First Lady, a Chicago-based company, has introduced an updated visual style created by the agency Span. The carrier is known for nearly a century of cruises on the Chicago River and Lake Michigan, during which passengers have the opportunity to observe the city’s architecture from the water. Over its history, the company has become a cultural symbol of the city and an integral part of the tourism industry.
The previous logo depicted a yacht surrounded by floral details. However, it did not accurately reflect the depth of the company’s history or its true role in Chicago’s cultural life. The new image was intended to convey respect for the city’s heritage and highlight the company’s confidence in the future.
In developing the new style, the designers at Span drew inspiration from Chicago’s architecture, studying the decorative traditions of Art Nouveau, the geometric clarity of Art Deco, and the aesthetics of the Prairie School. These directions defined the character of the visual language, combining the aesthetics of the early 20th century with modern requirements.
The main symbol of the company is presented in the form of the number “1,” whose outlines suggest both a sail and a wave. It emphasizes the maritime theme and can be used as an independent symbol or paired with the name. For the lettering, the Clockmaker typeface was chosen, inspired by typography found on the facades of historic Chicago buildings. The font’s decorative graphics and balanced composition strengthen the brand’s connection to the city’s architecture.
The logo features playful letter arrangements. For example, the letter “A” is raised above the “L,” and the letter “I” is built into the initial “F.” Their construction creates unique graphics and adds individuality without overloading with unnecessary details.
The primary color is a rich green shade combined with gold accents. Their combination evokes the traditional colors of nautical symbolism, lending the identity an atmosphere of retro elegance. Additional patterns reference old banknotes and wave drawings, linking the river theme with Chicago’s history.
The Clockmaker typeface plays the central role in the design and is used for key texts and headings. As a supporting font, Euchre was chosen, which lightens long text blocks and creates harmony in the composition while preserving hierarchy.
The updated First Lady style has become a reflection of the company’s cultural significance. River cruises are now presented as part of Chicago’s architectural heritage, allowing passengers to engage with the legacy of Louis Sullivan and Frank Lloyd Wright.