New Ponant logo and identity

COMPAGNIE DU PONANT is changing its name to become PONANT, reaffirming the strong link between the brand and its iconic three-masted, first vessel of the fleet and core of the brand identity.

The name PONANT is shorter, easier to remember and has a stronger visual impact. The allegory of the ‘three sails’ of the logo has been retained with firmer lines to convey a new energy.

With its new name, the only French cruise line is reiterating its commitment to grow business internationally while remaining loyal to its origin as well as the core values behind its success – to discover the treasures of the World by sea, on board luxury small capacity ships flying the French flag.

WHY THIS NEW NAME?

A single word to express the essential.
A new momentum to support the brand’s impressive growth in the last five years, marked by the launch of four sisterships that stand out from the rest in terms of design and innovative features, and the opening of new offices abroad (Sydney, Hong Kong, Shanghai, Miami, Hamburg). The company has become a benchmark for luxury cruises à la française with Founder and CEO, Jean-Emmanuel SAUVÉE, who, for over 25 years, has with his teams and crews shaped this maritime adventure with passion and authenticity.

WHY KEEP THE LOGO?

With the new name, the company is developing the brand while preserving its roots, placing the three sails of its first cruise yacht, Le Ponant, back on centre stage in the logo. The lines of the sails have been made firmer, giving the PONANT brand a new wind in its sails, pushing it to new horizons!

WHY THE “YACHT CRUISES & EXPEDITIONS” SIGNATURE?

The logo comes with a new “Yacht Cruises & Expeditions” signature to illustrate PONANT cruises’ core mission. More than just a cruise, “Yacht Cruises” evokes a different concept of sea travel, designed from the very start by the company and which has defined all its cruises from the beginning: voyages combining exceptional itineraries, with Five-Star facilities aboard luxury small scale yachts. “Expeditions” refers to the luxurious expedition cruises, a concept allowing travellers to explore extreme regions on authentic but refined adventures.

A NEW TYPEFACE

The logos of the ships have also been updated. PONANT has chosen the Peignot typeface, art deco lines originally designed by CASSANDRE, a visionary French graphic designer who marked his era with the very famous adverts for French cruise liner, Normandie, produced in the 1930s, and the logos he created for Christian DIOR and Yves SAINT LAURENT.