the Silversea name should never be used in a possessive form.

DON’T SAY DO SAY

Silversea’s ships are unmatched. Silversea’s World Cruise…

Silversea ships are unmatched.

The 2028 Silversea World Cruise…

Discover Silversea’s new Voyage Collection.

Discover the new Silversea Voyage Collection.

Enough people call us “Silverseas.” Let’s not give them any more reason to. We are Silversea singular, in our name, our service, and our journeys of a lifetime.

NEVER ABBREVIATE

A brand of our caliber deserves to be recognized by its proper name across all communications. Silversea should never be abbreviated or altered. This ensures the integrity and distinction of the brand name.

Likewise, when referring to our parent company, Royal Caribbean Group, always use the full name.

SHIPS

CAPITALIZATION

The name of a ship class is always written in title case, with capital initial letters. This applies whether it is being used as a noun on its own or as an adjective modifying another word.

FORMATTING

Ship names are always written in italics within body copy. Do not italicize in display copy or captions. Avoid using an apostrophe with the ship name.

CATEGORIZATION

Do not hyphenate the ship class. Ships are gender neutral entities. We do not call a ship “her” or “she.” Use the “it” pronoun, “ship,” or just the name of the ship. Always use “ship” to describe our vessels. Never say “boat” (and judge anyone who does harshly).

BRAND LOGOS

Refer to these guidelines to ensure our logo is presented accurately and consistently in all applications.

SILVERSEA LOGO

The Silversea logo is the embodiment of the brand’s values. As our most valuable asset, it must be treated with care. Its main uses are branding, institutional purposes and corporate assets. It should not be used on anything not relevant to the brand, whether conceptual or physical.

This is our primary logo and should be used in most situations where we aren't driving the brand platform specifically.

Incorrect Uses

Patterns or complex backgrounds

The Expedition logo should be used for Expedition-specific pieces. Never use this logo for Oceangoing voyages.

CMYK: C16 M100 Y87 K6

RGB: R195 G0 B47

WEB: #C3002F

PMS: 200C

EXPEDITION LOGO

OSAKA ONYX

CMYK: C0 M0 Y0 K100

RGB: R000 G000 B000

WEB: #000000

PMS: Black C

Our logo should always appear on the left, with our trusted partners on the right. Both logos should be equal in size.

PARTNERSHIPS

This logo is used for Trade-facing pieces. It should never be used for consumer-facing materials.

PRIMARY SECONDARY

This logo is used for the hotel located in Puerto Williams, Chile. For guidance on when to use the logo, see the next slide.

THE CORMORANT AT 55 SOUTH

CMYK: C65 M51 Y95 K51

RGB: R63 G69 B31

WEB: #3F451F

PMS: 5747C

CMYK: C22 M34 Y80 K1

RGB: R201 G162 B82

WEB: #C9A252

PMS: 7407C

THE GUEST JOURNEY

Here’s to guidance regarding which logo should be used in relation to the guest journey.

TOUCHPOINTS

BEFORE BOOKING (FUNNEL, WEBSITE, EMAILS, SOCIAL AND PAID MEDIA)

PRE-CRUISE, DURING THE VOYAGE AND POST-CRUISE

ON THE PROPERTY (EXCEPT FOR WHEN PROVIDING CUSTOMER XX)

VENETIAN SOCIETY

These are the guidelines to correctly represent our esteemed loyalty program.

VENETIAN SOCIETY LOGO

The Venetian Society has three core assets: a Seal, a Symbol, and a Script Wordmark. These assets should be used according to the context in which they appear. The primary placement should always be the Seal with the Symbol and Script Wordmark used as complementary elements.

PRIMARY

VENETIAN SOCIETY COLOR

Our loyalty color is Bordeaux Burgundy — a rich, sophisticated hue that embodies the elegance, exclusivity, and excellence Venetian Society. It evokes a sense of depth and refinement, aligning perfectly with the values of loyalty, heritage, and community that our program represents.

TRADEMARKS

Use these guidelines to accurately and consistently apply trademarks, maintaining legal compliance and brand integrity.

