When a company is renowned for pushing the boundaries of design and innovation, nothing is exempt from its mantra of continuous improvement, not even its own name. And that's why Royal Caribbean Cruises Ltd. will now have a new name: Royal Caribbean Group (NYSE: RCL).
“The name is simpler, fresher, and more modern (as well as more descriptive). Royal Caribbean Group sounds like a parent company and reflects our growth and evolution since we last updated our identity more than 20 years ago,” said Richard Fain, Chairman and CEO of Royal Caribbean Group.
The company's flagship cruise brands – Royal Caribbean International, Celebrity Cruises, Silversea, Azamara, TUI Cruises and Hapag-Lloyd Cruises – are now proud members of the Royal Caribbean Group.
The Royal Caribbean Group logo has also been updated. The iconic crown and anchor have been accentuated and are now more symmetrical, always positioned within a circle.
The identity of Royal Caribbean Group has been designed by Chermayeff & Geismar & Haviv.
