AmaWaterways recently announced a refreshed brand identity that reflects its heritage and vision for the future. Now in its 23rd year with 29 ships sailing across four continents, the rebrand will deepen AmaWaterways’ connection with guests and elevate the river cruising experience.

© AmaWaterways

A modernized visual identity anchors the rebrand, including a refined logo inspired by AmaWaterways’ musical heritage, a vibrant color palette with destination-specific accents, and authentic imagery featuring real guests and crew. Travelers can now explore a redesigned website, offering a more intuitive, engaging and visually immersive functionality blending storytelling with streamlined capabilities.

“Our rebrand reflects who we are today and where we are going,” said Catherine Powell, CEO, 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.”

The company accelerates its fleet expansion with more than 40 ships planned 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, with more major announcements expected in the coming months.

© AmaWaterways

“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, AmaWaterways. “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 travelers 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.”