TRADEMARKS

Our brand name should always include the Silversea® trademark, ideally upon first mention.

Registered trademarks receive the ® symbol; trademarks pending registration use the ℠ service mark.

Trademarked names should feature the appropriate mark at their first, or most prominent, mention.

Omit all trademark symbols for onboard materials and branded merchandise.

Exceptions to this rule are outlined on the following page.

For a full list of Silversea trademarks, check the Silversea Brand Marketing SharePoint site (link below).

HEADLINES & BODY COPY

Do not add trademarks to names in headlines or display copy. Instead, ensure they are included in the terms & conditions.

Silver Nova is a registered trademark of Silversea Cruises.

Silver Ray is a trademark of Silversea Cruises.

LEGIBILITY

For large-scale pieces, printed materials with multiple registered or service-marked names, digital content, or any work where legibility might be an issue, you can include trademarks in the terms & conditions.

TO FINDING MORE PLATFORM

CREATIVE STRATEGY

The best creative is based on sound strategy. Let us give you a peek behind the metaphorical curtain.

TARGET AUDIENCE

The Eternal Wanderer embodies an ethos of curiosity for culture, learning, new experiences, and selfbetterment. They seek to expand and enrich themselves intellectually, socially, and experientially.

Targeting

like-minded travelers

Current population of Boomers

Strong expansion into Gen X Maintaining global focus

Expanding to 75% U.S. market share

$250k household income + $1M assets

NEW CODES OF LUXURY

Authenticity and immersion have replaced scarcity and exclusivity as key drivers.

SCARCITY AUTHENTICITY

POSSESSIONS EXPERIENCES

Fostering authentic emotional connections between them and our brand is key.

EXCLUSIVITY IMMERSION EVOLUTION

PLATFORM LOCKUPS

Refer to these guidelines to ensure our brand platform lockup is presented accurately and consistently.

This is our brand platform lockup. Use this version (without a bounding box) anywhere negative space allows for optimal legibility and contrast. The baselines and cap heights are aligned with the Indicia’s top and bottom points.

CAMPAIGN LOCKUP

Use the version of the brand platform lockup with a bounding box around the tagline when better legibility is needed for specific layouts or challenging imagery (more on this to come).

Similar to the Expeditions lockup, the height of the bounding box is determined by the cap height of the Silversea wordmark.

Follow this spacing guidance when using the logo with brand platform lockup.

SPACING

Minimum size is 1.25” width

Sample Applications

Incorrect Uses

TYPOGRAPHY

Our typography reflects the Silversea brand. It evokes luxury, while being clean, modern, and approachable.

The selected typography reflects the minimalistic luxury that Silversea embodies.

Headlines are in SangBleu OG Sans

Body copy is in SangBleu Kingdom

Captions, legal, and technical copy in Inter

HEADLINES ARE SET IN SANGBLEU OG SANS REGULAR

Our text is set in SangBleu Kingdom Light. For example, our intimate ships sail to over 900 destinations on all seven continents, more than any other cruise line.

SMALL SUPPORTING TEXT SUCH AS LOCATIONS, CAPTIONS AND CTAS ARE SET IN INTER

SANGBLEU OG SANS

REGULAR

SIZE: 44PT

LINE-HEIGHT: 100%

TRACKING: 0

SANGBLEU KINGDOM LIGHT

SIZE: 20PT

LINE-HEIGHT: 100%

TRACKING: 0

INTER REGULAR SIZE: 14PT

LINE - HEIGHT: 100%

TRACKING: 50 - 70 SIZE GUIDE DOWNLOAD FONTS

HEADLINES ARE SET IN SANGBLEU OG SANS REGULAR

Our text is set in SangBleu Kingdom Light. For examples, our intimate ships sail to over 900 destinations on all seven continents, more than any other cruise line.

SMALL SUPPORTING TEXT SUCH AS LOCATIONS, CAPTIONS AND CTAS ARE SET IN INTER

HEADLINES ARE SET IN LUCIDA SANS REGULAR

Our text is set in Palatino Regular. For example, our intimate ships sail to over 900 destinations on all seven continents, more than any other cruise line.

