The new look and feel are reflected across all touchpoints, including the 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, who will be speaking on the ‘Reimagining Cruise Retail For A New Travel Era’ panel during Seatrade Cruise Global in Fort Lauderdale, Florida, next week.

‘Our amplified branding certainly reflects how our purpose to curate a vibrant world radiates through every touch point and every stakeholder, from our cruise partners, brand partners, employees to of course our guests onboard.’

Logo concept

The new logo is designed to illustrate the company’s name as well as a starburst – a new icon that echoes Starboard’s North Star framework, and symbolises rays of light, colour and energy, according to interpretation.

According to Starboard, the starburst may also represent ‘bows of ships coming together in curved lines and dots,’ while others may see ‘a human figure in the centre with outstretched arms, calling to the idea how unity emerges through coming together to fulfil a purpose.’

‘Reimagining Cruise Retail For A New Travel Era’ takes place from 3-4pmET on March 29 in the Cruising Innovations Theater at Seatrade Cruise Global.