CUNARD BRAND

GUIDELINES
THE AMERICAS

T H E M O S T FA M O U S O C E A N L I N E R S I N T H E W O R L D ®

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 CUNAR D BRAN D G U IDE LIN E S

C O N T E N T S

Page
Introduction 3
Brand Positioning 4
Brand Pillars 5
Brand Mission 6
Brand Personality 6
Brand Attributes 7
The Cunard Colours 8
Identity Applications 9-16
Typography 17
Copywriting Style 18
Terminology 19-20
Master Brand Brochure Covers 21
Sample Templates 22-28
Brand History 29-30
Marketing Approval 31

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 CUNAR D BRAN D G U IDE LIN E S

Welcome to the Cunard Brand Guidelines.

This information has been designed and presented to ensure that the Cunard brand is marketed in
an appropriate and consistent manner. It is essential that the heritage, quality, elegance and reliability
of one of the world’s leading brand names is upheld and adhered to in all circumstances.
To help guide you, we have separated the information into distinct, user-friendly sections.
You’ll find everything from Brand History & Positioning, Identities and Typefaces, Colour and
Photography to sample Templates, Stationery and rules surrounding the use of any Cunard material.
Please read these guidelines carefully and ensure that they are implemented as rigorously as possible.
Thank you in advance for your cooperation.

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 THE CU N ARD BRA N D

BR AN D P O SIT IO N IN G

What is the Cunard brand and what does it stand for?

It is essential that the Cunard brand should be visible, tangible and reflect a premium level of service
at all stages within the customer journey. From the moment a guest books to embarkation, to the
meals served, and the look of the menus – the quality should be globally representative of the
positioning below:

BRAND POSITIONING

BRAND PILLARS The Most Famous Ocean Liners in the World.

This is the overarching Brand Truth and is underpinned by the five brand pillars:
• Legacy & Tradition
• Grandeur & Elegance
• British
• Sense of Community
• Legendary Voyages

BRAND MISSION To fulfil aspirational dreams and deliver Cunard’s tradition of excellence at sea.

BRAND PERSONALITY Sophisticated and glamorous – for cultured travellers from around the world.

BRAND ATTRIBUTES With the Youngest Fleet in the World, Cunard offer classic traditions combined
seamlessly with 21st century luxury and a host of innovational firsts.

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 THE CU N ARD BRA N D

BR AN D P ILLA RS

Brand Pillars make up the special features which distinguish Cunard from our competitors and increase
our competitive advantage in a busy marketplace. They have been established through sound research
and analysis and are reinforced by our various on-board activities and programmes.

T H E M O S T FA M O U S O C E A N L I N E R S I N T H E W O R L D
This is the overarching Brand Truth and is underpinned by the five brand pillars:

LEGACY & TRADITION

A famous and trusted brand, delivering the finest traditions of the golden age of quality ocean travel

GRANDEUR & ELEGANCE

Iconic ships, glamour and elegance in all we do

BRITISH
‘Proper’ British signatures evident in all we do

SENSE OF COMMUNITY
Cunard provides the opportunity for guests to meet and bond with similar types of
people who enjoy doing similar things. The guest becomes a true ‘Cunarder.’

LEGENDARY VOYAGES
Transatlantic Crossings – Cunard operates the only scheduled service today.
Cunard introduced the World Cruise concept in 1922 – and travellers aspire to sail with Cunard.
Inspirational – each voyage becomes a uniquely memorable experience to those who sail.

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 THE CU N ARD BRA N D

BR AN D M ISSIO N

To fulfil aspirational dreams and deliver Cunard’s tradition of excellence at sea

To sail on a Cunard ocean liner, is to fulfil a dream. From the shamelessly indulgent levels of service and
luxury on board to the thrill of being greeted by crowds of excited shoreside spectators – a Cunard ocean
voyage is a reminder that the journey is as much a reason to travel as the destination itself.

BR AND P E RSO N A LIT Y

Sophisticated and glamorous – for cultured travellers from around the world
With glamorous associations and a litany of regal and famous guests, Cunard has an international
appeal unparalleled around the world. Renowned for fame, sophistication, formality and trustworthiness
– Cunard’s world famous ocean liners have become modern day icons of British heritage.

