SEATTLE, Jan. 21, 2016 -- Holland America Line is evolving its image with a new brand campaign that introduces a refreshed logo, new advertising campaign and new tag line that invites guests to "Savor the Journey." The new slogan encourages travelers to embrace the exhilaration of a Holland America Line cruise, both aboard ship and ashore.
The updated blue and white logo is still classic, but simpler and forward looking. It continues to feature the company's timeless oval around a Holland America Line ship, with the bold blue hull that guests associate with the brand purposefully breaking out of the oval plane. Fonts were updated to be cleaner and more contemporary and the new "Savor the Journey" tagline appears under the company name.
"'Savor the Journey' is all-encompassing and tells the story of today's Holland America Line cruise experience, from our breadth of destinations to our classic style, gracious service, impeccable cuisine and onboard entertainment and enrichment programs," said Orlando Ashford, Holland America Line's president.
"Our goal is to marry how we present the brand with what motivates our guests to travel today. That theme carries through to the logo, advertising, marketing collateral, partnerships and other enhancements.