The FRS Brand
Compass
The FRS brand compass guides us in our daily operations, today and in the future.
Our Values:
Warm, social, engaging and empathetic.
Our values are what we stand for, believe in and the guiding principles that define how we act internally and externally.
Our Value Proposition:
These are the competitive, relevant and differentiating services we offer:
- Glocal* expertise and tours
- Outstanding service and support
- Unique maritime experiences
- Superior quality and reliability
- Our Promise: Welcome to our home
Our promise is to welcome our customers into our home and always make them feel special and content. We strive to deliver on this promise in every single touchpoint and across all entities. *Glocal: Tailoring of globally available services and experiences to local markets.
Implementation Examples
Handpicked experiences
Curated tours and local know-how
A warm, welcoming voice
Distinct tone of voice - friendly, warm and welcoming
Experiences on board
Bring the local and authentic experiences on board
From farm to fork
Locally sourced food & partnerships with local iconic business
The friendly host
Informal work wear - contemporary look
Be social
Hosting social events on board
Implementation Examples
Complimentary coffee/tea/water
Learn from the stewardesses: serve a refreshment, on board and/or while waiting at shore
Home baked goods
Make an extra effort - love goes through the stomach!
Communicate waste reduction
A good host know how to be a good guest, Beach Clean up ++
At home/on the go
App with conversational tone of voice
Show how you give back/take part in the local society
No waste before recycling!
It’s good for the environment, and cosy too.
Be the butler
Provide luggage service
Our Logo
The logo reflects the calm rhythm of the sea in the shape of two waves. The dolphin coming out of the wave reflects FRS as a company that always strives to be your helpful and trusted host at sea. The FRS wordmark reflects the visual expression of the dolphin, with soft curves and endings. The logo is an entity and neither the proportions between FRS and the dolphins nor the placement of the elements may be altered. There can be a a few exceptions when it comes to placing the logo on our vessels and in physical spaces.
Logo Versions
The primary logo colour is red on white. The primary logo may also appear on FRS light grey background – or on a calm and light coloured photo background, as long as the logo stands out clearly. The negative logo versions may be used on dark coloured backgrounds and photos. If circumstances don’t allow for the logo to appear in red, e.g. in connection with co-branding where a monochrome expression is preferred, the black version may be used.
Minimum
Clear Space
Minimum clear space is the space in which no graphic elements, text or other items should be placed. Respecting the minimum clear space ensures that it stands out prominently. The minimum clear space is defined as the full height of the logo above, on the right hand side and below, and 3/4 of the full height on the left hand side.
Logo Placement
In general the logo is placed in the corners of a given format. When the logo is placed to the left, the left margin is to be aligned with the ‘F’.
The Dolphin
The FRS dolphin mark can be used on its own, as an identifying mark, as a Favicon, Social Media avatar or enlarged as a graphic element.
Dolphin as Supergraphic
The dolphin mark can be cropped and scaled proportionally on its own and used as a supergraphic. This can add brand character to key touchpoints. The dolphin mark may never be cropped in such a way that the right-hand side of the wave or the fin of the dolphin is not shown.
Our Typefaces
Aero is the main brand typeface of FRS. It is characterized by its width and its square yet friendly character. It is used mainly as a display typeface, and as such appears in larger sizes and/or key identifying touchpoints. The Medium and Bold versions are the main weights used by FRS. Roboto is used for body text. It is a narrower, highly legible typeface. Download Roboto for free here: www.fonts.google.com.
Font Usage
As the main typeface of the FRS brand, Aerois used for headlines. In general it appears in FRS Red (p. 17), adding FRS brand character to given touchpoints. Aero can also be used more subtly in FRS Dark Blue for subheaders, or in Light Gray for pagination. Roboto Regular is used for body text, and in general appears in FRS Dark Blue or Black.
Brand Colours
Colours
FRS Red is the primary identity colour of the FRS brand. It is used for the FRS logo, titles set in Aero (p. 15) and for solid coloured surfaces. FRS Dark Blue is mainly used for text. Setting text in FRS Dark Blue softens the expression. The greyscale colours are primarily used for subheaders and captions (or similar secondary text) as well as light background colours of e.g. fact boxes. On digital touchpoints the light Grey may be used for coloured text boxes in layouts. The secondary palette is mainly used for infographics (p. 30) or in similar use cases in which a broader colour palette is needed.
Icon Style
The FRS icon style is characterized by its soft, curved endings contrasting otherwise simple geometry. This construction bears a resemblance to the visual expression of the FRS logo.
