by Sarah Kuta
Last updated: 1:45 PM ET, Mon January 12, 2026
AmaWaterways is kicking off 2026 by unveiling a fresh, new brand identity.
The rebrand, which will debut publicly this month, is intended to reflect “who we are today and where we are going,” says Catherine Powell, chief executive officer of AmaWaterways, which has 29 ships sailing on four continents.
“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,” she adds. “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 refreshed look includes a new logo inspired by AmaWaterways’ musical heritage, a new color palette with destination-specific accents and authentic imagery featuring real guests and crew. The update also includes a redesigned website offering a more intuitive, engaging, and visually immersive way to explore AmaWaterways.
The company, which is in its 23rd year, plans to grow its fleet to more than 40 ships by 2030.
“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,” says Kristin Karst, co-founder and chief brand ambassador. “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.”
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