New visual identity, new logo and new payoff, “A deeper experience.” A natural evolution
rooted in the shipyard’s DNA and in a vision of luxury deeply rooted in its yachts.
Absolute Yachts unveils its new brand identity at the Cannes Yachting Festival 2026, a project that
reflects the shipyard’s evolution through a contemporary, sophisticated and highly distinctive visual and
narrative language.
The new logo, a refreshed visual identity and payoff, “A deeper experience”, stem from the values that
have always defined Absolute: the central role of the owner, the liveability of spaces, attention to detail,
in-house design and an authentic relationship with the sea.
More than a change, this is a natural evolution: a new expression of what Absolute has built over time,
finding its most tangible manifestation in its yachts.
Founded in 2002, Absolute has developed a distinctive design philosophy in just over twenty years, in
which architecture, light, space and the sea are conceived as elements of a single experience.
Today, this philosophy translates into a new identity built around the product and its most recognizable
elements.
THE PRODUCT REMAINS AT THE HEART
Every Absolute yacht is conceived around life on board: how the owner will use the spaces, how they
will move between environments, where they will spend their time and how they can experience the sea
in the most natural way possible.
It is a tangible philosophy reflected in the solutions that have helped make Absolute yachts so
recognizable: the privileged position of the owner’s suite, the large forward windows, the light
filled saloon created by expansive glazed surfaces, and the meticulous attention devoted to every
environment.
Every design choice is therefore driven by a precise objective: ensuring that technology and engineering
serve life on board.
“A DEEPER EXPERIENCE”
At the heart of the new positioning is the payoff “A deeper experience”, a synthesis of a vision of luxury
that places experience at its centre.
A “deeper experience” means a more intense relationship with the sea, but also the freedom to
experience spaces in new ways, share quality time with the people who matter most, and rediscover a
more personal dimension on board.
This is Absolute’s concept of “Deep Luxury”: a discreet yet profound form of luxury, built on authentic
connections, privacy, quality and design excellence. A value that goes beyond aesthetic impact,
emerging instead through construction choices, materials, attention to detail and the way every
environment is conceived.
The yacht thus becomes a place to share time and experiences, rediscover a private dimension away
from the noise of everyday life, and experience the sea from new perspectives. Connection, retreat and
exploration become three dimensions of an experience in which every space is designed to enhance
the time spent on board.
A NEW IDENTITY BORN FROM THE YACHT
The new visual language draws its inspiration directly from the product. The logo, colour palette,
typography and photographic language have been developed from the most distinctive elements of
Absolute yachts, transforming them into visual codes that express the shipyard’s character with greater
elegance and immediacy.
One example is the shape of the “eyes” at the bow: the iconic large windows, one of the most distinctive features of Absolute yachts. This element is reinterpreted within the new graphic system as a shape capable of framing images and directing attention towards details and content. The same reference also appears in the letters of the new logotype. The pictogram, meanwhile, evokes the profile of a boat emerging and projecting upwards, creating a vertical wake: a symbol that encapsulates movement, direction and a forward-looking spirit.
The colour palette and photographic language also originate from the experience of being on board. Deep Blue evokes the world of the sea and interprets the concept of “Deep Luxury”, while the golden and orange tones of Absolute Light visually translate the light and warmth that characterise the interiors and the experience of living aboard an Absolute yacht.
The result is a contemporary, essential and sophisticated identity, deeply rooted in Absolute’s origins while, at the same time, projecting the shipyard towards the future.
A language that brings the essence of the brand to the forefront: an essence already expressed through
its yachts, their architecture, their spaces and the way they are designed to be experienced.
“The new identity allows us to express even more clearly and contemporarily what makes Absolute
distinctive. It is a project that strengthens our recognizability and accompanies us into the next phase
of our development, while keeping the product, people and the experience on board at the centre,” said
Alessandro Tirelli, CEO of Absolute Yachts.
ITALIAN EXCELLENCE
At the heart of the Absolute identity remains the shipyard’s deeply Italian character.
Every yacht is conceived and developed in-house at Absolute, from design to finishes, through an
integrated design and production process that allows the company to oversee every stage directly.
The quality of the experience on board is therefore born from the continuity between what is imagined
and what is ultimately created: a philosophy that gives life to 100% Made in Italy yachts, where design,
technology, materials and craftsmanship come together to create a harmonious whole.
A NEW EXPRESSION OF ABSOLUTE
The rebranding unveiled in Cannes opens a new chapter in the shipyard’s history, bringing into the future
a philosophy built over the years.
The relationship with the sea, attention to the owner, the liveability of spaces, meticulous attention to
detail and design excellence remain at the heart of the brand. What evolves is the language through
which Absolute presents itself to the world: more contemporary, sophisticated and distinctive, while
remaining deeply faithful to its essence.
An expression of a vision that Absolute has been pursuing from the very beginning.
A DEEPER EXPERIENCE