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 THE CU N ARD BRA N D

BR AN D AT T RIBU T E S

Classic traditions combined seamlessly with 21st century luxury & innovational firsts

THE YOUNGEST FLEET IN THE WORLD – With the arrival of Queen Elizabeth, the three largest
Cunarders ever built comprise the most modern fleet to grace the ocean waves.
TRANSATLANTIC CROSSING – The hallmark of Cunard. Perfectly designed to forge her way
across the Atlantic, Queen Mary 2 continues Cunard’s tradition as the only operator to offer a
regular service to and from New York.
THE MOST FAMOUS OF WORLD VOYAGES – Annually circumnavigating the globe, Cunard
offers a host of options from full world voyages to shorter sectors.
WHITE STAR SERVICE™ – Impeccable service, honed to perfection for more than a century
and a half, is the cornerstone of Cunard’s tradition. From the signature white gloved greeting on
embarkation, to award-winning dining and the quintessentially British tradition of afternoon tea –
nothing quite rivals this experience of gracious hospitality.
GRILLS EXPERIENCE – Discover a pre-eminent realm of privilege and luxury. Besides the lavishly
appointed suites and intimate ambience of the Grill dining which has long been rated the best
anywhere at sea by Berlitz, it means flowers, your own quiet spot on a private deck, embarkation
and disembarkation on a priority basis and butler service in the top suites.
FORMALITY AND GRANDEUR – Grand ballrooms with some of the largest dance floors at sea,
glittering production shows in full-size theatres, magnificent restaurants with sweeping staircases –
all providing the perfect backdrop for glamorous black-tie evenings.
CUNARD INSIGHTS® – Cunard Insights is Cunard Line’s on-board enrichment programme,
introducing guests to stimulating experts and accomplished visionaries who reflect the line’s heritage
of adventure and prestige. Through a series of lectures, Q&A’s, debates, social gatherings, and
workshops, guests will connect with personalities who have achieved notable distinction in areas
including history, world affairs, science, politics, arts and literature.

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 VISUAL E LE M E N T S

THE C U N A RD CO LO U RS

We have adopted the following Cunard colour palette to present a uniform look for the brand and to
give a clear identity to the individual ships.
Although the selection of colours appear simple, we should by no means take them for granted. Users
of these guidelines should be aware that colours are and can be dramatically different when applied
to a variety of materials. Care must be taken when quality controlling any of the many forms of print
and colour outputting.
Below is an illustration of the colours used and their respective breakdowns.

BRAND COLOURS
CMYK RGB Web Safe
Pantone
C M Y K R G B Hex value

n Cunard Red 485 0 95 100 0 254 0 51 FF0000

n Cunard Black Process Black 0 0 0 100 0 0 0 000000

n Cunard Gold 872 30 40 100 0 173 143 90 CC9933

SHIP COLOURS
CMYK RGB Web Safe
Pantone
C M Y K R G B Hex value

n Queen Mary 2 195 30 100 70 30 42 13 17 660000

n Queen Victoria 268 60 70 0 35 13 12 42 330066

n Queen Elizabeth 295 100 80 8 54 0 32 79 00204F

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 THE C U N ARD IDE N T IT Y

IDE NTITY AP P LICAT IO N S

BRAND IDENTITY
Cunard has a SINGLE identity for the Cunard brand known as the Master Brand identity which
contains the following elements. The Crest and Cunard elements of the Master Brand identity should
appear at least once on every piece of brand communication. The Most Famous Ocean Liners in the
World strapline should be included where size or design allows.

The Crest

Cunard
The Strapline

SHIPS’ REGISTRY
A ship’s registry must appear on all material printed in the United States that advertises voyages on
that particular ship. This is a requirement of the U.S. Coast Guard. When referring to specific ships,
use the appropriate registry as indicated:
Great Britain Registry
Queen Mary 2® Queen Victoria®
© 2008 Cunard Line. Ships registry: Great Britain
SHIPS’ TRADEMARKS
Trademark symbols must appear with the ship name at the first mention on the copy and in the first
most prominent position in all material printed in the United States. As with our identity, Cunard®,
each of our ship names is trademarked:
Queen Mary 2® Queen Victoria®
OTHER TRADEMARKS
Trademarks must appear at first mention in the copy and in the first most prominent position in
all material printed in the United States.
A Most Civilized Adventure® • Cunard® Line • Britannia® Club Restaurant • Cunard® Royal Spa & Fitness Centre
Britannia® Restaurant • Cunard World Club® • Canyon Ranch SpaClub® • Illuminations® • Caronia® Restaurant
Mauretania® Restaurant • Connoisseur Collection® • QE2® • Cunard® • The Cunarder® • CunardCare®
The Most Famous Ocean Liners in the World® • Cunard ConneXions® • Veuve Clicquot® Champagne Bar
Cunard Insights® • White Star ServiceTM • Cunard’s Kids ProgrammeTM
Non USA Producers - please contact your local Cunard Marketing contact (see page 31) for the full list of registrations
and trademarks which are relevant to non USA countries.