SMALL SUPPORTING TEXT SUCH

AS LOCATIONS, CAPTIONS AND CTAS ARE SET IN INTER 18PT REGULAR

LUCIDA SANS REGULAR SIZE: 44PT

LINE-HEIGHT: 100%

TRACKING: 0

Web safe fonts are accessible fonts used in instances where a fallback is needed on our website or emails.

PALATINO REGULAR SIZE: 20PT

LINE-HEIGHT: 100%

TRACKING: 0

INTER REGULAR SIZE: 14PT

LINE-HEIGHT: 100%

TRACKING: 0

VISUAL ELEMENTS

Our color palette works with a wide range of visual assets across platforms, and our art direction drives energy and emotion in our work.

Antarctic White, London Gray, and Osaka Onyx provide optimal contrast and consistency, while accents help viewers differentiate our offerings at a glance.

BRAND COLORS

Each color has been named that might suggest or describe the destination it represents.

Different opacities can be used at these defined levels to create dimension.

BRAND COLORS EXPEDITION LOYALTY OCEAN ACCENT EXPEDITION ACCENT WEBSITE CTAS

ART DIRECTION

DESTINATION COLOR STORIES

PHOTOGRAPHY TECHNIQUES

ORGANIC FRAMING PERSPECTIVE FOREGROUND BLUR MOVEMENT

DESIGN SYSTEM

The following are tools in our To Finding More toolkit. Follow the guidance here to execute flawlessly.

DIPTYCH

Using two images to establish the relationship between what guests look for alongside what they discover with Silversea. Our platform line serves as the sign off.

Setup: The Uncompromised Comfort you came for.

Payoff: The Immersive Discovery you never expected.

PORTALS

The portal graphic device was inspired by some of the windows on our ships and is designed to help transport the viewer into the moment. Corner radius should be 60px or similar to the reference.

PORTAL OVERLAY

The portal overlay is another form of this device that can be used in outline form over full-bleed imagery to frame the shot and direct the viewer’s attention.

CAPTION COPY GUIDANCE

AUTHORITY ON DESTINATIONS

All hero imagery should include a caption highlighting the city and country where the image was captured.

WHAT THEY SAY

CAPTION LOCATION

FORMATTING

Captions are set in Degular Mono Medium 9pts in white.

LEGIBILITY

Never use shadow. If the image is too light, use black.

SPACING

Clear space for the captions should be two times the height of the font size from the left, and one time from the bottom of the image.

ALIGNMENT

When used with the portal overlay, captions should be centered vertically between the stroke of the portal and the image.

HOW THEY LOOK

CAPTION RULES

ONBOARD

LOCATION, SHIP

DUSK BAR, SILVER RAY

SHIP IN DESTINATION

SHIP, CITY

SILVER RAY, GREECE

STEVE MCCURRY

CITY, COUNTRY; PHOTO BY STEVE MCCURRY FOR

SILVERSEA

DESTINATION

CITY, COUNTRY

ROME, ITALY

SHADOW

VOICE & TONE

Now that you've seen how we look, let's dive into how we speak.

TONE GUIDANCE

Much like our voyages, the Silversea voice defies convention. It speaks the language of celebration, joy, and authentic discovery. Our voice has a distinctive rhythm and an unexpected flow. It is our tagline personified, leaving audiences with a lasting impression of what they will find and who they'll become.

Cliche

HOW WE SPEAK

HEADLINES

Headlines should work in concert with imagery to not only match but elevate message. This is especially true for diptych headline pairings.

• Think about length to maintain symmetry in the layout of a pair.

• Always use punctuation.

• An active voice and imperative statements drive energy.

• Clarity is king. We love to be clever but never at the expense of making a point.

• Rhyme and alliteration improve the flow just be sure to follow all other guidance.

HOW WE SPEAK

JUXTAPOSITION

SEEK SERENITY. FIND THE RUSH. Conjure vivid pictures by drawing contrasts.

