Background

Silversea Cruises, renowned for offering ultra-luxury cruise experiences, approached Lenco with the task of developing and refining their corporate identity. As a leading name in the luxury travel industry, Silversea required a sophisticated and consistent brand presence that would reflect the elegance and exclusivity of their fleet. The project involved creating a comprehensive branding strategy, designing new logos, and establishing detailed brand guidelines to ensure consistency across all touchpoints — from ship signage to printed materials and digital platforms.

Silversea’s existing brand identity needed to evolve to match the modern luxury expectations of their clientele while maintaining the timeless elegance for which the company was known. The challenge for Lenco was to strike the perfect balance between modernity and tradition, ensuring that the refreshed identity would enhance the guest experience and strengthen the brand’s market position.

The Challenge

Silversea’s fleet consists of multiple ships, each with its own unique style and design. However, the lack of a consistent corporate identity across the fleet created a fragmented brand experience. The existing signage and logos varied from ship to ship, leading to inconsistencies that diluted the brand’s overall impact.

The key challenges included:

• Creating a unified logo and visual identity that reflected the luxury and sophistication of the Silversea brand.
• Designing consistent signage and branding elements across different vessels without compromising each ship’s distinct character.
• Developing clear brand guidelines to ensure uniformity in the application of logos, colour
• schemes, and typography across all customer-facing materials and environments.
• Delivering a solution that would withstand the challenging marine environment while maintaining the brand’s elegant aesthetic.

Our Approach

Lenco approached the project with a strategic and detailed plan to deliver a cohesive brand identity while respecting the heritage and individuality of the Silversea fleet.

1. Brand Discovery and Research
   Lenco conducted in-depth research into Silversea’s brand history, customer base, and competitive landscape. This involved working closely with Silversea’s marketing and design teams to understand their vision and goals. Lenco also assessed existing signage, printed materials, and digital platforms to identify inconsistencies and areas for improvement.
2. Logo Design and Refinement
   The existing Silversea logo was refined to create a more modern and sophisticated look while maintaining the brand’s heritage. Lenco created several design variations and worked closely with Silversea’s leadership team to finalise the design. The final logo featured clean lines, a refined font, and a modernised icon that represented the brand’s luxurious and adventurous spirit.
3. Creating Brand Guidelines
   To maintain consistency across the fleet and all customer touchpoints, Lenco developed a comprehensive set of brand guidelines. These guidelines included:
   • Logo usage rules (size, colour variations, and positioning)
   • Approved colour palettes and typography
   • Design templates for marketing materials, including brochures, websites, and social media
   • Guidelines for signage materials, lighting, and placement to maintain a uniform look across all ships

The Outcome

The completed project resulted in a unified, sophisticated brand identity that perfectly reflected Silversea’s luxury positioning. The new logo and branding elements created a consistent and elegant visual language across the entire fleet and customer experience.

The refined signage elevated the onboard experience, reinforcing Silversea’s reputation for elegance and attention to detail. Guests now encounter a consistent brand presence from the moment they board the ship to the moment they disembark, enhancing their sense of luxury and exclusivity.

The detailed brand guidelines ensured that Silversea’s internal teams could maintain consistency across all marketing and operational materials, helping to strengthen the brand’s presence both onboard and across digital and print platforms.