CALABASAS, CA — AmaWaterways has unveiled a refreshed brand identity that the river cruise company says reflects both its heritage and its vision for the future.
AmaWaterways is now in its 23rd year and has 29 ships sailing across four continents.
The rebrand is designed to deepen AmaWaterways’ connection with guests and elevate the river cruising experience across its growing fleet and destinations, said CEO Catherine Powell.
The new logo for AmaWaterways
“Our rebrand reflects who we are today and where we are going,” said Powell. “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.”
As AmaWaterways noted in its new 45-second video introducing the new look, “For over 20 years we’ve refined river cruising. Now begins a new era. …. Our brand has changed. We have not.”
AmaWaterways’ site has also gotten a refresh, offering what the company says is a more intuitive, engaging, and visually immersive way to explore AmaWaterways, for travel advisors and travellers.
AmaWaterways’ fleet expansion plans include 40 ships by 2030. Highlights include two recently launched ships on the Magdalena River in Colombia, the imminent launch of AmaSofia on the Danube, the debut of a new ship on the Mekong River in 2027 and the upcoming launches of AmaFiora and AmaRudi, the company’s second double-width ship also slated for 2027.
More major announcements are also 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.
Karst added: “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.”
