GLOBAL BRAND GUIDELINES
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Updated: February 14, 2025
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Logo
BRAND IDENTITY The NCL knockout (white) logo should be used in all assets across all channels on top of any image used. It is available in horizontal and vertical formats. Logo choice is up to the discretion of the designer based on legibility.
Breathing Room: Always leave enough negative space of at least the size of the NCL shield all around either version of the logo.
Note: Norwegian Blue—AKA “Shield Blue” should not be used as an accent color nor a background color. It is a special blue reserved just for our brand’s shield.
SHIELD BLUE PMS: 7461C / 7461U C: 80 M: 29 Y: 0 K: 12 R: 10 G: 132 B: 189 RAL: 5051 HEX: 0A84BD
RETIRED LOGOS All previous iterations of the NCL logo are to be replaced. US and Non-US will now have the same logo. There will not be a special The Haven® colorway nor will there be an all dark blue variation.
Note: Please note that Non-US regions are using a version of the logo that has a larger “CRUISE LINE.”
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Full Color Logo Usage: This version of logo to ONLY be used if legibility is an issue with wherever it is being placed and also to be used over solid color backgrounds.
OLD VS NEW The new logo has the larger CRUISE LINE and the kerning has been adjusted.
Colors
BRAND ACCENT & BACKGROUND COLORS
PMS: 3165C C: 100 M: 0 Y: 28 K: 65 R: 0 G: 70 B: 77 HEX: 00464D
DARK TURQUOISE
PMS: 7461C C: 80 M: 29 Y: 0 K: 12 R: 10 G: 132 B: 189 RAL: 5051 HEX:X: 0A84BD
ncl blue
PMS: 311 C: 63 M: 0 Y: 12 K: 0 R: 75 G: 230 B: 255 HEX: 4BE6FF
Clearwater
PMS: 108 C: 0 M: 6 Y: 95 K: 0 R: 255 G: 230 B: 0 HEX: FFE600
sunny
PMS: 7416 C: 0 M: 69 Y: 51 K: 0 R: 255 G: 112 B: 99 HEX: FF7063
dusk
PMS: WHITE C: 0 M: 0 Y: 0 K: 0 R: 255 G: 255 B: 255 RAL: 9016 HEX: FFFFFF
glacier WHITE
CASINOS AT SEA® ONLY
PMS: 7546 C: 85 M: 69 Y: 48 K: 30 R: 40 G: 69 B: 96 RAL: 5000 HEX: 253A4C
NAVY
PMS: WHITE C: 0 M: 0 Y: 0 K: 0 R: 255 G: 255 B: 255 RAL: 9016
WHITE
THE HAVEN BY NORWEGIAN®
PMS: 871U C: 30 M: 35 Y: 85 K: 0 R: 175 G: 143 B: 70 HEX: AF8F46
GOLD
PMS: Cool Gray 8U C: 0 M: 0 Y: 0 K: 40 R: 140 G: 140 B: 140 HEX: 8C8C8C
GRAY
LATITUDES The Latitudes logo is shown at the right with the tier color and name assigned for the AMBASSADOR loyalty level. Each loyalty level corresponds to a tier color below.
PMS: 2915C C: 50 M: 56 Y: 70 K: 33 R: 100 G: 86 B: 68 HEX: 695644
BRONZE
PMS: 304 C: 49 M: 40 Y: 38 K: 3 R: 138 G: 139 B: 142 HEX: 8a8b8e
SILVER
PMS: 365 C: 40 M: 39 Y: 64 K: 8 R: 152 G: 138 B: 104 HEX: 988a68
PMS: 425 C: 66 M: 58 Y: 52 K: 30 R: 84 G: 84 B: 90 HEX: 54545a
PLATINUM
PMS: 716 C: 100 M: 92 Y: 13 K: 3 R: 40 G: 58 B: 133 HEX: 283a85
SAPPHIRE
PMS: 10273C C: 80 M: 29 Y: 0 K: 12 R: 2 G: 131 B: 189 HEX: 0283bd
AMBASSADOR
PMS: 170 C: 46 M: 28 Y: 18 K: 0 R: 143 G: 164 B: 185 HEX: 8fa4b9
DIAMOND
GREAT STIRRUP CAY
PMS: 4160C C: 96 M: 64 Y: 44 K: 30 R: 3 G: 72 B: 94 HEX: 03485e
DARK TEAL
PMS: 7416U C: 0 M: 69 Y: 51 K: 0 R: 242 G: 115 B: 109 HEX: f3736d
IBIS CORAL
Norwegian Blue—AKA “Shield Blue” should not be used as an accent color nor a background color. It is a special blue reserved just for our brand’s shield.
