Variety Cruises has unveiled a new brand identity, “ushering in a new chapter” for the small-ship cruise line.

The operator said that its new logo “draws inspiration from a traditional compass, evoking the nostalgia” of the company, founded by Diogenis Venetopoulos in 1949.

An updated tagline, ‘Better World at Sea’, has also been devised to showcase what the line offers.

Variety Cruises has also confirmed new itineraries, with destinations such as the Red Sea, West Africa and the Seychelles on the agenda, as well as Tahiti and the French Polynesia, which are launching in January 2023.

It is also merging with Variety Cares, its non-profit foundation, which works to support clean oceans, gender equality and education for all.

This will now come under one umbrella, known as Travel with Purpose. As part of the initiative, €5 from every booking made will go directly to the foundation, in addition to further internal investment.

Variety Cruises has also pledged that, for the first year, 100 per cent of profits of the sales from merchandising will be donated to the foundation.

Variety Cruises ‘moving forward’

Variety Cruises CEO Filippos Venetopoulos said: “My grandfather had an extensive collection of compasses, which he used in his very first work as a tour guide, where he followed his instinct (and where the wind took him) for a compass-driven adventure.

“So when we decided to move the company forward, we are doing it in a very literal way, with the compass at the core of what we stand for, leading us into the future.

“Yet, it’s also figurative, as we believe that the mental compass of diversity and sustainability should direct us wherever we go, both in our home country of Greece and the new destinations where we visit.

“We are very proud to have made it here, after more than seven decades in the industry. Like our father and grandfather, our drive and passion is evident in who we are and all that we do.”