It's a new year, bringing with it a new look for AmaWaterways. The river cruise line has swapped its crown logo with blue shades for an abstract "A" and blush color.
CEO Catherine Powell, who is approaching her one-year anniversary with AmaWaterways, said the change reflects an evolution of the brand.
"Our new look is warm, genuine and less staged, because that's who we are," Powell told 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 brands lean into shades of blue evoking the color of the rivers they sail. AmaWaterways' new blush tone, called vivace, evokes warmth and stands out, the line said.
The updated logo plays on AmaWaterways' musical heritage. The brand initially was Amadeus Waterways before the name was changed to AmaWaterways.
Catherine Powell
"Music has always been part of our DNA," Powell said. "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 brand ambassador Kristin Karst said the updated 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 update comes after the company conducted research with past and prospective guests, Powell said. That research revealed that guests weren't walking away with a clear understanding of the brand and how it differs from other lines. She hopes this refreshed look helps change that.
AmaWaterways has also altered its approach to storytelling, with images online promoting itineraries featuring real guests and crew members.
Guests will observe small changes onboard the ships, such as upgraded bathrobes and sheets.