Outside Order 
& Friends

Royal Caribbean



 Founded in Norway in 1968 and launching their first ship, Song of Norway in 1970, Royal Caribbean has grown to 30 ships serving over 270 destinations in more than 70 countries. 

With the announcement of the new Icon class ships, Royal Caribbean were considering how to make their core brand identity logo align more with the future vision of the brand. The current logo, in use since 1996, was restrictive in its lockup of the Crown & Anchor symbol, Royal Caribbean, and International in color rectangles (colloquially dubbed “the bumper sticker”). This current configuration, while serving the brand well for 25 years, was becoming increasingly challenging to work with in more dynamic environments. It needed to be simplified and more flexible to thrive in a digital world.
Our primary goal was to elevate the Crown & Anchor symbol to make it the primary element of the signature. We removed the color fields and “International”, freeing up the ability to create a range of signature lockups designed for a variety of situations that emphasized the Crown & Anchor. A new typographic expression of “Royal Caribbean” was created that complemented the geometry of the symbol. 

While one of the guardrails of the brief was to leave the Crown & Anchor symbol untouched, we identified slight modifications for a redraw — refining curves and alignment — that would make it better for both digital applications and physical construction in signage and on ships. 
After work sessions with their internal and external agency partners, the new signature with the redrawn symbol and typographysystem has been implemented as a dynamic and vibrant element on all broadcast spots, billboards, digital banners, amenities, and ships.




Vintage 60’s scarf with the original Crown & Anchor paired with script lettering 





Royal Caribbean International logo used from 1996-2024


Areas for symbol refinement

Subtle shifts improve usage in physical and digital applications.
Royal CaribbeanDesign strategy, creative direction, and design at OO&Friends by Wally Krantz with Dana Killinger. Project management by Sarah Collier.
Symbol redraw
Logotype and signature system
OO&Friends was founded by Wally Krantz and is based in Brooklyn, New York.
Outside Order has Wally’s complete portfolio of client and agency work.
Contact wk@outorinc.com



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Header photography © 2026 Wally Krantz.
Neue Haas Grotesk typeface by Commercial Type.
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