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 THE C U N ARD IDE N T IT Y

IDE N TITY A P P LICAT IO N S

IDENTITY VARIATIONS
Stacked – Where space allows, this is the preferred configuration for all Marketing and promotional
communication pieces. The strapline must be removed if appearing under 7pt.
Horizontal – This configuration is predominantly used for corporate stationery and paperwork, or
alternatively where space does not allow for the stacked configuration. The strapline must be removed
if appearing under 7pt.

Stacked version Horizontal version

ALL collateral should feature a Cunard logo.

MINIMUM SIZES
The following minimum sizes apply to the Master Brand identity:

Stacked version with strapline Horizontal version with strapline

Min. width: 1.50in (38mm) Min. width: 2.30in (58mm)

Stacked version with no strapline Horizontal version with no strapline Crest (when used separately)
Min. width: 0.71in (18mm) Min. width: 1.42in (36mm) Min. width: 0.35in (9mm)
(unless used on brochure cover,
see p23 & p26)

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 THE C U N ARD IDE N T IT Y

IDE N TITY A P P LICAT IO N S

CLEAR SPACE AROUND THE MASTER BRAND IDENTITY

The Master Brand identity should have the following minimum amounts of space around it. The width
of the ‘C’ forms the clear space.

WHITE SPACE AROUND THE MASTER BRAND IDENTITY

The Master Brand identity should have the following minimum amounts of space around it. The width
of the ‘C’ forms the white space.

To download usable versions of these logos, please go to www.cunardguidelines.com

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 THE C U N ARD IDE N T IT Y

IDE N TITY A P P LICAT IO N S

THE MONO VERSION OF THE MASTER BRAND IDENTITY

Where full colour reproduction of the Master Brand identity is not available, the mono version
should be used:

THE WHITE VERSION OF THE MASTER BRAND IDENTITY

Where the background does not contrast sufficiently strongly with the full colour Master Brand
Identity, the white version should be used:

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 THE C U N ARD IDE N T IT Y

IDE N TITY A P P LICAT IO N S

SHIP IDENTITIES
The horizontal version is the only configuration which can be used. The identity may be used with
or without the Cunard name. Colour variations and minimum sizes are illustrated on page 14. Ship
names must only ever be in gold (correct Pantone or CMYK breakdown), and Cunard where used,
in red. The ship colours shown on page 8 should not be used for the ship names. Ship names can be
used on their own on front covers as long as a Cunard logo appears on the page. Inside pages can
feature ship names on their own, as well as with the Cunard Crest.

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 CU N A RD

IDE N TITY AP P LICAT IO N S

MINIMUM SIZES

Min. height when used with Cunard name: 0.31in (8mm) Min. height when used without Cunard name: 0.28in (7mm)

COLOUR VARIATIONS

Mono version for use where full White version, for use where background does not
colour or gold are not available provide sufficient contrast with full colour version

USE OF SHIP NAMES WITH THE CREST

The space between crest and ship logo is the equivalent width of two ‘N’s

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 THE C U N ARD IDE N T IT Y

IDE NTITY AP P LICAT IO N S

COLOUR
The official Cunard colours must be used in all full colour pieces with the exception of Cunard
corporate colour backgrounds where white-out versions may be used as an alternative (or where
a white-out identity will be more appropriate).

MERCHANDISING
All plans for merchandising must be discussed in advance with your local Cunard Marketing contact
(see page 31). Cunard branded products must not be produced without Cunard’s agreement.