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SILVER COVE
PMS: 422C C: 41 M: 31 Y: 32 K: 0 R: 158 G: 162 B: 163 HEX: 9ea2a3
PMS: WHITE C: 0 M: 0 Y: 0 K: 0 R: 255 G: 255 B: 255 HEX: ffffff
PMS: 7461C C: 80 M: 29 Y: 0 K: 12 R: 10 G: 132 B: 189 RAL: 5051 HEX: 0A84BD
Primary
Secondary
Typography
HEADLINES (BOLD for MORE and CTA emphasis only)
PLUS JAKARTA SANS BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
Aa
JOST SEMI-BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
CTA & SUBHEADS
BODY COPY
NOTO SANS REGULAR ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
FONT REPLACEMENT All fonts must be replaced with Google fonts from any picked up job. All new jobs will be done in the new fonts.
OLD NEW
Futura, Jost Plus Jakarta Sans
DOWNLOAD
Arial Noto Sans
Arial Narrow Saira ExtraCondensed
Meiryo (Japanese) Noto Sans JP
Avenir Next Montserrat
Georgia Pro Gelasio
Gotham Montserrat
Neue Plak Roboto
Trade Gothic Libre Franklin
Specialty Fonts
Manttulcuy (Great Stirrup Cay)
asher punk (Rebel Fish)
Hertine (Prima Class)
PLEASE NOTE When it comes to documents that are sent to partners and are to be processed by them, Google fonts must be used. The download options are next to the fonts. When working in non-Latin fonts, please download the approriate version of Notos Sans (i.e. Chinese, Hebrew, Russian). For ALL channels and partners, Jost and Noto Sans will be used. Verdana is the default font for Salesforce and Pardot business applications. For international business applications: microsoft yahei (except Hebrew/Arabic) MICROSOFT SEGOE UI (Hebrew/Arabic). If an email client fails to render the Google font, the fall back will be Arial or Helvetica.
PLEASE NOTE When it comes to documents that are sent to partners and are to be processed by them, Google fonts must be used. The download options are next to the fonts. When working in non-Latin fonts, please download the approriate version of Notos Sans (i.e. Chinese, Hebrew, Russian). For ALL channels and partners, Jakarta or Noto Sans (for non-Latin fonts) will be used. Jakarta is the default font for Salesforce and Pardot business applications. For international business applications: Microsoft yahei (except Hebrew/Arabic) MICROSOFT SEGOE UI (Hebrew/Arabic). If an email client fails to render the Google font, the fall back will be Arial or Helvetica.
GENERAL PROPORTION GUIDELINES FOR COPY While there is no specific sizing as that is very dependant on the size/usage of the piece, there are some general best practice rules that we follow. For any instances that Jakarta is used, please set the tracking to 20 to eliminate the ligatures from appearing.
Get MORE from every moment. When it comes to vacation, you deserve it all.
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Size ratio between the two should be 50%
Noto Sans Regular. 5-6 pt between font size & leading. Up to discrection based on amount of copy.
Jakarta Regular for headlines, MORE in Bold. Jakarta Regular for subheads. Punctuation needed. Tracking set to 20.
PLUS JAKARTA SANS Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
Noto Sans Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
(Headlines, Subheads, Captions)
(Body copy)
(Day by days)
(NCLH)
CTA SPECIFIC GUIDELINE They should be set up in sentence case, especially in DM usage, as the sample below.
Book today at ncl.com • Call us at 1.877.547.5439 Or contact your travel advisor
HEADLINES
Jakarta Regular with emphasis in Jakarta Bold
VIOLATOR SPECIFIC GUIDELINE For in DM usage, as the sample below, urgency message in all caps and other call to action in sentence case.
YOUR COUPON EXPIRES SOON See back for more details
Jakarta Bold for urgency message and Medium for second line of VIO
PLUS JAKARTA SANS SemiBold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
CAPTIONS
Copy Nomenclature
ALL IMAGES SHOULD HAVE CAPTIONS, ALWAYS. The only channel where captions are not needed is in e-mail due to size and resolution issues. But anywhere else, if the image content doesn’t allow for our caption convention, don’t use that image. Captions should always let the guest know where or how they can experience what they are seeing. All captions should fit one of the options below. If not, please see your manager for guidance.
