AmaWaterways has unveiled a refreshed brand identity that reflects its heritage and its vision for the future.

Now in its 23rd year and with 29 ships sailing across four continents, the company said that the rebrand is designed to deepen AmaWaterways’ connection with guests and elevate the river cruising experience across its growing fleet and destinations.

“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 colors, and a more authentic way in which we are expressing ourselves that feels true to the AmaWaterways spirit,” added Powell.

“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.”

“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.

“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.”

The company said in a press release that the rebrand includes a modernized visual identity, a refined logo, a new color palette with destination-specific accents, and authentic imagery featuring real guests and crew.

The refreshed look aims to reflect premium comfort, authentic connection and personal experiences onboard and ashore.

The company added that it has also launched a new website offering a more intuitive, engaging and visually immersive way to explore AmaWaterways.

The company added that the development comes as it accelerates its fleet expansion, with over 40 ships planned by 2030.

Highlights include two recently launched ships on the Magdalena River in Colombia, the launch of the AmaSofia on the Danube, the debut of a new ship on the Mekong River in 2027, the upcoming launches of the AmaFiora and the AmaRudi and the company’s second double-width ship slated for 2027.

Several announcements are also expected in the coming months.