Welcome to the visual identity for Amerikalinjen. Treat it like you would treat a guest.

1. Amerikalinjen

Brand Platform

Our brand platform is our manifesto. Read it carefully.

Visual Identity

Password: newyork

Logo

The logo is designed to embody Amerikalinjens brand attributes: Eclectic, adventorous and inspiring. On digital surfaces the logo should always be in motion and reflect our positioning as the explorer and the reference to the compass.

Colors

Always use the colors that are shown. Never tweak or adjust colors without supervision.

AL Black

HEX #080808
RGB 0 0 0
CMYK 0 0 0 97
PMS Black U

AL White

HEX #f7f7f7
RGB 255 255 255
CMYK 0 0 0 0
PMS

AL Blue

HEX #23214a
RGB 35 33 74
CMYK 100 95 37 40
PMS 282 U

AL Green

HEX #356d67
RGB 53 109 103
CMYK 78 35 54 25
PMS 323 U

AL Red

HEX #e7363f
RGB 231 54 63
CMYK 0 89 71 0
PMS 032 U

AL Pink

HEX #fadfe3
RGB 250 223 227
CMYK 1 18 7 0
PMS 705 U

Typography

Introducing America, the official font of Amerikalinjen.

Weights:

— Standard Light + Standard light Italic

— Extended Light + Extended Light italic

NB! Remember to purchase liscense for your use here.

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Ææ Øø Åå

1 2 3 4 5 6 7 8 9 !

Tone of voice

Always write in a way you would tell a story. Be warm and inspiring, include adjectives that brings a certain flavour to the cause you are writing for.

Example:

Pier 42 – your choice of cocktails from the original ships – refreshed with a contemporary twist (words as refreshed and twist are often used when speaking of cocktails and beverages)

The Gym – Sporting a full-sized boxing ring and anything else that’ll get your blood pumping. (Sporting and get your blood pumping creates a vision of what you can expect to find at the gym)

Remember this when writing for Amerikalinjen:

People don’t always remember what you say or even what you do, but they always remember how you made them feel.