Bayliner Unveils New Brand Identity

As part of a brand refresh, Bayliner Boats launched a new brand identity, one of the most comprehensive redesigns in the company’s 65-year history. Bringing a revitalized energy to the brand, the redesign was driven by consumer research signaling Bayliner’s commitment to attract new boaters and brand loyalists seeking the thrill of authentic on-water experiences.

“Many Bayliner owners are first-time boat buyers, and our vision for this redesign was to fully represent the feeling and excitement that comes with a day on the water,” says Benoit Verley, president of Venture Group. “Bayliner has helped people achieve the dream of boat ownership for 65 years and it was time we matched the spirit of that moment with the look of the brand.”

The updated Bayliner “B” signifies the spirit of feeling at home at the helm, and in addition to a new look showcased through the logo, tagline and design of boat models, consumers can expect an intuitive and user-friendly website experience that will quickly guide them to the model that best matches their needs.

“We felt it was critical to elevate the interactive experience with our customers both off and on the water,” adds Sara Fahy, Bayliner marketing manager. “We want every aspect of the customer journey to feel memorable and exciting. We want to be a part of their big life moments and believe this brand change will enable that to happen.”

Bayliner’s refreshed branding will appear throughout its fleet starting in 2024. To experience the next era and see the brand come to life, watch this video and visit the new Bayliner.com.