AmaWaterways has unveiled a new global brand identity, inviting travellers to “Follow Their Own Current” as the dedicated river cruise line reflects its evolution, spirit and global growth ambitions.
The AmaWaterways rebrand is designed to deepen the company’s connection with cruisers and showcase the river cruising experience across its fleet of 29 ships on four continents.
An updated visual identity anchors the rebrand, using a modernised logo inspired by AmaWaterways’ musical heritage, a vibrant colour palette and images with real guests and crew.
A redesigned website accompanies the AmaWaterways rebrand, offering a more intuitive, engaging and visually rich user experience for travellers and advisors to explore the brand through storytelling, along with enhanced functionality and booking tools.
The refreshed brand identity also comes as the company accelerates its fleet expansion with more than 40 ships due by 2030.
These include the two recently launched ships on Colombia’s Magdalena River, the upcoming debut of AmaSofia on the Danube in 2026, plus a new Mekong ship and AmaFiora and AmaRudi – all due in 2027.
AmaWaterways CEO Catherine Powell said: “The AmaWaterways rebrand reflects who we are today and where we are going. 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.”
“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 Co-Founder and Chief Brand Ambassador Kristin Karst added: “This refreshed brand identity celebrates how far we’ve come. 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.”
For more information, visit amawaterways.com/au
KARRYON UNPACKS: AmaWaterways’ rebrand reinforces its leadership in premium river cruising, reflecting a confident step toward growth, authenticity and emotional storytelling as it sails into its next era of expansion.
