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Mitsui Ocean Cruises unveils new brand identity

Mitsui Ocean Cruises' new brand identity honors Mitsui’s maritime heritage and envisages a future enriched by Japanese culture and sea exploration.

The new symbol, inspired by the blue planet across which Mitsui sails, is embellished by a 'hidden' Mitsui motif (three bars) inspired by gentle ocean waves and the flowing musical notes of a graceful symphony — all evoking the cruise line's well-being ethos.

Meticulous attention to detail

'Our brand identity, like our cruises, have been crafted with meticulous attention to detail, and reflects the renowned Japanese commitment to excellence and precision, and is destined to become iconic in the travel industry,' Tsunemichi Mukai, president of Mitsui Ocean Cruises, said.

He added guests will experience the essence of Japan, its deep culture, cuisine and beautiful natural landscapes, people and destinations.


'All of this is presented with unparalleled omotenashi — service from the heart — for which Japan is famous,' he said.

'We felt it important to explain the thinking behind the development of the brand identity,' Tony Kaufman, head of commercial strategies for Mitsui Ocean Cruises, told Seatrade Cruise News. 'By doing so, we hope to provide a window into the unique stories and the Japanese sensibility and attention to detail that will characterize the Mitsui Ocean Cruises experience.'

Tony Kaufman is scheduled to take part in Seatrade Cruise Global's 'Luxury Hotel Cruising's Operations and Guest Experience Panel' on April 10 at 11:30 a.m.