Royal Caribbean Group sets sail with updated corporate identity

Royal Caribbean Cruises Ltd. has rebranded itself as Royal Caribbean Group, reflecting its growth and evolution over the past two decades.

Rhea-AI Impact

(Moderate)

Rhea-AI Sentiment

(Neutral)

Rhea-AI Summary

Royal Caribbean Cruises Ltd. has rebranded itself as Royal Caribbean Group, reflecting its growth and evolution over the past two decades. The new name is intended to be simpler, more modern, and descriptive of its status as a parent company. Alongside the rebranding, the company's logo has been updated to feature a more symmetrical design within a circle. Royal Caribbean Group encompasses several cruise line brands, including Royal Caribbean International and Celebrity Cruises, and operates 63 ships with an additional 16 on order as of July 10, 2020.

Positive

Rebranding to Royal Caribbean Group reflects growth and evolution.
Updated logo promotes a modern corporate identity.
Expansion into a parent company with multiple cruise brands enhances market presence.

Negative

None.

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News Market Reaction – RCL

In the trading session that priced this news, RCL declined 1.37%, reflecting a mild negative market reaction.

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07/30/2020 - 09:00 AM

MIAMI, July 30, 2020 /PRNewswire/ -- When a company is known for raising the bar on design and innovation, nothing is exempt from the mantra of continuous improvement—not even the company's own name.

That's why Royal Caribbean Cruises Ltd. is now known by a new moniker: Royal Caribbean Group (NYSE: RCL).

"The name is simpler, fresher and more modern. It's also more descriptive—Royal Caribbean Group sounds like a parent company name, reflective of our growth and evolution since we last updated our identity more than 20 years ago," said Royal Caribbean Group chairman and CEO Richard Fain.

The company's flagship cruise line brands – Royal Caribbean International, Celebrity Cruises, Silversea, Azamara, TUI Cruises and Hapag-Lloyd Cruises – are all now proud members of Royal Caribbean Group.

Royal Caribbean Group's logo has also been updated. The company's iconic crown and anchor emblem has been sharpened and made more symmetrical, and now resides inside a circle at all times.

The Royal Caribbean Group identity was designed by Chermayeff & Geismar & Haviv.

About Royal Caribbean Group
Royal Caribbean Group (NYSE: RCL) is the operating business name for Royal Caribbean Cruises Ltd. Royal Caribbean Group is the owner of four global cruise vacation brands: Royal Caribbean International, Celebrity Cruises, Silversea and Azamara. Royal Caribbean Group is also a 50% owner of a joint venture that operates TUI Cruises and Hapag-Lloyd Cruises. Together, our brands operate 63 ships with an additional 16 on order as of July 10, 2020. Learn more at www.rclcorporate.com or www.rclinvestor.com.