- AmaWaterways ships will now show off a new look.
- The company has updated its logo, and this will be painted across its ships.
- The new logo aims to set AmaWaterways apart from other river cruise lines.
AmaWaterways will rebrand with a new logo set to be painted across its ships. The new logo adds a more abstract stroke to the ‘A’ of AmaWaterways and refreshes the colour palette of the brand.
This new logo will be painted across the brand’s various luxury vessels in order to give a new face to the evolving brand.
AmaWaterways is the largest cruise line dedicated exclusively to river cruising and in its 23rd year and with 29 ships sailing across four continents, the company continues to lead the industry with its high-touch service and commitment to immersive travel experiences.
The line, which once partnered with APT and last year opened an office in Sydney, says the rebrand is designed to deepen AmaWaterways’ connection with guests and elevate the river cruising experience across its growing fleet and destinations.
“Our rebrand reflects who we are today and where we are going”, says 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 line maintains the refreshed look and feel reflects what travellers value most: premium comfort, authentic connection, and personal experiences onboard and ashore.
AmaWaterways is growing its fleet expansion with over 40 ships planned by 2030.
The line recently launched ships on the Magdalena River in Colombia. It will, shortly launch AmaSofia on the Danube, debut a new ship on the Mekong in 2027, and sail two new double-width ships: AmaFiora and AmaRudi.
The line also promised several major announcements in the coming months.
Kristin Karst, Co-Founder and Chief Brand Ambassador., said of the changes: “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.
“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.”
CEO Catherine Powell says the logo aims to show off AmaWaterways dynamic and advancing nature.
“Our new look is warm, genuine and less staged, because that’s who we are.
“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.”
The new logo is part of AmaWaterways mission to more clearly define the brand and its experiences, after customer feedback showed that many passengers left voyages with a clear understanding of the brand. The river cruise line will continue to work beyond just its logo to make sure it tells a clear story of who it is and who it wants to be.
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