Not only are cruise lines evolving by renaming themselves — some are even pondering whether or not to include the word “cruise” in their moniker — they are also actively updating their core logos, visual identities and overall marketing strategies.
Here are three ocean, river and expedition brands that are prime examples of the latest industry-wide rebranding trend.
AmaWaterways
Representing the river segment with a comprehensive rebranding effort is AmaWaterways. The line, which has been in business for 24 years and currently operates 29 riverboats, seeks to deepen its connection with guests and elevate the cruise experience via fresh styling. Updates extend to an all-new logo and broader marketing moves.
“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 colors, 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.”
AmaWaterways’ new visual identity is centered around a logo inspired by the line’s musical heritage. Colors are more vibrant, and photography strives for authenticity, showcasing actual guests and crew throughout.
Kristin Karst, co-founder and chief brand ambassador for AmaWaterways, plays pickleball while cruising in Passau, Germany
Credit: 2026 AmaWaterwaysBoth clients and travel advisors will benefit from a refreshed website that “blends inspiring storytelling with streamlined functionality, helping users discover destinations, learn about onboard experiences and plan their journeys with ease,” according to the line. Booking tools have also been enhanced.
The AmaWaterways rebrand kicks off a period of growth for the line, which plans expand to more than 40 vessels by 2030. Upcoming fleet highlights include AmaSofia on the Danube River and AmaDara on the Mekong River in 2027, plus a second double-wide — AmaRudi — which will join existing vessel AmaMagna.
“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 for AmaWaterways. “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.”
Atlas Ocean Voyages
Atlas Ocean Voyages is also shaking things up with a new logo and overall brand identity. The expedition cruise line’s luxury fleet currently consists of World Navigator, World Traveller and World Voyager. The upcoming Atlas Adventurer was just announced, too.
Anchoring the line’s new look is a refined brand mark and logo that uses a three-pronged approach: visual identity (contemporary, with refined design elements), verbal identity (using connective and explorative language) and brand DNA elements (which include intimacy, hospitality, passion, immersion, conscious design and community, according to the line).
Atlas Ocean Voyages is leaning into imagery that depicts the guest experience onboard its vessels.
Credit: 2026 Atlas Ocean Voyages"Our goal was to ensure that every touchpoint — from our visual and verbal identity to our marketing and media messaging — accurately reflects the experience our guests have onboard our yachts," said James A. Rodriguez, president and CEO of Atlas. "This clarity and consistency have directly contributed to our performance, allowing us to achieve an exceptionally high return-guest ratio in a relatively short period. This is one of the strongest indicators of both brand loyalty and sustainable financial growth.”
The essence of Atlas is retained as a small-ship luxury line specializing in both cold and warm water destinations, and often ones that larger vessels cannot reach. Accompanying those experiences is everything from premium L’Occitane amenities and dedicated butler service to an intimate setting never exceeding 200 fellow travelers.
“The intimacy of our vessels allows travelers to step wholly into every moment,” Rodriguez said. “It’s not just about visiting extraordinary places; it’s about experiencing them with a sense of closeness, wonder and meaning.”
To that end, Atlas remains focused on its core values of personalized service, cultural immersion and transformative exploration. The new branding underscores these principles while also evolving to better stand out in a competitive landscape.
The line summarizes it best:
“Every detail — onboard service, curated excursions, wellness and dining, and intimate guest interactions — is now clearly articulated through a brand that mirrors the elevated experience, creating stronger alignment between promise and delivery.”
Norwegian Cruise Line
Norwegian Cruise Line (NCL), the seagoing brand with a penchant for increasingly premium experiences, is looking to its past to propel it into the future.
Its logo remains mostly the same, though it has been stripped of all color to clarify bold messaging. The brand has also returned to its 1990s tagline “It’s Different Out Here.”
Norwegian Cruise Line has resurrected an old tagline it believes will resonate with today’s cruisers.
Credit: 2026 Norwegian Cruise Line
The retro marketing strategy emphasizes NCL’s innovative history of “freestyle cruising” (built upon the elimination of rigid dining and entertainment schedules) and is part of a new national television campaign.
“The new positioning celebrates the disruptor mentality that has always set NCL apart and is now reimagined for travelers who value curated experiences, flexibility and meaningful time with their loved ones where they can be fully present,” according to the line.
A cinematic television commercial campaign dubbed “For All Maritime” comedically conveys the freedom travelers have long searched for, and which NCL uniquely offers passengers. In addition to televised spots, the marketing extends to out-of-home, digital, social and radio placements.
“This is a pivotal moment for NCL,” said Kiran Smith, chief marketing officer for the line. “We’re not just launching a campaign — we’re re-anchoring our brand in the values that have always set us apart: freedom and flexibility. For nearly 60 years, NCL has been an innovator, and this transformation honors that legacy while meeting the expectations of today’s guests.”
The “It’s Different Out Here” tagline was unveiled ahead of the April 2026 launch of NCL’s new Norwegian Luna (ship number 21 in the fleet), as well as the summer expansion of its Great Stirrup Cay private island in the Bahamas with the upcoming Great Tides Waterpark.