ALLITERATION

ROAM THE FARM. RULE THE TABLE. Rhythm is your friend; alliteration is its heartbeat.

TAKE THE TIME. GRASP THE MOMENT. Turning a cliché on its head connects in a big way.

BODY COPY

This is where we get to paint pictures that evoke emotion. Body copy should be distinctive with a memorable authenticity.

• Avoid descriptions our competitors use.

• Show, don't tell. For example: Showing luxury beats saying it every time.

• Be descriptive without being stuffy or wordy.

• Carefully placed fragments can create mental snapshots.

• Adjust tone for the audience, but keep our voice consistent.

• We’re all about otherworldly experiences that change you. Aim to close out body copy with what we like to call the metaphorical souvenir or what you take with you (spoiler: it’s way better than a magnet or t-shirt).

SAY IT RIGHT

VERB PAIRS

BRAND COPY

Here’s to the moment. To the places that give you perspective and the people who change that perspective. The curiosity that leads you to the edge of the earth and the joy that meets you there. Here’s to the ones who dream about discovering the undiscovered. And hear the sway of ocean’s song. From wandering lush lemon groves to marching alongside penguins in formation. A duet with new friends to island rhythms. To disconnecting, reinventing, and having every reason to celebrate. To Finding More.

SEEK SERENITY. FIND THE RUSH.

Explore verbs that are connected in some way.

ALLITERATION

Avoids overused descriptors

ROAM THE FARM. RULE THE TABLE.

fragments to be punchy

Use alliteration to create synergy.

flow moves you along

CLEVER

CLICHE TAKE THE TIME. GRASP THE MO

TALKING TO TRADE

We always address travel agents as travel partners they’re a critical part of our business and we respect them. It’s important to keep them informed of our latest news and show our appreciation for entrusting us with their clients. Because of their expertise, we also prioritize information differently. For example, we don’t brand-splain to them about destinations. They prefer to hear about our ships and itineraries.

ADDRESSING TRADE

CONSUMER FACING TRADE-FACING

TRAVEL ADVISOR

This is the title we use any time we’re referring to travel agents in a communication to consumers or guests.

TRAVEL PARTNER

When speaking to travel agents, use this title to acknowledge their partnership in helping deliver great vacations to their clients.

NAMES MATTER

CTAs

CTAs have a maximum of 3 parts when speaking directly to consumers

Choice of CTA depends on the channel Trade collateral typically only drives to the agency, and we provide editable fields for travel partners to insert their info. Avoid using “www.” in URLs and be sure to initial cap your URL to help with ease of reading. Visit Silversea.com or contact your Travel Advisor. For more information, contact your Area Sales Director or your Inside Sales Team at 800.722.9955

CTAs

T&Cs

For T&Cs use SangBleu Kingdom Light

Font Size 6pt

EXAMPLES:

TERMS & CONDITIONS: Booking must be created and confirmed on board to be eligible for exclusive Onboard Savings Onboard Savings does not apply to flights, hotels, transfers, premium excursions, or land programs The Onboard Savings is combinable with any available promotions and with Venetian Society Savings. Certain restrictions may apply. Onboard Savings will not be extended to future bookings confirmed prior to sailing, future bookings created shoreside, or cancelled and rebooked future sailings.

*When you set off on one of Silversea’s Expedition Cruises you’re going on an adventure The extreme weather in these remote, rarely-visited regions can be unpredictable, so embrace the unexpected if your planned itinerary and flights change while our Captain and Expedition Leader navigate the best route for your journey at the best time

Terms and conditions apply.

VIDEO GUIDELINES

Video showcases how the brand and creative system comes to life in movement. Outlined here are guidelines to execute on-brand video content.

