Masters of time
Building on over a century of knowledge of yacht and shipbuilding, ONBOARD talks to Rose Damen about Amels looking to the future. The Amels brand has recently re-emerged, refreshed, inspired and ready to face the future in a new generation that is deeply and powerfully connected to time and the seas
Amels’ new logo is the visual representation of the master yacht builder’s refreshed brand.
It represents waves, the bow, and the multiple decks of an Amels superyacht, always moving forwards – like Amels itself – through past, present, and future.
Like Amels’ iconic superyachts, the logo is inspired by the organic adaptability of nature; to a capacity to respond to new challenges in the environment.
It’s an appropriate statement from a brand whose success is based on the combination of its heritage with innovation to ensure a stable process of continual evolution, adaptation, and progress. Amels prides itself on building on the strong foundation of generations of hard-won knowledge, while simultaneously navigating the ever-changing world in which it exists, in order to thrive. It is this culture, developed and matured over time – and time, Amels says, is a key factor – that has led the brand to where – and what – it is today.
In recent years, there has been a degree of soul-searching taking place at Amels. Changes within the industry, and within the world in general, stimulated the brand to take a look at itself and define its identity, ready to face the future with a renewed confidence.