The 125 years old German cruise operator, Hapag-Lloyd, has unveiled new branding, along with a modest name change, that will help promote the luxury cruise line to a global audience.
Effective immediately, the old Hapag-Lloyd Kreuzfahrten name has been changed to Hapag-Lloyd Cruises, in a bid to attract a worldwide audience, rather than just German speaking guests.
125 years after the first Hapag-Lloyd cruise to the Mediterranean from Hamburg aboard the steamer Augusta Victoria, the new branding will help continue the historic legacy of the German cruise line.
“We are proud of our long-standing corporate history and we feel even today the innovation and spirit of discovery Albert Ballin joined. Our goal was to take the anniversary year as an opportunity to make some major changes, “says Karl J. Pojer, Chairman of the Board. “With our new name and the new logo, we move with the times and adapt to the needs and demands of a modern, international society.”
When the logo colors orange and blue become darker in color, the lettering in white instead of black on an orange background.
The font is modern and streamlined, as the blue logo. To emphasize the tradition of cruise company, the new logo includes the year 1891 - the year in which Albert Ballin, the Augusta Victoria for the first time sent on a pleasure trip to the lake, which in most cases is considered the birth of the cruise.
Under the new name Hapag-Lloyd Cruises, the cruise line wants to send their four luxury and expedition ships in the future around the world in order to survive in the highly competitive travel market.