VIDEO STYLE

SHIP FOOTAGE MIX

• Use a ship shot early in the video to establish the product and appropriate product placement throughout the video

• Add in ship shots throughout the video, too

• For example, on a 30 second video, start with a ship shot, place another around 15 seconds, and use the end card as the final ship shot

END CARDS

• Always use a wide shot of the ship in a location that makes sense to the request

• Look for the shot where the ship is not center framed

• Avoid animating the Silversea Logo over the ship

RIGHTS

• Always double check when picking video footage from Widen

EDITING STYLE

• Keep pacing deliberate and immersive

• Use clean transitions (e.g., dissolves, fades) over flashy effects

• Let moments breathe avoid overcutting

TONE & MOOD

• Reflect the brand’s personality (e.g., sophisticated, adventurous, warm)

• Maintain emotional resonance appropriate to the subject matter

VISUAL AESTHETIC

• Use cinematic framing and composition

• Favor natural lighting or stylized lighting that enhances storytelling

• Maintain color grading consistent with brand palette (e.g., warm neutrals, deep blues)

VIDEO STYLE

DON’T

END CARDS

• Avoid animating the Silversea Logo over the ship

OVER-THE-TOP TRANSITIONS

• Star wipes, page curls, spinning cubes, or any animated transitions that feel dated or gimmicky

FLASHY FILTERS OR COLOR GRADING

• High-contrast, oversaturated, or trendy filters that compromise the natural elegance of the footage

SHOW COMPETITOR SHIPS

• Re-angle shots or paint out competitor ships to avoid showing ships that aren’t Silversea

AUDIO

MUSIC

Our brand song is a custom rendition of a classic rock anthem reflecting our guests’ preferred genre. When selecting stock music, consider the context of the video as well as our brand’s spirit of curiosity and joy.

• Cinematic tone

• Uplifting and inspiring

• Exciting buildup

Avoid tracks that sound generic, aggressively paced, or mismatched with the brand’s refined tone. Also avoid song with heavy vocal presence.

VOICEOVER

Our selections for voiceover work should match our ideal guest demographic. The read should feel confident, clarity, and cool.

SOUND DESIGN

Sound effects can help add texture and authenticity to video clips. Just make sure usage is balanced and your selections are intentional.

APPROVED SAMPLES

MOTION GRAPHICS

Outlined here are guidelines to execute on-brand motion graphics of the brand assets.

TO FINDING MORE

This is the approved animation for the To Finding More logo and should not be altered in any way. If CTA is needed, it can animate in .5 seconds after the logo.

TO FINDING MORE

If the background of the video is busy, use this version of the TFM logo with the bounding box. This should only be reserved for when legibility is a concern. If CTA is needed, it can animate in .5 seconds after the logo.

ONLY USE THE WHITE BOX TFM LOGO WHEN THE BACKGROUND IS BUSY.

LOWER THIRDS

This is the approved animation for lower thirds and should not be altered in any way.

Lower Third framed right side, subject framed on left

Framed Left Side Lower Third, Subject framed on right

LOWER THIRD ASSETS

SILVERSEA LOGO

This is the approved animation for the Silversea logo and should not be altered in any way. If CTA is needed, it can animate in .5 seconds after the logo.

INDICIA

This is the approved animation for the Indicia and should not be altered in any way.

VENETIAN SOCIETY LOGO

This is the approved animation for the Venetian Society logo and should not be altered in any way.

Logo Animation: Add description

STORIES BY SILVERSEA

This is the lockup for our content marketing platform, Stories by Silversea. The name of the episode lives within the lockup, based on the architecture for the platform.

GUIDELINES

STORIES BY SILVERSEA

This is the approved animation for the Stories by Silversea logo and should not be altered in any way.

WATERMARK BUG

This is the approved placement if a watermark is needed and should be used at 50% opacity.

CLOSED CAPTIONS

Captions should not exceed one line using Inter 18pt Medium 40px align -75 and add drop shadow.

MUSIC STRATEGY

Music strategy is a fundamental component in our platform, continuing our approach of challenging convention to resonate with our audience’s tastes.

OUR SOUND

Classical music permeates the competitive landscape. But research shows that our guests’ favorite genre is classic rock. Our music strategy leverages this insight to stand out by reinventing anthemic songs with classical orchestration.

When not using brand music, such as on social and product videos, we take inspiration from destinations, focusing on energy and joy.