COMPOSITION & STAGING

It is important that the size of the brand identity be appropriate to the medium and to other graphic
elements. The identity must also be placed away from other elements in a layout so that it is easily
identifiable. When using the identity on a background, please verify that the background provides
sufficient contrast to the identity and choose an area with a solid light or dark space to ensure proper
staging and legibility. The differing Cunard and individual Ship identities should never appear next to
each other on the same piece.

SIZING
When sizing the identities, it is essential that the elements (Crest/Ship Name, Cunard and strapline)
be increased or reduced as a unit. While there is no maximum size for the identity, minimum sizes are
listed on the previous pages.

CO-BRANDING
When using the Cunard identity with those of other organisations or entities, it is important not to
confuse or transfer identities. Therefore, avoid placing the Cunard identity in close proximity to another
company’s logo.

Cunard Gold
Pantone 872
or 30C, 40M, 100Y, 0K

Cunard Red
Pantone 485
or 0C, 95M, 100Y, 0K
Cunard Black
Pantone Process Black
0C, 0M, 0Y, 100K

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 THE C U N ARD IDE N T IT Y

IDE N TITY A P P LICAT IO N S

RED BAND Logo background: Cunard Black

Crest: Cunard Gold Pantone Process Black
Pantone 872 0C, 0M, 0Y, 100K
or 30C, 40M, 100Y, 0K
THE MOST FAMOUS OCEAN LINERS IN THE WORLD®

Cunard: Cunard Red

Pantone 485
or 0C, 95M, 100Y, 0K

Red band: Cunard Red

Pantone 485
or 0C, 95M, 100Y, 0K

‘Most Famous’ strapline: 70% Cunard Gold

70% Pantone 872
or 70% of (30C, 40M, 100Y, 0K)
Font: Cunardia
Size: 22pt, +235 tracking

STRAPLINE FOR USE ‘Most Famous’ strapline: Cunard Gold

AS BROCHURE FOOTER Pantone 872
or 30C, 40M, 100Y, 0K

®
T H E M O S T FA M O U S O C E A N L I N E R S I N T H E W O R L D

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 TYP O G RAP H Y

M AR KE TING CO M M U N ICAT IO N S T YP E FACE S

To present a consistent and coherent brand image, we have selected the following group of typefaces
to be used when producing Cunard material.

Main Headings and Brochure Covers:

• Le Havre to be used in the majority of cases Le Havre
• Trajan to be used sparingly and only with approval from Marketing

Voyage Names:
• Voyage Names (i.e. “Mediterranean Explorer”) may appear in Le Havre when
used as chart/itinerary titles, as column headings for fare charts, etc., but when Le Havre
used in body copy (i.e. “Enjoy our Mediterranean Explorer 12-day tour of
Europe”) should continue in the same font as the copy block in which it appears.

Ship Names:
• Ship Names must ALWAYS appear only in Cunardia, regardless of usage or font
of surrounding copy – within narrative text, in emphasis copy, etc. The ship names Cunardia
should never be divided due to wrapping.

The Most Famous Ocean Liners In The World®:

• When used within copy, strapline continues in the same font as copy block in which
it appears.
• In General – strapline should NOT be used locked-up with logo on marketing Cunardia
materials, as logo size is usually too small for strapline to be readable.
• When used as a vertical strapline or footer (see page 16 for an example):

Secondary Headlines/Subheads:
• Weights/sizes by usage type at designer’s discretion Drescher Grotesk

Primary & Secondary Body Copy:

• Main Narrative Drescher Grotesk

Detail Copy:
• Itineraries/Schedules – Embark/Disembark Ports should be indicated in bold Zurich Condensed
• Fare Charts – Zurich Condensed/Light should be used for both Category Names
and Fares Zurich Light
• Disclaimers, Terms & Conditions, other “Legal Copy” – minimum type size 6 point

Script:
• To be used as initial capital letters to start new body copy sections or use sparingly
in full words/titles.
Palace Script

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 TYP O G RAP H Y

CO PYW RIT IN G ST YLE

Far be it for any guidelines to instruct on how to write copy, but any copy must reflect the quality of
the brand. It must be addressed in such a way so as to add polish and credibility to a brand which is
steeped in so much history and acclaim.
Descriptions of Cunard, its brand and its product must project a sense of professionalism, quality, style
and service. There are many words and phrases which can be used to ensure such a delivery and the
following are just a small selection for your guidance:

