AmaWaterways has revitalised its logo with the new look designed to reflect the river cruise line’s “warmth and personal touch” as part of an imminent broader brand refresh, according to CEO Catherine Powell.

Soft launched at ILTM Cannes in December, the new logo replaces the former crown visual and blue colour scheme with a more abstract A in a rust-red hue. It is accompanied by the tagline: “Journeys that move you”.

“It’s different colours, a different font, a different logo,” Powell told LATTE. “It’s all about the warmth and the personal touch, the high quality and the high touch of our crew on board, the thoughtfulness, the connection to the communities that we visit.

“All of that is still the same, but we wanted a brand that cuts through so it’s very easy to see that it’s Ama, and we know what Ama stands for.”

The fresh identity and colour scheme will be gradually rolled out, starting with the website, then the stationery all the way through to the the onboard amenities, the uniform and the ships themselves over the course of this year, Powell revealed.

“So you will really begin to see Ama looking different,” she said.

More details of the rebrand will be revealed in the coming days, AmaWaterways has confirmed.