FOR more than 30 years it has been a familiar symbol on the seas.

The famous P&O flag is a regular sight in Southampton docks where several of the company's cruise liners are based.

However, today the firm is unveiling a brand new look which means ditching the flag in favour of a golden sunrise.

From April the ships will be embossed with the new livery which will be rolled out on all the company's brochures, stationery and merchandise over the next year.

According to P&O chiefs the new 'rising sun' logo symbolises the "optimism and excitement of a new dawn".

Managing director David Dingle said axing the well-known flag emblem was about moving with the times and appealing to the new breed of cruise lovers.

He said: "P&O Cruises has grown and developed as a brand and its passenger demographic has broadened and evolved with it.

"We are carrying more passengers than ever before. With the introduction of stylish super liner Arcadia and the planned launch of Ventura in 2008, we are heralding a more contemporary era for P&O Cruises, while continuing to deliver the core values of our cruising heritage to British holidaymakers."

The idea behind the new look was the brainchild of marketing agency Brand Environment.

"We wanted the initial concept to embrace the company's heritage, so we began with the sunrise that is familiar on board today and contemporised it," said Carrie Stokes, account director at Brand Environment.

The flag will not completely disappear from view as the five British-based ships will still fly the P&O house flag to reflect their maritime heritage.

The introduction of the new emblem will be phased in and completed by mid-2007 to coincide with the launch of Ventura's maiden season brochure.

The existing identity was created about 30 years ago to manage a broad range of business activities.