SUGGESTED WORDS/PHRASES

BRAND ESSENCE • The Most Famous Ocean Liners in
the World®
• Timeless Voyages since 1840
• A Timeless Legacy
• Tradition in 21st Century Luxury
• The new golden age of ocean travel
• The legendary Cunard experience
• International icons of British heritage
(the ships)

BRAND MISSION • Aspirational dreams • Impeccable levels of service and luxury

• Excellence at sea • Legendary voyages to legendary places

BRAND PERSONALITY • Glamorous • Stylish

• Famous • Reputable
• Respected • Reliable / Trustworthy
• Classic • Sophisticated
• Graceful • Inspirational

BRAND ATTRIBUTES • Tradition to Technology • White gloved Afternoon Tea service

• White Star Service™ • Enrichment programmes
• The Cunard Grills Experience

QUEEN MARY 2 • The greatest ocean liner ever built • Proudly taken over the Transatlantic mantle
• One of the greatest maritime engineering • The world’s greatest ocean liner
feats of this century

QUEEN VICTORIA • A classic Cunarder • An evolution in elegance

QUEEN ELIZABETH • Second largest Cunarder ever built • Our gracious Cunarder

THE TRANSATLANTIC • Cunard offers the only scheduled • Classic, epic and unforgettable
CROSSING Transatlantic service • The legendary Transatlantic Crossing
• A legendary crossing uniting two great
continents

WORLD VOYAGE • The most famous of world voyages • The epic world voyage

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 TYP O G RAP H Y

TE RM IN O LO G Y

TERMINOLOGY

SHIP NAMES NOT Never use “the” preceding a ship name

QUEEN MARY 2 NOT QMII or QM2

QUEEN VICTORIA NOT QV or Queen Vic

QUEEN ELIZABETH NOT QE

OCEAN LINERS OR SHIPS NOT Boats

VOYAGE NOT Cruise

TRANSATLANTIC CROSSING NOT Transatlantic Cruise or Voyage

GUESTS NOT Passengers

FARES NOT Prices

GREAT VALUE / SAVINGS NOT Bargains or Discounts

COMPLIMENTARY NOT Free

STATEROOMS NOT Cabins

CUNARD When referring to the Brand (in an informal context)

CUNARD LINE When referring to the Brand (in a formal context)
CARNIVAL PLC When referring to the Company
THE GRILLS The product name for the overall service – only to be used as a noun referring to the
THE GRILLS EXPERIENCE combined categories. As a general rule, if you cannot say “The Grills” it’s probably not
an appropriate use of the plural form. The first letter/s should always be capitalised and
should never appear in single/double speech marks or in italics.
GRILL The adjective/modifier to be used when describing the service or an element thereof –
i.e. Grill dining, Grill amenities, Grill accommodation, Grill restaurants, Grill guests, Grill
categories, etc. The first letter should always be capitalised and should never appear in
single/double speech marks or in italics.
ACCOMMODATIONS The plural version to be used by the U.S. market only when referring to a particular
category/level and when adding a modifier, i.e. ‘Britannia accommodations’.
ONBOARD Write as one word in all cases (entertainment onboard).
ROUNDTRIP To be written as one word – not as two separate words or adjoined with a hyphen.

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 TYP O G RAP H Y

TE RM IN O LO G Y

LANGUAGE:
Use British English in all marketing communications.

SHIP STRAPLINES:
You may insert the following ship straplines where appropriate:-
• Queen Mary 2 - The greatest ocean liner ever built
• Queen Victoria - A classic Cunarder
• Queen Elizabeth - Our gracious Cunarder

NUMERIC STYLES:
Always spell out numbers 9 and under. Use numeric designations for 10 and higher.
Use numerals when the number modifies a unit of measure, time, proportion, etc.:
65 mph, page 5, 9 percent.

TIME:
All references to timings should use the following format, 12:00 a.m., 1:00 a.m., 12:00 p.m., 1:00 p.m.

DATES:
Avoid using ordinals when writing dates, eg. January 1 instead of January 1st. Refer to dates in the
order of Month/Day/Year, ie May 13, 2008 or 05/13/08.

