client
Partnership Project: VisitAberdeenshire and Port of Aberdeen
scope
sector
Partnership Project: Marine Logistics and Tourism Agency
Visual identity and brand guidelines for CruiseAberdeenshire
CruiseAberdeenshire forms a working alliance between key partners. Together, they commit to providing a unique experience for cruise guests. The partnership includes Port of Aberdeen, VisitAberdeenshire, Aberdeen Inspired, Aberdeen City Council, Aberdeenshire Council, and Visit Scotland.
Port of Aberdeen sits in the heart of the city. For many years, it has welcomed international and domestic cruise lines and guests. The port serves as a gateway to the majestic North-east—and beyond.
The Aberdeen and Aberdeenshire area, in North-east Scotland, is quickly becoming a must-visit tourism destination. And with the new Port of Aberdeen’s South Harbour now open to cruise ship vessels, this region is just waiting to be discovered by passengers.
project brief
Port of Aberdeen and VisitAberdeenshire commissioned Hickman Design to create a bold, simple, and visually impactful logo for CruiseAberdeenshire. The identity needed to incorporate elements of both partners’ branding. It was also a requirement to be versatile across various materials such as presentations, adverts, social media, and print.
Comprehensive brand guidelines were developed covering logo usage, typography, colour palettes, and application across various media to ensure consistency and flexibility.
The approach
Visual Identity
The CruiseAberdeenshire logo embodies both partnership and place. It combines elements from Port of Aberdeen and VisitAberdeenshire to capture the spirit of maritime adventure and warm hospitality. The logo’s intertwined shapes reflect seamless collaboration between key stakeholders. Additionally, its colours and forms evoke the vibrant landscapes and coastal waters of the North East. A circle within the design represents the sun or a corridor, inviting travellers to embark on unforgettable journeys through the North East’s gateway. This approach ensures the identity remains distinctive, relevant, and adaptable across a variety of campaign materials.
Visual Identity Guidelines
Clear usage guidelines were developed to ensure the CruiseAberdeenshire logo integrates seamlessly with the partner brands. The guidelines specify sizing, spacing, alignment, and colour. Thus, they maintain a consistent and cohesive appearance across print and digital materials.
client testimonial
The team love it!
The team love it!
– Sara Milne, Communications Advisor at Port of Aberdeen
A Humble Contribution
Participating in the CruiseAberdeenshire project allowed me to play a valuable role in highlighting the region’s unique charm to visitors. I’m proud to support an initiative that brings partners together to promote tourism and celebrate the North-east’s rich culture and natural beauty.
