Atlas Ocean Voyages debuted a new logo and branding, a refresh the company says conveys Atlas as a boutique hospitality brand.
Atlas Ocean Voyages' new logo.
The logo maintains the overlapping "A" and "V" shapes of its previous design, but the lettering now overlaps the "O" rather than being encircled by it. The font style also has been updated.
The expedition cruise line is pairing the change with an updated color palette and imagery in its branding. It is also evolving the language it uses to describe the Atlas experience to focus on "connection, discovery and the boutique hospitality mindset."
New York-based creative studio Astronaut Monastery conceived and developed the new branding.
"This brand evolution is not a reinvention; it articulates what has always made Atlas unique," said CEO James Rodriguez.