There is certainly a push toward cruise line brand refinement as luxury companies like Crystal Cruises and Seabourn Cruise Line have recently updated theirs. Next up is the expedition UnCruise Adventures, celebrating its 20th anniversary this year, which has streamlined its marketing with a new logo and brand image as well.
Historically, UnCruise Adventures stems from American Safari Cruises and parent InnerSea Discoveries, and in 2013 the entire fleet was rebranded as Un-Cruise Adventures (the dash was just removed for further simplification). The approach is not dissimilar to 7 Up’s famed Un-Cola campaign originating in the 1960s. That is UnCruise Adventures is an antidote to traditional cruise travel, and the image is fitting.
Smaller vessels, with capacities ranging from only 22-88, take guests on intimate seven to twenty-one night adventures to Alaska, British Columbia, coastal Washington, Columbia and Snake Rivers, Mexico, Hawaii, the Galapagos Islands and now also Costa Rica and Panama. The focus is on nature, and the previous logo also featured a whale’s tale to emphasize this point, but the original two-color icon was perhaps a bit dated looking.