It’s a brand new yr, bringing with it a brand new search for AmaWaterways. The river cruise line has swapped its crown brand with blue shades for an summary “A” and blush colour.
CEO Catherine Powell, who’s approaching her one-year anniversary with AmaWaterways, mentioned the change displays an evolution of the model.
“Our new look is warm, genuine and less staged, because that’s who we are,” Powell informed Travel Weekly. “To clearly signal how different we are from others in the space, we designed a brand that cuts through the sea of sameness in the industry — where white and blue dominate — and makes AmaWaterways instantly recognizable.”
Many manufacturers lean into shades of blue evoking the colour of the rivers they sail. AmaWaterways’ new blush tone, referred to as vivace, evokes heat and stands out, the road mentioned.
The up to date brand performs on AmaWaterways’ musical heritage. The model initially was Amadeus Waterways earlier than the identify was modified to AmaWaterways.
Catherine Powell
“Music has always been part of our DNA,” Powell mentioned. “So, we drew inspiration from musical forms for our logo. The abstract ‘A’ within an ellipse feels fluid and harmonious, like the rivers we sail.”
AmaWaterways co-founder and chief model ambassador Kristin Karst mentioned the up to date look “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.”
The replace comes after the corporate carried out analysis with previous and potential visitors, Powell mentioned. That analysis revealed that visitors weren’t strolling away with a transparent understanding of the model and the way it differs from different traces. She hopes this refreshed look helps change that.
AmaWaterways has additionally altered its strategy to storytelling, with photos on-line selling itineraries that includes actual visitors and crew members.
Guests will observe small modifications onboard the ships, corresponding to upgraded bathrobes and sheets.