More details have been revealed around AmaWaterways‘ refreshed brand, with the river cruise line explaining that the new identity has been devised to reflect both its heritage and its future vision.
It comes as the river cruise line enters its 23rd year with 29 ships sailing across four continents, and is designed to strengthen its connection with its guests and “elevate” the river cruising experience.
“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 colours, 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. 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 rebrand features a “refined” logo inspired by AmaWaterways’ musical heritage, a “vibrant” colour palette and “authentic” imagery featuring real guests and crew. These elements, according to AmaWaterways, reflect the comfort, connection and personal experiences that its guests have come to love.
A redesigned website also plays a key role in the rebrand, offering a “more intuitive, engaging, and visually immersive way” to explore AmaWaterways’ offering with richer imagery, itinerary highlights and enhanced booking tools.
Co-Founder and Global Brand Ambassador Kristin Karst echoed Powell’s excitement at the new look. “This refreshed brand identity celebrates how far we’ve come, and I am incredibly proud of the team and the work we have done together that brought it to life,” she said.
“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.”
These changes come as AmaWaterways accelerates its fleet expansion with more than 40 ships planned by 2030. Highlights include two recently launched ships on the Magdalena River in Colombia, the imminent launch of AmaSofia on the Danube, the debut of a new ship on the Mekong River in 2027, the upcoming launches of AmaFiora and AmaRudi, the company’s second double-width ship also slated for 2027. Several major announcements are also expected in the coming months.