Where is this? City, Country Santorini, Greece
What ship is this? Ship Name Norwegian Joy®
Where can I eat/drink this? Restaurant, Ship Name Onda by Scarpetta, Norwegian Spirit®
What show is this & how can I see it? Show Name, Ship Name Jersey Boys, Norwegian Bliss®
What onboard activity is this? Activity, Ship Name Aqua Racer, Norwegian Bliss®
IMAGE CAPTIONS Example: Ice Bar, Norwegian Breakaway Jakarta SemiBold 8pt type Sentence Case White in color
experiential captions Experiential captions should ONLY be used in pieces where there is no body copy and/or the photos are needed to tell the brand story — or in editorial-type pieces such as news releases. Same rules apply as with regular image captions. Example: Post pics of your favorite activity with free WiFi.
If a piece/spread is ship-specific or destination-specific, you do not need to say the name of the ship or the destination again in the captions.
The names for the race tracks include the ships’ names. No need to add the ship name after it. Example: Norwegian Joy Speedway®
anatomy of a caption Limit them to only 1 or 2 components. NO BULLETS. To separate them, use a comma. Cabo San Lucas, Mexico
legibility issues If the background is too light or too busy, use a subtle drop shadow with 0 x and y offset.
NORWEGIAN’S REGISTERED TRADEMARKS IN THE UNITED STATES First mention in copy gets ® (option R). Creative liberties can be taken in adding in copy vs subhead, if subhead is the first mention. This should be used in all domestic and international work. Please don’t forget to always superscript the symbol ®.
• ‘66 By Norwegian® • 678 Ocean Place® • Casinos At Sea® • Casinos At Sea Players Club® • Casinos At Sea Rewards® • Cruise Coach® • Feel Free® • Flighthouse® • Latitudes® • Latitudes Rewards® • Mandara Spa® • More At Sea™ • NCL® • NCL America® • Norwegian Aqua™ • Norwegian Bliss® • Norwegian Bliss Speedway® • Norwegian Breakaway® • Norwegian Cruise Line® • Norwegian Cruise Line Poker Challenge® • Norwegian Dawn® • Norwegian Encore® • Norwegian Encore Speedway® • Norwegian Epic® • Norwegian Escape® • Norwegian Gem® • Norwegian Getaway® • Norwegian Jade® • Norwegian Jewel® • Norwegian Joy® • Norwegian Joy Speedway® • Norwegian Luna™ • Norwegian Pearl® • Norwegian Prima® • Norwegian Prima Speedway® • Norwegian Sky® • Norwegian Spirit® • Norwegian Star® • Norwegian Sun® • Norwegian Viva® • Norwegian Viva Speedway® • Norwegian’s Giving Joy® • President’s Club® • Pride of America® • The Haven® • The Haven By Norwegian® • The Norwegian Edge® • The Waterfront®
More At Sea™, Norwegian Aqua™, and Norwegian Luna™ are the exception and currently require a ™ [Option] + [2] until further notice.
copyright & Legal Ship’s Registry Line Must be included on all printed pieces. Job number and date to be updated. Jakarta Regular 5pt ©2025 NCL Corporation Ltd. Ships’ Registry: Bahamas and USA. XXXXX XX/25
COPY STANDARDS
Prima Class Initial caps, no hyphen
Norwegian Prima®
Ship Names/Class
Nomenclature Notes
Initial caps, never put "the" before full name, should never be shortened (e.g., "N. Prima" or "Prima"
Pride of America®
Initial caps, does not include “Norwegian” in the front, never put “the” before full name
headlines
Sentence case, should have proper punctuation
subheads
comma
Do not use final serial commas before a conjunction
numbers
Spell out numbers below 10, use figures for 10 and above
dates
Use figures, exclude the use of “th,” “st” or “rd” (e.g., May 2, 2024)
time
Use numerals; delete “:00” from round hours in text only; use “am” or “pm” lowercase, no periods (e.g., “open seating until 10 pm”)
"no-no" words
Fun, adventure, sail away, iceberg, cabin, trip, voyage (especially in headlines or subheads)
Norwegian Cruise?
