1

BRAND IDENTITY GUIDELINES

v.1_May 09

2

TABLE OFCONTENTS1. Brand Positioning 3

2. Our Logo Treatment 4 BrandIdentifiers 8

3. Colours & Typefaces ColourPalette 11 Typefaces 13

4. Brand Voice ToneofVoice 15 TheNationofWhyNot 16 Dos&Don’ts–Copy 17

3

WHY NOT?Welcome To Royal Caribbean InternationalAtRoyalCaribbeanInternationalweliketoask‘Why Not’.Whynotclimbmountainsatsea,iceskateontheequator,orsunbathepastglaciers?We’vepushedtheboundariesofimaginationandinnovationtobringyoutheworld’sfirstonboardrockwalls,ice-skatingrinksandsurfparks.Onacruiseholidaywithusyou’refreetodoasmuchoraslittleasyoulike.Withmorethan290destinations,breaktakingshoreexcursionsandamazingonboardinnovationsateveryturn,joinusandexperienceacruiseholidaylikenoother.

Welcome to the Nation of Why Not

4

OUR LOGOTheRoyalCaribbeanInternationalclassiclogoisaspecificcombinationoftheCrown&Anchorsymbol,ourbrandname,typographyandcolour.

• AlwaysusetheapprovedRoyalCaribbeanInternational colours:(NavyBlue,RoyalBlueandRoyalGold)orthe four-colourprocessequivalents.

• Clearspaceistheareathatsurroundsthesignatureand spaceisX,asshownintheexample.(Xequalsthe heightofthe“International”bar).

• Alwaysprovidetheminimumclearspacearoundall sidesofthesignature.

• Theone-colourlineartsignatureshouldonlybeprinted inRoyalCaribbeanNavyBlue,blackorwhite.

• Thesignatureshouldalwaysincludetheregistration symbol(®).

• Allofthesignaturesshownintheseguidelinesshould beusedatasizenosmallerthan9.5mminheight.

Three-colour signatureGalliard Roman & Frutiger Roman fonts9.5mm minimum size signature

One-colour signature9.5mm minimum size signature

Minimum Clear Space

5

Incorrect Logo Useage:

www.royalcaribbean.com

RoyalCaribbeanINTERNATIONAL

Get out there.®

Delenit, euismod luptatum autem vulputate vel duis esse laoreet, et consequat feugait? Suscipit in, consequat vel enim vel delenit nonummy nostrud facilisi ad tincidunt duis ut nulla. Et dolore

wisi eum euismod ut at sed vel amet, odio facilisi et vero. Nulla eu vero quis vel ut duis. Illum ut nibh at

DO NOT use any colour c ombinations other than those listed in the colour palette.

DO NOT switch colours within the signature DO NOT change the typefaces of the Royal Caribbean International signature.

DO NOT use the Royal Caribbean signature at an angle.

DO NOT separate or eliminate any of the Royal Caribbean signature components.

DO NOT list the web adress below the logo. DO NOT use previous campaign taglines.

DO NOT reproduce the signature in a single colour other than Royal Caribbean Navy Blue, black or white.

DO NOT distort the Royal Caribbean signature in any way.

DO NOT violate the minimum clear space with a photograph or text as shown.

6

ADDITIONAL LOGO DIRECTIONBackground Control:Althoughthesignaturemayappearonawidevarietyofbackgrounds,therecommendedbackgroundsareasolidfieldofwhite.RoyalCaribbeanGold,RoyalCaribbeanNavyBlueorRoyalCaribbeanRoyalBlue.Alightneutralbackgroundisalsoacceptable.

Using the Signature with a White Border:Whenthethreecoloursignatureisplacedonablueorblackbackground,awhiterulesurroundsthesignature.Whenusingasmallsizesignature,theruleisapproximately1⁄2point,butifprintingcapabilitiesarelimited,yourprintermayincreasetheruleto1point.Forlargerapplications,theruleenlargesproportionallytotheothersignatureelements.

Using the Signature with a Blue Border:WhenthethreecoloursignatureisplacedonasolidRoyalCaribbeanYellowbackground,thesignatureissurroundedbyaRoyalCaribbeanNavyBlueinsteadofawhiterule.

