Royal Caribbean’s Symphony of the Seas. Photo: Royal Caribbean

Royal Caribbean Cruises Ltd, the world’s second largest cruise line operator, will now go by the brand new moniker: Royal Caribbean Group.

With the brand new identify comes a brand new id, as properly. The firm’s brand has additionally been up to date with the enduring crown and anchor emblem being sharpened and made extra symmetrical. The crown will formally now reside inside a circle always.

“The name is simpler, fresher and more modern. It’s also more descriptive—Royal Caribbean Group sounds like a parent company name, reflective of our growth and evolution since we last updated our identity more than 20 years ago,” mentioned Royal Caribbean Group chairman and CEO Richard Fain.

Royal Caribbean Group’s flagship cruise line manufacturers nonetheless embrace Royal Caribbean International, Celebrity Cruises, Silversea, Azamara, TUI Cruises and Hapag-Lloyd Cruises. Together, the manufacturers function 63 ships with an extra 16 on order as of July 10, 2020.

The new branding comes because the Royal Caribbean Group (NYSE: RCL) has suspended all sailings via September because of the COVID-19 pandemic. The voluntary suspension is in-line with the U.S. CDC required suspension for cruise strains working out of the United States.