GENERAL DISCLAIMERS:
Fares are in U.S. dollars, per person, based on double occupancy for minimum stateroom category,
excluding gratuities, government fees and taxes.

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 SAMP LE T E M P LAT E S

CUNAR D M A ST E R BRAN D
BR O CH U RE CO VE RS
To ensure worldwide consistency, the preferred options for all Cunard Master Brand brochures are
shown in the following templates.
These templates show the colour, position and relative size of the strapline and identity. On brochure
front covers, the strapline must only ever appear vertically on the left hand side, with copy running
from bottom to top of stripe. On brochure back covers, the strapline must only ever appear vertically
on the right hand side, with the copy running from top to bottom. The strapline must never appear
horizontally at the top or bottom of a brochure cover - see overleaf.
Designers must follow the typography and identity guidelines on this site to ascertain the correct
brochure cover fonts and identity formats to use in conjunction with the following. The rest of the
cover has been left free to express the individual requirements of the specific brochure both in terms
of photography and illustration.
The three standardised brochure options provided below are:
BROCHURES
• US Letter 8.5in x 11in (216mm x 279mm) Portrait
• US Letter 11in x 8.5in (279mm x 216mm) Landscape
• 8.5in x 5.5in (216mm x 140mm) Portrait

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 SAMP LE T E M P LAT E S

R ED ST RIP E –
FR ON T CO VE R BACK CO VE R

THE MOST FAMOUS OCEAN LINERS IN THE WORLD®

THE MOST FAMOUS OCEAN LINERS IN THE WORLD®

THE MOST FAMOUS OCEAN LINERS IN THE WORLD

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 SAMP LE T E M P LAT E S

L ET TE R SIZE : PO RT RA IT - F RO N T CO VE R

0.9in
(25mm) 7.52in (191mm)
Logo background: Black
0.9in
(25mm) Crest: Pantone 872
Cunard: P antone 485 or
0.35in (9mm) 0C / 95M / 100Y / 0K
THE MOST FAMOUS OCEAN LINERS IN THE WORLD®

9.99in
(254mm)

Red Band: Pantone 485 or

0C / 95M / 100Y / 0K

‘Most Famous’ strapline:

0.10in (2.5mm)

0.10in (2.5mm)

70% Pantone 872

Font: Cunardia
Size: 22pt, +235 tracking 0.18in (4.5mm)

0.63in
(16mm)

0.18in (4.5mm)
0.35in (9mm) 0.79in (20mm)

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 SAMP LE T E M P LAT E S

L ET TE R SIZE : LANDSCAP E - F RO N T CO VE R
0.67in
(17mm)
10.31in (262mm)
Logo background: Black
0.75in Crest: Pantone 872
(19mm) Cunard: P antone 485 or
0.35in (9mm) 0C / 95M / 100Y / 0K
THE MOST FAMOUS OCEAN LINERS IN THE WORLD®

Red Band: P antone 485 or

7.75in 0C / 95M / 100Y / 0K
(197mm)

‘Most Famous’ strapline:

70% Pantone 872
Font: Cunardia
Size: 15pt, +235 tracking

0.35in (9mm)

0.06in 0.06in
(1.5mm) (1.5mm)

0.14in (3.5mm)

0.47in (12mm)

0.14in (3.5mm)
0.55in
(14mm)

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 SAMP LE T E M P LAT E S

8.5” x 5.5” (216MM x 140MM) P O R T R A I T -

FR O N T CO VE R
0.67in
(17mm) 4.8in (123mm)
Logo background: Black
0.75in Crest: Pantone 872
(19mm)
Cunard: P antone 485 or
0.35in 0C / 95M / 100Y / 0K
(9mm)
THE MOST FAMOUS OCEAN LINERS IN THE WORLD®

7.75in
(197mm)

Red Band: Pantone 485 or

0C / 95M / 100Y / 0K

‘Most Famous’ strapline:

70% Pantone 872
Font: Cunardia
Size: 15pt, +260 tracking 0.06in
(1.5mm)
0.06in
(1.5mm)

0.14in (3.5mm)

0.47in (12mm)

0.35in 0.14in (3.5mm)

0.55in
(9mm) (14mm)

T H E M O S T FA M O U S O C E A N L I N E R S I N T H E W O R L D ®

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 SAMP LE T E M P LAT E S

LET T E RH E ADS

Cunard Letterheads

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 SAMP LE T E M P LAT E S

E NVE LO P E S

Corporate Envelope

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 SAMP LE T E M P LAT E S

CUNARD W O RLD CLU B

The Cunard World Club is a members-only programme designed to recognise and reward loyalty
to Cunard. The programme operates on a tiered system and guests receive benefits according to
their awarded tier. The Cunard World Club also has its own dedicated identity which should be used
wherever possible when referring to the Club.