Using Photographic Backgrounds:Thesignaturemaybeplacedonaphotographicbackground,providedthereissufficientcontrasttodifferentiatetheidentityfromthebackground.Avoidclutteredphotographicbackgroundsordistractingpatternedbackgroundsthatmightobscurethesignature.Ifthephotographicbackgroundisverydark,awhiteruleshouldsurroundthethreecoloursignature.

(See next page for examples)

7

Additional Logo Direction:

White background Royal Caribbean Royal Blue background Royal Caribbean Royal Blue background with reverse signature

Royal Caribbean Yellow background Light neutral background Photographic background

Royal Caribbean Navy Blue background Black background

8

BRAND IDENTIFIERSThese are additional branding elements that can be used in conjunction with the classic logo. The Crown & Anchor logo can never be used in place of the Royal Caribbean logo.

The Crown & Anchor:Usedinalmosteveryvisualaspect,theAnchoristhebrandsbackbone.Itcanonlystand-aloneinanenvironmentthatisalready“RoyalCaribbean”branded(eg.onboardourship).ItmayonlybeusedinNavyBlue,blackorwhite.

Additional Crown & Anchor Usage:TheCrown&AnchorsymbolshouldonlybeusedalonewhenitisplacedonanobjectofespeciallysmallsizethatcannotaccommodatetherectangularRoyalCaribbeanInternationallogo,orwhenitisusedinadditiontotheRoyalCaribbeanInternationalsignature.

UsesoftheCrown&Anchorsymbolasastand-aloneshouldbesubmittedtoMarketingCommunicationsforapproval.

WhenusingtheCrown&Anchorsymbolalone,followtheclearspacerequirements.

Alwaysusetheregistrationsymbol(®)ontheCrown&Anchorlogo.

TheCrown&AnchorlogocanneverbeusedinplaceoftheRoyalCaribbeanlogo.

9

BRAND IDENTIFIERSThe Crown & Anchor Crest:TheAnchorcrestmaybeusedonlywith“TheNationofWhyNot”onitsaccompanyingbanners.Only“TheNationofWhyNot”copymaybeusedonthebanner.

TheCrown&Anchorcrestshouldnotreplaceourclassiclogo.InapiecewhereyouusetheCrown&Anchorcrest,youmustalsoincludetheclassiclogo.TheCrown&Anchormaynotbealteredinanyway.

Alwaysusetheservicemark(SM)ontheCrown&Anchorcrest.

Text to be confirmed Text to be confirmed

10

BRAND IDENTIFIERSDos & Don’ts – Logos

Dos for logo:•OnlyuseinanalreadyRoyalCaribbean brandedenvironment

•CanonlybeusedwithTheNationofWhyNoton thebanners.

•Ondarkbackgroundsthelogomusthavea whitekeyline

Don’t:•DoesnotreplacethecurrentRoyalCaribbeanlogo

Dos & Don’ts – Crest

Do:•Usetoaccompanyallmaterialassignoffto TheNationofWhyNot

•UseitonitsownwithouttheNationofWhyNotlogo

Don’t: •UsewithouttheRoyalCaribbeanlogo

11

COLOUR PALETTEProcess Colours:PrintingwithPantone®colourinksispreferable;however,match-colourreproductionisnotalwaysanoption.

Four-colourprocessprintingmaybeusedwhennecessary,suchasinmagazines.Manyfactorscaninfluenceaccuratecolourreproduction;pressprocess,paperstock,linescreenandinkcoverage,tonamejustafew.

Pleasekeepinmindthatthesefactorsmayaffecttheresultsoftheabovefour-colourprocesssimulationformulas.

Foroptimalresults,workwithyourprintertomatchPantone®colourchips.

Electronic Colours:WhenreproducingtheRoyalCaribbeansignaturethroughelectronicmedia,suchasonlineorvideo,alwaysusetheseRGBformulatedequivalentstoachievetheclosestresemblancepossibletoRoyalCaribbeancorporatecolours.

