AmaWaterways Refreshes Brand as New Ships and New Rivers Come Online
A new brand identity rolls out as the river cruise line lines up ship launches on the Danube, Mekong, and beyond.
Photo: Courtesy of AmaWaterways
AmaWaterways has unveiled a refreshed brand identity that will begin appearing across its fleet and digital platforms this month. The rebrand is the company’s most visible reset in more than two decades of river cruising and arrives as the Calabasas, California-based operator enters a period of rapid expansion, with multiple new ships and new river markets set to come online through 2027.
The updated look includes a redesigned logo, a new color palette, and a shift in imagery toward featuring guests and crew rather than stock visuals. The rollout also includes a rebuilt website, which the company says is meant to streamline how travelers explore itineraries, ships, and onboard experiences. While the changes are cosmetic on the surface, the timing ties closely to a larger operational push that will reshape the line’s footprint over the next several years.
“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. We are bringing our personality, passion and sense of discovery to life more clearly than ever before.”
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Founded in 2002, AmaWaterways now operates 29 ships across Europe, Southeast Asia, Africa, and South America. The company has emphasized that its next phase of growth will be its most ambitious yet, with more than 40 ships planned by 2030. Recent additions already point in that direction: two vessels launched on Colombia’s Magdalena River, expanding river cruising into a destination that has only recently become accessible for international travelers.
AmaSofia is scheduled to debut on the Danube this year, followed by a new ship on the Mekong in 2027. Also slated for 2027 are AmaFiora and AmaRudi, the company’s second set of double-width ships, designed to offer more spacious public areas and suites on European rivers where dock space is limited.
“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,” Kristin Karst, co-founder and chief brand ambassador, said. “This refreshed brand identity celebrates how far we’ve come, and I am incredibly proud of the team that brought it to life.”
The new visual identity and website are live now, with the updated branding expected to appear across ships, marketing materials, and onboard touchpoints throughout 2026. The first wave of new vessels tied to this next chapter begins launching this year.
