P&O Cruises has ditched the “P&O house flag” from its logo after more than 30 years and unveiled a new logo that management feels better fits the “contemporary cruise experience”.
The existing identity, which will not be replaced by the new “rising sun” logo until April, was created to manage a broad range of business activities including ferry, freight and haulage operations, as well as cruises.
The company claims to be carrying more passengers than ever, and with the introduction of superliner Arcadia and the planned 2008 launch of Ventura, the largest ship to be built for the British market, the management felt that a more “vibrant and modern feel” was needed to communicate with customers, according to a spokeswoman.
The new visual identity will be phased in across all the company’s external and internal communications, to be completed by mid-2007.
Changes onboard cruises include updated cabin information, welcome packs, ship guides and on-board newspapers. The company has also relaunched its website. Key features include virtual ship tours, destination videos, interactive maps and the benefit of real-time pricing and availability.