Following the initial announcement that Hurtigruten Expeditions would be renamed as the simplified “HX,” the global adventure line and its sister company, Hurtigruten (which offers coastal voyages in Norway) are now entering the next phase of their rebranding with revisions to the brands’ websites, social channels, brochures, booking materials, advertisements and other visual identities.
"This marks a defining moment as HX and Hurtigruten embark on the next phase of their distinct journeys as leaders in global sustainable travel," said Daniel Skjeldam, CEO of parent company Hurtigruten Group — which also includes land-based activities and a 25% stake in Ecuador-based Metropolitan Touring in the Galapagos Islands and beyond.
This marks a defining moment as HX and Hurtigruten embark on the next phase of their distinct journeys as leaders in global sustainable travel.
New Logos and Visuals
Core to each brand’s new look are fresh logos and imagery, which especially underline HX’s focus on nature and sustainability with a neutral Earth-toned palette, according to Skjeldam.
“The refreshed brand reflects who we are and the values we live and breathe every day,” he said. “We are dedicated to safeguarding the environments, wildlife and communities central to our adventures. Our commitment to science and education not only fuels our curiosity, but also ensures a mindful approach: it’s not solely about where we go, but how we get there.”
Similarly, Hurtigruten represents “a vital lifeline to Norwegian coastal communities,” according to the line. So, delivering on authentic experiences there via its original red and black color scheme is crucial.
The refreshed brand reflects who we are and the values we live and breathe every day … Our commitment to science and education not only fuels our curiosity, but also ensures a mindful approach: it’s not solely about where we go, but how we get there.
New Websites and Social Media
Digital marketing changes that convey the brand separation can also be expected. Individual redesigned websites are now live at for both HK and Hurtigruten.
Also more clearly delineated are the brand’s social channels; on Facebook, Instagram, LinkedIn and YouTube, HX now reads expanded as “HX Hurtigruten Expeditions.”
Guest-facing communications also mirror the brand updates, from the digital booking experience to post-cruise interactions. After sailing, a logbook highlighting professional imagery and an interactive map from the cruise will emphasize the redesign as well. And later this year, HX’s business-to-business portal and mobile guest app will see comparable updates.
Hardware Updates
Passengers onboard over the next year will recognize the HX rebrand across uniforms, room key cards, crew name badges, water bottles and even new liveries. By the end of 2024, the fleet’s six ships will all be repainted accordingly.
“Though united by a mutual dedication to sustainability, each brand has its own, unique story to tell,” Skjeldam said. “Bringing their distinct identities to life is key to setting them apart, and essential for global audience growth.”
