Nautor’s Swan will become Nautor Swan when the iconic yacht company reveals its new brand identity at Cannes Yachting Festival next month. 

Since the brand was born in 1966, it has embodied Performance, Innovation, Quality, Elegance, and Reliability. These values are embedded in the brand’s DNA and are reflected in the logo with its clean and elegant rectangular shape. From 1988 when Leonardo Ferragamo bought the yard, Nautor began its journey to becoming an international 360° brand that accompanies its clients throughout their yachting journey.  

With the support of creative agency, M&C Saatchi, the Nautor Swan logo comes of age. The new design follows a natural evolution of the brand, adopting a more contemporary and dynamic font and colour, and featuring a more current typographical approach. While remaining true to the Nautor Swan heritage, the brand identity that will emerge remains consistent and representative of the company’s values. 

The iconic swan – the bird – that has featured within the logo since 1966 will become subject to a separate new redesign project led by aspiring young designers from top international universities. 

Nautor Swan will take under its wing: the Swan yachts division, the build of the brand’s iconic models, and ClubSwan that provides dedicated services to Swan Owners. 

The new Swan logo will encompass its famous Bluewater cruiser – Swan, in addition to the full product range that includes the Swan Maxi, ClubSwan and Swan Shadow. 

ClubSwan will comprise ClubSwan Racing, the sports division, and ClubSwan The Club that provides dedicated services to Swan Owners, delivered by a team of skilled professionals. 

This evolution paves the way to a wider range of Services that the brand can offer, including to non-Swan owners, such as the Nautor Swan Global Service and Nautor Swan Charter and Brokerage dedicated to all owners worldwide in need of assistance or guidance.

The strategy behind the rebranding is further strengthened by the new visual identity of the Nautor Swan advertising campaign. The new claim which embodies the brand DNA carries the promise to always epitomise the spirit of sailing, and to always strive for improved quality and uncompromising reliability. 

A Swan is A Swan.