Atlas Ocean Voyages has unveiled an evolution of its brand identity that reflects the sophistication, elegance and intimacy of its cruising experience.

“Our goal was to ensure that every touchpoint, from our visual and verbal identity to our marketing and media messaging, accurately reflects the experience our guests have aboard our yachts,” said James A. Rodriguez, president and CEO of Atlas Ocean Voyages.

“This clarity and consistency have directly contributed to our performance, allowing us to achieve an exceptionally high return-guest ratio in a relatively short period. This is one of the strongest indicators of both brand loyalty and sustainable financial growth,” added Rodriguez.

“This brand evolution is not a reinvention; it articulates what has always made Atlas unique, reflecting our world-class fleet, intimate scale, and the transformative moments that define each voyage.”

The brand enhancement includes the following:

• Visual identity: Contemporary, refined design elements, including the new brand mark and logo
• Verbal identity: Language emphasizing connection, discovery and the boutique hospitality mindset, and
• Brand DNA: The brand emphasizes intimacy, hospitality, passion, immersion, conscious design and community.

The company said in a press release that its brand evolution was conceived, designed and developed by Astronaut Monastery, an independent creative studio based in New York, in close partnership with Atlas.

The new positioning is “Boutique hospitality turns expeditions into an experience in service of deeper connections.”

Atlas added that while the brand is elevated, the company remains deeply rooted in the core values that have defined Atlas from the beginning: personalized service, cultural immersion and transformative exploration.

“Boutique hospitality transforms expeditions into an experience that fosters deeper connections,” Rodriguez said. “This represents the essence of our brand and defines each voyage on our world-class yachts.”