Min. width: 40mm

Minimum clear space around the logo is

double the width of the ‘C’ in Cunard

T H E M O S T FA M O U S O C E A N L I N E R S I N T H E W O R L D ®

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 THE CU N ARD BRA N D

BR AN D H IST O RY

SIR SAMUEL CUNARD

In 1839, Samuel Cunard’s British and North American Royal Mail Steam Packet Company was
awarded the first ever contract for steam ships to deliver mail across the Atlantic. This proud bestowal
by Queen Victoria’s Admiralty, granted Cunard’s steam ships the honoured titled RMS (Royal Mail
Ship) and represented a significant historical moment in connecting two great continents.

TRANSATLANTIC ROOTS
As the first and now the only company to offer a scheduled service across the Atlantic – this most
legendary of voyages has become the ultimate expression of the Cunard Experience today. From
Britannia’s Maiden Crossing in 1840, Cunard has carried millions of emigrants to North America,
played host to the world’s rich and famous, served in five major wars, held the Blue Riband award for
the fastest passage across the Atlantic, obtained an unparalleled safety record and deservedly forged
the title for the Transatlantic Crossing as ‘The Only Way to Cross’.

T H E M O S T FA M O U S O C E A N L I N E R S I N T H E W O R L D ®

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 CU N A RD

BR AN D H IST O RY

INNOVATIONAL FIRSTS
From The Golden Age of Travel, Cunard has pioneered the way forward with the introduction of
the first children’s playroom; en-suite bathrooms; electric lighting; refrigeration systems; bridal suite;
gymnasium and health centre; library and the first photography dark room at sea. Today, Cunard is
still at the forefront of technological developments with Queen Mary 2 – one of the greatest maritime
engineering feats of this century, Queen Victoria with the first private theatre boxes at sea and our
latest Cunarder, Queen Elizabeth now becoming part of the Youngest Fleet at Sea.

FAMOUS FOR A REASON

In 1934, Queen Mary became the first merchant ship ever to be launched by a Monarch and
was later referred to as the 8th Wonder of the World by the movie star legend, Cary Grant. Since
then, both Queen Elizabeth 2 and Queen Mary 2 have been named by HRH Queen Elizabeth
II and Queen Victoria has been named by HRH Duchess of Cornwall, continuing Cunard’s proud
association with the Royal Family. With glamorous associations and a litany of regal and famous
guests, Cunard has an international appeal almost unparalleled in the world of ocean travel.

HISTORY OF THE CUNARD CREST

The Cunard crest originally came into being in 1879 when Cunard became a public company –
The Cunard Steamship Company. The addition of a globe showing the Western Hemisphere and the
Atlantic was appropriate to the shipping routes travelled, and the crown appropriate for a company
established under government contract. The lion’s head is turned toward us, a change which would
have been deemed necessary as a Royal Insignia could not be produced exactly. Samuel Cunard
was frequently referred to as the ‘Steam Lion’.

CUNARD TODAY
Owned by English registered company, Carnival PLC, Cunard Line is one of the world’s most
recognised brand names with a classic British legacy and ships that are recognised as international
icons of British heritage.

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 PO LIC IE S & P RO CE DU RE S

MAR KE T IN G AP P RO VA L

Marketing approval or guidance can be obtained by contacting the following Cunard personnel:

U.S. / CANADA:
contact Nicole Knox (nknox@cunard.com)

UK:
contact Andrea Lenihan (andrea.lenihan@cunard.co.uk)

GERMANY, AUSTRIA & SWITZERLAND:

contact Kathleen Pohl (kathleen.pohl@cunardline.de)

AUSTRALIA:
contact Michael Viner (michael.viner@carnivalaustralia.com)

T H E M O S T FA M O U S O C E A N L I N E R S I N T H E W O R L D ®

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