Princess Yachts has revealed a new visual identity and new strapline: ‘Distinction in Detail’.
The new positioning is designed to highlight the British boatbuilder’s dedication to ‘meticulous craftsmanship and attention to detail, with the ultimate aim of creating outstanding yachts and unforgettable experiences for their customers’.
The boatbuilder emphasises that to ensure its quality, 80% of the components of every Princess yacht are manufactured on-site in the company’s Plymouth yards, allowing for complete control of the details.
Princess Yachts was founded in in 1965 and currently employs around 3,000 people across multiple yards.
The new strapline has been chosen to reflect what the boatbuilder terms is its determination to continue exceeding its own exacting standards for the next 60 years.
It’s our people who make our yachts so special.
Simon Clare
The new brand positioning is accompanied by a new advertising campaign that also celebrates the people behind the yachts.
“It’s our people who make our yachts so special,” explained Simon Clare, executive director brand and marketing.
“So, it made complete sense to put them and the incredible work they do, at the heart of our new campaign.
“Distinction in Detail reminds us that it takes exceptional skill, dedication and care to achieve the exacting standards we insist on at Princess, and the quality and attention to detail that the owners of our yachts expect.”
The new visual identity has been designed to echo the ‘clean, elegant and harmonious design’ of a Princess yacht, and includes a selection of distinctive graphic shapes inspired by details of the iconic Princess crown logo.
