The cruise line famously associated with a "smile" logo is Marella Cruises, which is part of the TUI Group. The logo, often referred to as the "TUI Smile," consists of a stylized, red (or sometimes blue and white on ship hulls) graphic that looks like a wink and a smiling mouth, which also subtly forms the letters "T-U-I." This logo is prominently displayed on the funnels and bows of their fleet, such as the Marella Discovery and Marella Voyager. Previously known as Thomson Cruises, the brand was integrated into the global TUI identity to emphasize a "world of a smile" branding strategy. This same logo is seen across TUI’s entire travel ecosystem, including their aircraft, travel agencies, and hotels. The "smile" is intended to evoke a sense of happiness, relaxation, and high-quality customer service. While the logo itself is a corporate trademark of the TUI Group based in Germany, for British and international cruisers, it has become the primary visual identifier for Marella’s "all-inclusive" and "value-driven" cruise holidays in the Mediterranean, Caribbean, and beyond.