A New Look for a Timeless Legend: Behind the Bluebeard’s Castle Rebrand
When you love something, you want to see it thrive– and that's exactly what's happening at Bluebeard's Castle Resort. For generations, this iconic St. Thomas destination has been a home away from home for families, couples, and adventurers who return year after year, drawn by the views, the history, and the sense of belonging that only Bluebeard’s can offer.
So when we decided to refresh our visual identity, we knew we had to get it right. This isn’t about erasing our past – it’s about honoring our legacy while stepping confidently into our future.
If you’ve visited us before, you’ll still recognize the Bluebeard’s you love. And if you’re discovering us for the first time, you’re about to see why this place has captured hearts for decades – and why it’s more relevant than ever.
Why a Rebrand? Why Now?
Let’s be honest: our previous logo – a literal silhouette of a man’s beard – was memorable. But it also created confusion. Online search engines, and the potential guests on the other side, weren’t sure if we were a historic resort or a novelty barbershop. And while our loyal, multi-generational families have always known the truth, their children and grandchildren sometimes perceived us as outdated.
As we all know, perception is reality, and we do not want that perception to be a reflection of the reality at Bluebeards.
Behind our historic walls, we’ve invested in best-in-class infrastructure. We have the most robust WiFi on St. Thomas – yes, you read that right. Plus, Bluebeards has self-sustaining water and electric systems that rival any luxury resort in the Caribbean. We’re built for the ups and downs, and we’ve modernized our accommodations, upgraded our amenities and created spaces that blend authentic island character with cutting-edge comfort.
Our rebrand isn’t reinvention, it’s revelation. We’re showing everyone what our returning guests have always known: Bluebeard’s Castle delivers timeless elegance with modern amenities.
The New Logo: Modern Simplicity Meets Historic Significance
Our new logo replaces the beard silhouette with a refined architectural representation of our beloved castle. The logo is clean, modern, and unmistakably Bluebeard's.
We know some have fond memories of our original castle logo from decades past – and we understand the desire to return to those roots. That earlier design held a special place in Bluebeard's history, and the ornate script reflected the elegance of its era. However, in today's digital world, intricate scripts and detailed designs do not translate well across websites, mobile devices, and social media platforms. What looked beautiful on printed brochures in the 1990s can become illegible on a smartphone screen, lost in a tiny social media profile picture, or undecipherable to an AI-driven search engine.
Our new castle logo honors that heritage while ensuring Bluebeard's Castle remains visible, recognizable, and relevant across every platform. We've kept the iconic castle structure - the symbol that truly represents who we are – but refined it with clean lines and modern clarity. This isn't about choosing between old and new; it's about creating a logo that works as hard as we do to attract guests, build recognition, and stands the test of time.
Just as the castle itself has stood strong for centuries, adapting to each generation's needs while maintaining its essential character. Our new logo does the same.
What stays the same? The sense of history, the connection to the legendary pirate stories, and the iconic castle tower that has watched over Charlotte Amalie harbor for centuries.
What's new? A visual identity that reflects the world-class resort we've become – sophisticated, confident, and ready for the future.
A Color Palette Inspired by Paradise
Our new brand colors aren’t arbitrary design choices—they’re drawn directly from the natural beauty that surrounds Bluebeard’s every day.
Castle Blue
A deep, sophisticated navy that evokes the Caribbean Sea at twilight and the historic stone of our castle walls. A signature color – timeless, elegant, and grounding.
Tropical Teal
A vibrant accent that captures the crystal-clear Caribbean waters and brilliant skies. This color brings energy, life, and the unmistakable spirit of St. Thomas.
Elegant White
A clean, sophisticated creamy white that provides breathing room and balance. It represents the simplicity and clarity of island living – uncluttered, peaceful, and refined.
Together, these colors reflect both our heritage and our modern sophistication. They’re bold enough to stand out, classic enough to endure, and authentic enough to feel like the comforts of home.
What This Means for You
If you’re a longtime owner or guest:
We know change can feel unsettling, especially when it involves a place you love. But here’s what we want you to know: this rebrand is for you, too.
We’re not trying to erase the Bluebeard’s you remember. We’re making sure it’s here for your children, your grandchildren, and the next generation of travelers who deserve to experience the magic you’ve cherished for years.
The views are still breathtaking. The history is still alive in every corner. The sense of community is building. What’s changing is how we present ourselves to the world – so that the Bluebeard’s you love can thrive for decades to come.
If you’re discovering us for the first time:
Welcome! You’re about to experience one of St. Thomas’s most iconic destinations – a place where history, natural beauty, and modern comfort come together in perfect harmony.
Our rebrand reflects who we are today: a boutique resort with world-class amenities, stunning accommodations, and a deep respect for the island’s rich history. You’ll find the best WiFi on St. Thomas, contemporary design, and all the conveniences you expect from a luxury resort – wrapped in the authentic charm of a centuries-old castle.
This is Bluebeard’s Castle: where Caribbean adventure meets refined island living.
Honoring the Past, Embracing the Future
Rebranding a beloved institution is never just about logos and colors. It’s about respecting where we’ve been while confidently stepping into where we’re going.
We’ve spent countless hours ensuring that every design choice – every color, every line, every word – honors the legacy of Bluebeard’s Castle while positioning us for a vibrant, sustainable future.
What is not changing: The historic castle tower and its connection to pirate legend - The sweeping views of Charlotte Amalie harbor and the Caribbean Sea - The warm, authentic hospitality that makes Bluebeard’s feel like home - Our commitment to community, quality, and creating unforgettable memories
What we are changing: How we cohesively present ourselves in person and in the digital world – How we communicate our modern capabilities and luxury positioning – How we attract the next generation of travelers without losing the loyalty of our longtime guests
A Brand Built for Today’s Traveler (and Tomorrow’s)
Today’s travelers expect more than just a place to sleep. They want authentic experiences, modern conveniences, and a sense of connection to the places they visit. Bluebeard’s Castle delivers all of that – and always has.
Our rebrand simply makes that clear.
We’re not chasing trends. We’re not abandoning our roots. We’re revealing the full story of who we are: a historic resort with modern soul, a community-driven property with world-class amenities, and a timeless destination that’s as relevant today as it was generations ago.
What’s Next?
Over the coming weeks and months, you’ll see our new visual identity roll out across our website, social media, signage, and marketing materials. You’ll notice the refined logo, the beautiful color palette, and a fresh, confident tone that reflects the Bluebeard’s you know and love.
But here’s what won’t change: the experience. The sunsets. The views. The sense of belonging. The feeling that you’ve found your corner of paradise.
Whether you’ve been coming to Bluebeard’s for 30 years or you’re booking your first stay, this evolution is for you. It’s a celebration of our past, a commitment to our present, and an invitation to our future.
Welcome to the New Bluebeard’s Castle
Same heart and soul. New look. Timeless magic. Endless memories.
We’re so proud of this rebrand, and we can’t wait to share it with you. Whether you’re a longtime member of the Bluebeard’s family or you’re just discovering us, we invite you to experience the magic of St. Thomas from one of the island’s most iconic – and most beautifully reimagined – destinations.
Thank you for being part of our story. Here’s to growing our legacy.
