(Drum roll please) … Introducing the new and improved Royal Caribbean Group, the new identity of Miami-based cruise company (NYSW: RCL) Royal Caribbean Cruises Ltd.
The announcement was made in the form of a press release that the cruise company has changed their corporate identity, including the name and logo. Changes to the logo include sharpening the points of the crown and anchor and adding a surrounding circle.
“The name is simpler, fresher and more modern. It’s also more descriptive,” Royal Caribbean Chairman and CEO Richard Fain said. “Royal Caribbean Group sounds like a parent company name, reflective of our growth and evolution since we last updated our identity more than 20 years ago.”
Royal Caribbean Group owns and operates the Royal Caribbean International, Celebrity Cruises, Silversea Cruises and Azamara brands. The company in total operates 63 ships across its brands with an additional 16 ships on order as of July 10, 2020. The company’s most recent agreement was a deal to purchase the remaining 33.3% of Silversea in a deal valued at $245 million.
Due to COVID-19 pandemic, none of the company’s cruise brands have boarded passengers since March. As previously stated in a recent article, sailing will not resume until at least the end September, as the Centers for Disease Control and Prevention’s no-sail order lasts through Sept. 30.
New York-based design firm Chermayeff & Geismar & Haviv designed Royal Caribbean Group’s new corporate identity.
