There is certainly a push toward cruise line brand refinement as luxury companies like Crystal Cruises and Seabourn Cruise Line have recently updated theirs. Next up is the expedition UnCruise Adventures, celebrating its 20th anniversary this year, which has streamlined its marketing with a new logo and brand image as well.
Historically, UnCruise Adventures stems from American Safari Cruises and parent InnerSea Discoveries, and in 2013 the entire fleet was rebranded as Un-Cruise Adventures (the dash was just removed for further simplification). The approach is not dissimilar to 7 Up's famed Un-Cola campaign originating in the 1960s. That is UnCruise Adventures is an antidote to traditional cruise travel, and the image is fitting.
Smaller vessels, with capacities ranging from only 22-88, take guests on intimate seven to twenty-one night adventures to Alaska, British Columbia, coastal Washington, Columbia and Snake Rivers, Mexico, Hawaii, the Galapagos Islands and now also Costa Rica and Panama. The focus is on nature, and the previous logo also featured a whale's tale to emphasize this point, but the original two-color icon was perhaps a bit dated looking.
[READMORE] READ MORE: UnCruise Adventures Heads to Costa Rica and Panama[/READMORE]
As a graphic designer who has created dozens of logos myself, I understand the challenge of condensing an entire corporate identity into a singular mark, and I believe UnCruise has landed on a winner. The whale tale is still in place but in a simpler abstract form that conveys a link between passengers and destinations.
"Our new logo is a fresh take on the whale tail bringing together the three elements that make our trips memorable," explained Richard Edwards, vice president of UnCruise Adventures. "It's adventure, and the place, and the intersection of the two is the connection. People make lifelong memories and friendships from connections made with each other and the natural environment."
[READMORE] READ MORE: Un-Cruise Adventures Celebrates 20th Anniversary in 2016[/READMORE]
Also, the typeface has been refreshed with slightly thinner strokes, while "est. 1996" has been replaced with "since 1996." The overall effect is both more casual and refined. The line's brochure and website collateral also mirrors the new look with fine photo-driven, easily-legible layouts. It's now a breeze to understand itineraries and get all the information one could need.
Particularly effective are online Experience Guides which masterfully convey exactly what a sailing aboard any UnCruise voyage is like from onboard to ashore and everything in between, all in great detail. There are even calendar grids that quickly indicate the best times within a season for specific natural encounters, whether that be experiencing the Northern Lights in Alaska or Blue- and Red-footed Boobies in the Galapagos.
Quite simply, UnCruise defines its "Un-ness" as follows: "To break away from the masses. Challenge. Freely used to release, exemplify, or intensify a force or quality. To engage, connect, and explore unique places, oneself, and with others on a most uncommon adventure." And its new branding expresses these ideals perfectly.
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