AmaWaterways unveils refreshed brand identity

AmaWaterways has announced a refreshed brand identity, marking a new chapter for the river cruise line as it enters its 23rd year of operations with a fleet of 29 ships sailing across four continents.

The rebrand, which debuts publicly this month, reflects both the company’s heritage and its long-term vision, aiming to strengthen connections with guests and enhance the river cruising experience across its expanding network of destinations.

“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 updated brand includes a modernised visual identity featuring a refined logo inspired by the company’s musical heritage, a vibrant colour palette with destination-specific accents, and imagery showcasing real guests and crew members. The new look is intended to reflect traveller priorities such as premium comfort, authentic connection, and personalised experiences both onboard and ashore.

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As part of the rebrand, AmaWaterways has also launched a redesigned website. The updated platform offers a more intuitive and immersive digital experience, combining visual storytelling with streamlined functionality to help travellers and travel advisors explore itineraries, onboard experiences, and destinations more easily.

This brand refresh coincides with a period of significant expansion for AmaWaterways, with more than 40 ships planned by 2030. Recent and upcoming developments include new vessels on the Magdalena River in Colombia, the imminent launch of AmaSofia on the Danube, a new ship on the Mekong River scheduled for 2027, and the introduction of AmaFiora and AmaRudi, the company’s second double-width ship, also planned for 2027.

The company noted that further announcements regarding fleet and destination growth are expected in the coming months.

“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,” said Kristin Karst, Co-Founder and Chief Brand Ambassador. “From our first sailings to the global community we cherish today, every step has been guided by a passion for heartfelt service, cultural connection, and creating spaces where travellers feel truly cared for. This refreshed brand identity celebrates how far we’ve come, and I am incredibly proud of the team that brought it to life. 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.”

AmaWaterways stated that the refreshed brand underscores its long-standing commitment to personalised journeys, cultural connection, and service-led travel experiences, positioning the company for its next phase of growth in the river cruising sector.

The article AmaWaterways unveils refreshed brand identity first appeared in TravelDailyNews International.

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