Royal Caribbean Cruises Ltd. has changed its name to Royal Caribbean Group, and with the help of Chermayeff & Geismar & Haviv, has updated its entire brand identity. The familiar crown and anchor mark has been in use since 1969.
The name Royal Caribbean Group better explains the organization as a parent company that also owns and operates sub-brands Royal Caribbean International, Celebrity Cruises, Silversea Cruises and Azamara. The timing of the release of the new brand in a now COVID-cancelled world is smart, as it connects with consumers hungry for travel.
The new logo’s crown and anchor have been tightened up, and points have been sharpened. Also, the mark is now shown in gold on a navy blue background. Its new square-serifed typography has much more personality than the old version.
The Royal Caribbean International sub-brand will be differentiated with a modular logo design that contains a white-on-black version of the crown and anchor mark.