I went on a cruise to the Caribbean over winter break and I must admit, the Royal Caribbean logo really bothered me. In particular, the serif font is really flimsy. Plus it's been kerned to death. There is barely any breathing room between the letters. The font is too weak to represent a cruise line that operates some of (correction, the) biggest cruise ships in the world (the Oasis of the Seas is ridiculously massive). Plus, there’s no space between “Royal” and “Caribbean” so it reads RoyalCaribbean. What does the text say to me?: that Royal Caribbean is traditional, up-tight, formal, stuck-up even. But they’re not! They’re laid back, fun, free spirited, friendly. And to add insult to injury, the “international” just looks awkward sitting down there. It makes all the text off balance in relation to the anchor/crown logo.I would set “Royal Caribbean” in a bold (but not too bold) sans serif font. OR, they could stick with a serif font (as serif fonts tend to be more, well, royal-ish, for lack of a better term). Just be sure it’s strong and modern.
Evan,
ReplyDeleteGreat analysis and points on this logo.
Sadly I remain unsympathetic to your plight since I was stuck in rural southern VA for most of break (With a week at the Outer Banks with college friends). I would, however, entertain taking up your cause if you want to send me on a fact-finding cruise to confirm what you say about the line's personality.
The only thing I think would have been nice to see about this would be a brief "here's what they should have done..." whether you think that means a fun san serif and new placement or a richer serif.
Keep up the good work and take care.
Cheers,
paul