Thames Rivercruise have been operating boat tours on the river for over 50 years. The brand carries a lot of heritage and value in the name, but the logo was not suitable anymore for reaching new audiences, but also giving the marketing team flexibility to use brand assets on their comms and outputs.

By simplying the original elements in the logo, this could then be used at smaller scales, as well as provding a structure on which additional brand assets can work from, including a typeface, and colours. The new modern feel these elements brought to the brand created cohesion and enabled a structure to be used for promotional materials, a lot of which were printed.