NEVER Norwegian Cruise: ONLY Cruise with Norwegian or Norwegian Cruise Line etc
Wi-Fi or WIFI?
It should always be Wi-Fi unless it is in an all caps sentence, then it would be in all caps WI-FI (but still with the hyphen)
onboard vs on board
Never hyphenated. We brought a radio on board so we could have an onboard radio
roundtrip or round-trip?
round-trip
passenger
Refer to as “guest”
Oceanview vs ocean view
One word, initial cap when referencing the category but two words when speaking about the view
stateroom
One word, never use “cabin”
Oceanview Stateroom
Initial caps, treated as proper noun
soft "no-no" words
Perfect (defintiely no "Perfect Day"), Journey, Extraordinary should be reserved for Extraordinary Journeys
GENERAL
Destinations
Alaska Cruise
Refer as proper noun, not as adjective “Alaskan Cruise”
The Bahamas & Florida
Capital “T” in “The,” always use ampersand
Canada & New England
Always use ampersand
the Caribbean
Should include “the” in lowercase
Great Stirrup Cay
Initial caps
Ship
Never call it a "boat," ships are referred to in the feminine form
myNCL, MYNCL, MY NCL or my NCL?
My NCL, always two words
IMAGE CAPTIONS Example: Ice Bar, Norwegian Breakaway Jost SemiBold 8pt type Sentence Case White in color
• ‘66 by Norwegian® • 678 Ocean Place® • Casinos At Sea® • Casinos At Sea Players Club® • Casinos At Sea Rewards® • Cruise Coach® • Feel Free® • Flighthouse® • Latitudes® • Latitudes Rewards® • Mandara Spa® • More At Sea™ • NCL® • NCL America® • Norwegian Bliss® • Norwegian Bliss Speedway® • Norwegian Breakaway® • Norwegian Cruise Line® • Norwegian Cruise Line Poker Challenge® • Norwegian Dawn® • Norwegian Encore® • Norwegian Encore Speedway® • Norwegian Epic® • Norwegian Escape® • Norwegian Gem® • Norwegian Getaway® • Norwegian Jade® • Norwegian Jewel® • Norwegian Joy® • Norwegian Joy Speedway® • Norwegian Pearl® • Norwegian Prima® • Norwegian Sky® • Norwegian Spirit® • Norwegian Star® • Norwegian Sun® • Norwegian Viva® • Norwegian’s Giving Joy® • President’s Club® • Pride of America® • The Haven® • The Haven By Norwegian® • The Norwegian Edge® • The Waterfront®
More At Sea™, Free At Sea™ and Norwegian Aqua™ are the exception and currently require a ™ [Option] + [2] until further notice.
copyright & Legal Ship’s Registry Line Must be included on all printed pieces. Job number and date to be updated. Noto Sans Regular 5pt ©2024 NCL Corporation Ltd. Ships’ Registry: Bahamas and USA. XXXXX XX/24
Photography Guide
WISH YOU WERE HERE Each one of our photos is a vacation moment frozen in time with the viewer at the heart of the action. We don’t go for picture-perfect and love it when hairs are out of place — we take that as a sign of a good time. Our images are full of emotion and have depth to them — in every sense of the word. The ideal image makes you feel a genuine connection to the subject and makes you feel like there’s more to the story just beyond the focus.
CANDID Looking at the image should feel like looking at a real-life scene. The viewers should find themselves in the middle of a vacation moment that makes them say “I want in.”
1
GENUINE We like to keep it real. That means avoiding images with overly posed models fake-smiling. We want the real smiles, the real laughs, the real wows.
2
PERFECTLY IMPERFECT The best moments aren’t always picture perfect. As you whoosh through one of our waterslides, some hair might get in your face. Your eyes might be closed. We love that — so long as the moment in the picture is just right.
3
INSPIRING We’re NOT talking about the kind of inspiring you’d see on a motivational poster. We mean the kind of images that inspire action. Ones that make you want to hit “book now” so you too can have that experience, that incredible moment.
4
IMAGES TO AVOID
Stay clear of adventures beyond reach of our average guest. Avoid any images that have a moodier personality. Single use plastics is a big no! Remove unnecessary rocks and avoid rocky terrain.
Close cropping should be avoided. Location sunsets are approriate only when the cruise is in port overnight. Avoid on board shots that don’t show context. Avoid shots with people too close to or handling wildlife.
