The company said changes are coming in brochures and other marketing materials as the new visual branding initiative rolls out over the coming weeks. These include new logo elements, tone of voice and imagery. The new look leverages key colors to convey a sense of indulgence and adventure, Silversea said, adding that black and white photography is used to evoke memories, while the creative use of photographic views illuminates the remoteness of some destinations or draws travelers closer to rare experiences.
Silversea's Kristian Anderson, svp and general manager for the Americas, said each page of the website 'invites travelers to explore the world in a more meaningful way aboard intimate boutique ships, renowned for their all-inclusiveness, personalized service and tailor-made tours ashore.'
A key attribute of the new site is the integration of information on expedition cruises and ocean-going cruises. Unlike the previous design, where Silversea Expeditions were located on a microsite, information about both expedition and traditional Alaska cruises, for example, can be researched together.
The Silversea Expeditions name is highlighted in a bold red font to distinguish the expedition voyages from the line's traditional cruises.
In a nod to the increasing use of mobile devices, another enhancement is the site's responsive design, making it suited for any screen.