Distinguishing Parent Company From Flagship Cruise Line
Chermayeff & Geismar & Haviv has created a new name and identity for Royal Caribbean Group. Formerly known as Royal Caribbean Cruises, Ltd., the company owns Royal Caribbean International, Celebrity Cruises, and Silversea Cruises, among others, as well as destinations on land, including hotels and its own island in The Bahamas featuring a theme park resort. Together, the Royal Caribbean Group brands operate more than 60 ships, among them the four largest passenger ships in the world.
The new brand name is intended to clarify the distinction between the parent company and its flagship cruise line, suggesting that it is an umbrella for multiple brands – and also signaling that its business goes beyond cruises. The centerpiece is a redrawn crown and anchor. More refined and simplified with geometric precision, the revised symbol is set within an enclosing circle and paired with a serif wordmark. To further differentiate the parent brand from the cruise line brand, the symbol and wordmark both appear in a deep blue and gold. An extensive set of brand guidelines includes recommendations for brand voice, a distinctive approach to the use of photography in corporate communications, and a set of custom icons.