The new corporate design of CGN aims to strengthen and standardise the identity of the Lake Geneva navigation company. The realisation of the relaunch was preceded by a comprehensive market analysis. Based on the current brand fundamentals, a logo which still displays the brand’s historic anchor was developed. In addition, four sub-brands were identified, each incorporating in its name both the initials CGN and a second term defining its specific offer. The typography, which all brands have in common, is inspired by the marine world.