Starboard Cruise Services unveils redesigned visual identity & brand logo

By Luke Barras-hill |

Starboard Cruise Services has announced a refreshed visual identity and corporate emblem that pays tribute to the firm’s heritage while evoking its vision to ‘reimagine the future of onboard shopping’ [see below video].

The LVMH Moët Hennessy Louis Vuitton company’s ‘transformative brand amplification’ reinforces its values and purpose under the slogan ‘Curate a Vibrant World’ while offering a renewed and enhanced view of its signature vacation retail proposition.

The new look and feel is present across all of the luxury retailer’s touchpoints, including its website and social channels.

“We are doing business differently by sparking wanderlust and curating memorable products and experiences that celebrate moments that matter in life,” stated Lisa Bauer, President and CEO of Starboard Cruise Services.

“Our amplified branding certainly reflects how our purpose to curate a vibrant world radiates through every touchpoint and every stakeholder, from our cruise partners, brand partners, employees to – of course – our guests onboard.”

‘North Star’ framework

Lisa Bauer, President & CEO, Starboard Cruise Services.

The new logo and introduction of the starburst icon play through in the ‘North Star’ framework, which emanates rays of light, colour and energy.

These invite different interpretations – from the bows of ships blending together in curved lines and dots, to a figure in the centre with outstretched arms that demonstrates the idea of purpose and unity.

Starboard says it wanted to design a logo ‘as iconic and distinguished as its immersive and personalised onboard shopping experiences’.

A repositioned website maintains the brand’s essence, nods to its bold approach and highlights a wide range of high-quality services offered across the Luxury Division and sister company, Onboard Media.

Starboard says its transition a brighter future is underpinned by several strategies aimed at increasing growth and cementing its strong company culture.

These include an internal realignment to introduce dedicated account teams focused on specific cruise line objectives and services ­– from curated experiences, products and marketing tactics to match the cruise brand and guest profile.

In launching its Luxury Division, Starboard has moved to diversify its services and partner portfolio by offering bespoke collections differentiated for luxury cruise lines.

A statement added: “Starboard is devoted to constantly pushing the boundaries of curating vacation retail experiences at sea. The amplified visual identity reflects the company’s vision to reimagine the future of onboard shopping.

“With a renewed sense of clarity and focus, Starboard is poised for success in the years ahead and well-positioned to expand its signature vacation retail offerings.”

Video courtesy of Starboard Cruise Services.

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