AmaWaterways Unveils Refreshed Brand Identity, New Logo
by Dori Saltzman
AmaWaterways is unveiling a refreshed brand identity, along with a new logo, that it says reflects both its heritage and expansive vision for the future. The rebrand debuts publicly this month.
“Our rebrand reflects who we are today and where we are going,” said Catherine Powell, CEO of AmaWaterways. “There is a warmth and elegance to the new colors, and a more authentic way in which we are expressing ourselves that feels true to the AmaWaterways spirit. We are bringing our personality, passion, and sense of discovery to life more clearly than ever before.”
She added, “There is such an exciting momentum in river cruising right now and we want a brand that truly cuts through, that people feel connected to and know immediately what it stands for.”
The new logo, which replaces the long-standing crown that has always adorned AmaWaterways’ ships, is inspired by AmaWaterways’ musical heritage and the fluidity of the rivers the fleet sails on. For instance, in the logo name you can see droplets of water in the lowercase As, the R, and the Y, and the wave in the A of AmaWaterways, the brand said.
The logo features vibrant colors, while marketing assets feature real guests and crew, as well as a color palette than can be tailored to destination. Bright yellows and green for the Mekong and Colombia or earth tones for Africa and Egypt.
“The refreshed look and feel reflects what travelers value most: premium comfort, authentic connection, and personal experiences onboard and ashore,” the line said.
“As one of the founders of AmaWaterways, it fills me with joy to see how beautifully our brand has grown while staying true to the spirit that inspired us from the very beginning,” said Kristin Karst, co-founder and chief brand ambassador. “This refreshed brand identity celebrates how far we’ve come, and I am incredibly proud of the team that brought it to life. Looking ahead, I am more confident than ever in our future and excited for all the new journeys and meaningful moments we will share with our guests in this new era. “
Refreshed AmaWaterways Website
The brand refresh extends to the river cruise line’s website, which now offers a “more intuitive, engaging, and visually immersive way to explore AmaWaterways.” The site blends storytelling with streamlined functionality so that advisors and their clients can more easily learn about destinations and onboard experiences.
