Hapag-Lloyd Cruises

A distinctive brand identity for the brand “Hapag Lloyd Cruises”.

Brand & Corporate Design
New Brand

Cruise into luxury.

Hapag-Lloyd Cruise aims to be the luxury cruise brand. How can the design reflect luxury while maintaining the recognition value of Hapag-Lloyd?

The brand was to be aligned with the defined luxury appeal. The design was developed into a new brand at the interface between this goal and the internationally known logo.

The design was modernized from the visual symbol to the typography, which successfully strengthened its positioning as a premium cruise brand. The reference to the original brand remained.

A modern symbol combined with a revised typography.

The new look is based on a modern palette and the new house font “Brown”, which creates a link between the golden age of cruises and the high-tech quality of the illustrative advertising graphics.