As of today, Compagnie du Ponant is changing its name to PONANT, a name which the company says reflects the history of the brand, is easier to remember and has a strong visual look.
Ponant wanted an initiative that supports the brand’s growth over the past five years, marked by the launch of four sister ships and the opening of new offices in Sydney, Hong Kong, Shanghai, Miami and Hamburg.
Despite the name change, the company is preserving its roots and keeping its original logo, which consists of three lines depicting sails of a cruise yacht.
The sails symbolise those of Ponant’s first cruise yacht, Le Ponant, with the lines being made firmer to give the re-brand a sense of renewed energy.
The logo comes with a new ‘Yacht Cruises & Expeditions’ signature to illustrate Ponant cruise’ core mission.
‘Expeditions’ refers to the luxurious expedition cruises, a concept allowing travellers to explore extreme regions on authentic but refined adventures.
Ponant said the new name signifies its intent to grow business internationally while remaining true to its French origins.