WEBDAM Our searchable asset database features the most current branded images and logos licensed for marketing and promotional uses:
www.norwegian.webdamdb.com
Need to access Webdam?
Regional Guide
North America (US & Canada)
LANGUAGE English, Spanish, French Canadian
CURRENCY $5,000 Currency symbol before / no space
DATE/TIME January 1, 2021 12-hr clock; 2:30 pm = 2:30 pm
Brand
When brand is mentioned in copy please refer as: Norwegian
FULL LOGO Legally the full NCL logo must be used.
BRAND TAGLINE The NCL Logo will ALWAYS be the primary element of the asset. The EMAS lockup will be used wherever possible (dependent on space/size of asset, channel, audience, etc.). Use the body copy space to say “Experience More at Sea” with a capital E, M and S (title case), if lockup can't be used. Unlike the "Feel Free" tagline, EMAS does not need to be used, it is up to the discretion of the designer.
IMAGE GUIDELINES AT A GLANCE
deserted, rocky beaches sad, lonely people too posed/fake
“nuclear fallout” solar glares handling wildlife night shots when not an overnight port
smelly animals dark skies single-use plastics
IMAGES TO USE:
CANDID
GENUINE
PERFECTLY IMPERFECT
INSPIRING
UNITED KINGDOM (UK)
LANGUAGE King's English
CURRENCY Pounds £ £5,000 / US$5,000 Currency symbol before / no space
DATE/TIME 1 January 2021 12-hr clock; 2:30 pm = 2:30 pm
When brand is mentioned in copy use please refer as: NCL
tilde usage Feel free to eliminate the tilde from any asset where it compromises the real estate of more important elements. Use should be limited to above main hero headlines. Always keep your tilde proportional to the size of the logo on your piece. The width of the tilde should be the same distance from the bottom left corner of the shield to where it touches the end of the “U” in “CRUISE”
OWNABLE
INVITING
AUTHENTIC
couples, older age range, warm, iconic destinations
When brand is mentioned in copy please refer as: NCL
CENTRAL EUROPE (CE)
LANGUAGE King's English, German, Spanish Italian and French are for lockups/digital/web only
CURRENCY Euros € EN: € 5.000 / US$ 5.000 DE: € 5.000 / US$ 5.000 ES: 5.000€ / 5.000$
DATE/TIME EN: 1 January 2021 DE: 1. Januar 2021 ES: 1 de enero de 2021 24-hr clock; 2:30 pm = 14:30
Middle East & Africa (MEA)
LANGUAGE English Hebrew for lockups/digital/web only
CURRENCY US$5,000
DATE/TIME 1 January 2021 24-hr clock; 2:30 pm = 14:30
KOSHER MEALS LOGO Must include the icon and Kosher meal verbiage (shown to the right) in all MEA pieces where there is mention of dining offerings.
religious imagery deserted, rocky beaches sad, lonely people too posed/fake
too much skin (bikini, shoulders) smelly animals dark skies single-use plastics
modest imagery, couples, older age range, keep meal shots Kosher (no pork, shellfish)
Hebrew
AUSTRALIA & NEW ZEALAND (AUNZ)
LANGUAGE Australian English
CURRENCY Australian Dollars $ (AUD) New Zealand Dollars $ (NZD) US$5,000
stereotypical AU images deserted, rocky beaches sad, lonely people too posed/fake
couples, vibrant images, iconic destinations
ASIA (ROA)
LANGUAGE English, Japanese
After first in copy mention as Norwegian Cruise Line, brand is then referred to in copy as: NCL
too many alcohol shots deserted, rocky beaches sad, lonely people too posed/fake
handling wildlife night shots when not an overnight port Prioritize talent of Japanese descent to ensure cultural authenticity. For Japan region specific assets.
smelly animals dark skies single-use plastics “nuclear fallout” solar glares
English version to be used where applicable
Please note that translated EMAS lockup to come
LATIN AMERICA (LATAM )
LANGUAGE Spanish, English
CURRENCY Mexico: $5,000 MXN Rest of LATAM: $5,000 USD
When brand is mentioned in copy use please refer as: NORWEGIAN
couples, families, active people, vibrant images, iconic destinations
BRAZIL (BR)
LANGUAGE Portuguese
CURRENCY Real R$ R$5.000 US$5.000
couples, families, active people, vibrant images, iconic destinations, onboard entertainment images that clearly depict being on ship
Updated: January / 2024
