AmaWaterways has announced a refreshed brand identity designed to honour its heritage while signalling where the company is headed next.
In its 23rd year, and with 29 ships sailing across four continents, AmaWaterways says the rebrand will deepen its connection with guests and elevate the river cruising experience across its expanding fleet and destinations.
At the heart of the refresh is a modernised visual identity, including a refined logo inspired by AmaWaterways’ musical heritage, a vibrant colour palette with destination-specific accents, and authentic imagery featuring real guests and crew. The new look aims to reflect what travellers increasingly value, premium comfort, genuine connection, and more personal experiences both on board and ashore.
Supporting the new identity is a redesigned website, intended to offer a more intuitive and visually immersive way to explore the brand. AmaWaterways says the platform blends storytelling with streamlined functionality, making it easier to discover destinations, understand on-board experiences, and plan journeys with richer imagery, curated itinerary highlights and enhanced booking tools.
The announcement also lands as AmaWaterways accelerates its fleet expansion, with more than 40 ships planned by 2030. Recent and upcoming milestones highlighted by the company include two newly launched ships on Colombia’s Magdalena River, the imminent launch of AmaSofia on the Danube, and a new Mekong River ship planned for 2027. Also on the horizon are AmaFiora and AmaRudi, with AmaRudi set to become the company’s second double-width ship, also slated for 2027.
“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, and that people feel connected to and know immediately what it stands for.”
“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. 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 and the work we have done together 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”, said Kristin Karst, Co-Founder and Chief Brand Ambassador.
AmaWaterways says the refreshed identity reinforces the ethos that has guided the brand for more than two decades, creating journeys shaped around the traveller, not just the destinations pairing heartfelt service with cultural connection and room for discovery.