AmaWaterways has entered a new era, unveiling a refreshed global brand identity that invites travelers to “Follow Their Own Current” and experience river cruising in a more personal, immersive way. Now in its 23rd year, with 29 ships sailing across four continents, the line’s new look has been crafted to honor its heritage while signaling ambitious growth and a future fleet of more than 40 ships by 2030.
A brand refresh shaped by guests
The rebrand is anchored in a modernized visual identity: a refined logo inspired by AmaWaterways’ musical heritage, a vibrant color palette with destination-specific accents, and authentic imagery featuring real guests and crew. The updated aesthetic reflects what today’s travelers value most – premium comfort, genuine human connection and experiences tailored both onboard and ashore.
“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,” says CEO Catherine Powell, noting that the brand refresh is designed to “cut through” and clearly communicate what the company stands for. At its heart, the new identity is about bringing AmaWaterways’ personality, passion, and a sense of discovery more vividly to life.
“Follow Their Own Current”: Journeys centered on travelers
The new tagline, “Follow Their Own Current”, speaks to AmaWaterways’ philosophy of creating journeys that reflect what moves each traveler, not just ticking off destinations. Whether that means joining expertly guided excursions, lingering in a café ashore, or simply watching the river drift by from a balcony, guests are encouraged to shape a river cruise that matches their own rhythm. Co-founder and Chief Brand Ambassador Kristin Karst describes the moment as a celebration of how far the brand has come while staying true to its original spirit of heartfelt service and cultural connection.
A redesigned website for modern river cruisers
Alongside the new visual identity, AmaWaterways has launched a redesigned website that blends inspiring storytelling with streamlined functionality. The site offers richer imagery, curated itinerary highlights and enhanced booking tools, making it easier for travelers and advisors to explore destinations, compare river journeys and plan cruise-and-land packages.
Fleet growth and new rivers on the horizon
The rebrand coincides with a significant period of growth for AmaWaterways as it accelerates fleet expansion to over 40 ships by 2030. Recent milestones include two new ships on Colombia’s Magdalena River, extending the brand’s presence into South America. In Europe and Asia, highlights include the upcoming AmaSofia on the Danube, a new ship on the Mekong River debuting in 2027, and future launches of AmaFiora and AmaRudi, the line’s second double-width vessel also slated for 2027.
A new visual chapter – same heartfelt ethos
While the logo, colors, and digital touchpoints may look new, AmaWaterways emphasizes that its core remains unchanged: personalized service, authentic immersion, and the sense of ease that comes from knowing every detail has been thoughtfully considered. The refreshed brand identity aims to highlight, rather than replace, the values that have defined the line for over two decades.