SAMPLES

Let's see it all come together in different environments.

BILLBOARD

OUT OF HOME

PRINT

SINGLE PAGE

DOUBLE SPREAD

TITLES ARE SET IN 24PX

EMAIL

BUTTONS ARE 44PX IN HEIGHT

BODY COPY IS ALWAYS 16PT

DIGITAL MEDIA

BANNERS

WEBSITE

SOCIAL ELEMENTS

We show up a little differently on social media than IRL. Here, we’re breaking it down.

HOW WE LOOK

WITH TALENT

NO BACKGROUND BLUR. WE WANT A MORE ORGANIC LOOK.

LIGHTING SHOULD BE AS NATURAL AS POSSIBLE.

AVOID VISUALS THAT LOOK OVERLY PRODUCED OR STAGED

FOOD OR DRINK

THE BACKGROUND MAY BE BLURRED TO ALLOW FOR FOCUS.

CAPTURE AUTHENTIC REACTIONS: REAL CONVERSATIONS, NATURAL LAUGHTER, ORGANIC MOMENTS OF INTERACTION, ETC.

AVOID STATIC, BORING SHOTS ADD MOVEMENT OR INTERACTION.

INSTAGRAM FEED

POLISHED IMAGES TO GIVE A CURATED LOOK.

HOW WE MOVE

USE SEAMLESS TRANSITIONS TO BLEND SHOTS SMOOTHLY.

AVOID CUTTING TOO QUICKLY EACH SHOT SHOULD LAST AT LEAST 1-2 SECONDS.

TRANSITIONS AND FILTERS

TEXT LAYOUT

MINIMAL TO NO FILTERS ARE BEST SUBTLETY IS KEY.

ON-SCREEN TEXT

USE ON-SCREEN TEXT ONLY WHEN IT ADDS CONTEXT OR ENHANCES THE EXPERIENCE.

AVOID OUTDATED, OVERLY ANIMATED CAMERA TRANSITIONS OR FILTERS THAT MIMIC COMPETITORS IN THE INDUSTRY.

INCLUDE A GRADIENT OVERLAY BEHIND IT SO THAT THE TEXT IS LEGIBLE.

HOW WE SPEAK

The Silversea brand voice is warm, inviting, and knowledgeable, presenting ourselves as experts on the topic of travel and exploration.

Our social tone of voice stands slightly apart from our tone on other platforms in that it has a more conversational, playful quality. While our voice stays true to who we are at the core, our social tone allows us to play into a more natural way to speak on social platforms, inviting curiosity and sparking engagement.

SOCIAL COPY

RESOURCES

Here is a collection of resources you can use to create compelling content.

WIDEN

DIGITAL ASSET MANAGER

FILE NAMING

SSC_RA_Malta_Mdina_225.jpg

BRAND SHIP CODE DESTINATION, SHIP VENUE, EVENT, OR EXPERIENCE

ASSET NUMBER ASSET FORMAT

Please refer to the following naming convention to easily find assets on the Silversea DAM. Abbreviations are used in our asset file naming, so the names are concise. The various attributes of each file follow in order of importance, separated by an underscore.

POWERPOINT TEMPLATE

TO THE POWER OF CUSTOM DECKS

Here is a robust PowerPoint template with everything you could want and need to build really stellar presentations.

STYLE GUIDE

WRITE IT RIGHT

Use this style guide when writing copy for Silversea to ensure consistency across all communications. It's all about the details.

DETAILS ON DECK

ROYAL CARIBBEAN GROUP

We are part of something greater. Here, you'll find guidance on when and how to talk about RCG.

INCLUSION

WHEN & WHERE TO COMMUNICATE RCG

Over time it has become common language to use the term “RCG” when referencing the Group in verbal communication. Because of this, guidelines have been put in place in order to determine when and where it is OK to use the term “RCG”.

When to use “RCG”

• In verbal communications in person, through video/audio

• In internal digital and print communications exclusive to internal use only

When not to use “RCG”

• In external facing or commercial material

• In press releases

TO FINDING MORE