Navy Blue Royal Blue Royal Gold

C: 100M: 90Y: 0K: 55

R: 6G: 21B: 86

PMS: 281

C: 91M: 51Y: 0K: 0

R: 0G: 115B: 187

PMS: 2727

C: 0M: 28Y: 100K: 0

R: 254G: 189B: 17

PMS: 1235

Primary Colours:

12

COLOUR PALETTESecondary Colours:New AlaskaCruise Tours

New Canada& New England

Australia &New Zealand

New CanadianRockies

Asia Red

C: 60M: 20Y: 5K: 25

R: 77G: 135B: 169

PMS: 5405

C: 0M: 15Y: 100K: 36

R: 177G: 148B: 1

PMS: 399

C: 0M: 40Y: 100K: 10

R: 226G: 151B: 23

PMS: 1385

C: 0M: 90Y: 100K: 80

R: 84G: 0B: 0

PMS: 5185

C: 0M: 100Y: 100K: 0

R: 237G: 28B: 36

PMS: 1797

13

TYPEFACESGOTHAMULTRAFormainheadlinesandtitles

GOTHAMBOOK*Forbodycopy

GOTHAMLIGHTForaccentcopy

ADOBECASLONITALICForsub-headlinesandtobreak-uptheothertwosanseriffaces

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890@#$%^&*()

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

1234567890@#$%^&*()

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopaqrstuvwxyz

1234567890@#$%^&*()

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopaqrstuvwxyz1234567890@#$%^&*()

Topurchasefonts,pleasevisit:typography.com(gotham)andFontshop.com(Caslon).

* Gotham Book Condensed may be used as a secondary option in situations where a thinner typeface is necessary. However, this use should be limited wherever possible and the primary option should be Gotham Book.

14

TYPOGRAPHYExamples:

15

THE NATION OF WHY NOT SPEAKSRoyal Caribbean’s Brand Voice:TheNationofWhyNotisaplacethat’swelcomingtoallkindsofpeople,fromallovertheglobe.Itisfriendly,respectfulandtolerant–justlikeitscitizens.Itisneversnobbish,exclusive,fliporjudgemental.

TheNationofWhyNotisoptimistic.Itdoesnotmoanaboutwhatiswrongwiththeworld,itisnotbitter,sarcasticorjaded.Insteaditseekstocreatebetteralternatives.Whereothersseeonlyproblemsanddead-ends,itseespossibility.

TheNationofWhyNotdoesnottakeitselftooseriously.Itknowsthatwhenpeopleareontheirholiday,theywanttheweightoftheworldofftheirshoulders.That’swhyitengagespeopleinalighthearted,wittyandplayfulway,withouteverdescendingintocheesiness,wackinessorlow-browhumour.

TheNationofWhyNotbelievesinthepoweroftheimagination.It’sacompanyrunbyforward-thinkingdreamers.Sowhenitspeaks,itdoesnotover-intellectualise,resorttotechnicaltalkorlistsoffeatures,buttalksaboutthedreamsthatinspireditsaccomplishments,andhowtheexperiencewillchangepeople.

TheNationofWhyNotisaplaceinwhicheveryonefeelsliberatedtodiscovertheirbestself–inunexpectedanduniqueways.Itdoesnotdescribewhat“WhyNot”shouldmeantoanyoneindividual.It’snotacompetition,orarace.It’saboutpeoplechallengingthemselvestoparticipateinalltheNationhastooffer,ratherthanchallengingtherulesortheestablishment.

TheNationofWhyNotisaleader,notafollower.It’saplaceunlikeanyother.Whichmeansthatitdoesnotcopyorfollowconventions.Everythingitdoesstartswiththequestions“whatif?”and“whynot?”andtheresultsarealwaysnew,anddifferentandsurprising.

16

THE NATION OF WHY NOT SPEAKS

DO A FIGURE OF EIGHT across the seven seas?

Why Not.

THE LAND OF YOUR DREAMS that turns out to be no land at all?

DIRECTIONS TO THE NATION OF WHY NOT pick up a globe, we’re the parts that are blue

17

DOS & DON’TS – COPY

Dos – The Nation is:PlayfulAspirationalLiberatingConfident/LeadingWitty

Smart

Don’ts – The Nation isn’t:WackyExclusivePromotinglawlessnessorrule-breakingPompousFunnyorsarcasticOverlyintellectual

Do use words such as:ExhilaratingSpectacularBreathtakingChoiceAward-winningserviceExperienceExcitingAdventureExplorerMagnificentRock-climbingwallIce-skatingFlowRider®

In-lineskatingInnovativeStateroom,NOTcabinGuests,NOTcustomersUniqueonboardexperiences

Don’t use:MegaHugeJumboMammothGiganticDiscountBargainClearout

When to use Onboard vs On board?On boardwhenoneise.g.aguestonboard

Onboardasadescriptorofthingse.g.anonboardicerink,etc.