HX and sister brand Hurtigruten are revealing the next phase of their new brand identities, building upon the initial announcement in September.
In anticipation of Wave Season, both brands are introducing new visual profiles, websites, social channels, brochures, booking materials, advertisements, and more to reinforce their distinct brand identities:
Hurtigruten Expeditions, which pioneered the world’s first expedition sea voyge in 1896, is transforming into HX. Positioned as the global leader in expedition cruising, HX takes curious travelers to 250+ destinations in 30+ countries. The brand is dedicated to ensuring guests return home with a profound understanding and love for the places they explore.
Hurtigruten Norway, commemorating 130 years of operating the original Norwegian Coastal Express, will retain the iconic name, streamlined to Hurtigruten, reflecting “the fast route” in Norwegian.
Both HX and Hurtigruten are wholly owned by Hurtigruten Group, forming a portfolio of sustainable travel brands that extends to land-based activities such as hotels, restaurants, and more through Hurtigruten Svalbard. The group also holds a 25% stake in Ecuador-based Metropolitan Touring, known for pioneering sustainable travel in the Galapagos Islands.
Distinct logos and visual identities will differentiate the two sister brands, solidifying their positions as global leaders in sustainable travel and setting them apart from competitors.
For 130 years, Hurtigruten has served as a vital lifeline to Norwegian coastal communities, offering guests an authentic experience beyond superficial mass tourism. Renowned as the most beautiful sea voyage globally, this extraordinary journey will remain at the core of Hurtigruten’s heritage, branded solely as Hurtigruten, retaining the original red and black color palette.
Both websites have been redesigned to articulate their unique brand stories more clearly. HX's revamped website can be accessed at HXexpeditions.com (full domain transition, including employee email addresses, from April 2024). Hurtigruten will use the original Hurtigruten.com address, featuring a split screen guiding visitors to either brand page until April.
Maintaining separate social channels since 2021, HX will transition across platforms from ‘Hurtigruten Expeditions’ to ‘HX Hurtigruten Expeditions.’ Both brands will update and align future content with the refreshed brand identity.
Guest communications have also undergone significant revamping, providing an elevated expedition experience from booking to post-voyage. Starting this month, guests embark on a redesigned digital journey upon booking, prioritizing seamless communication and deeper exploration of their upcoming voyage.
Post-expedition, guests will access a redesigned Logbook featuring professional imagery and an interactive, content-rich map to relive the adventure. Later this year, both the expedition line’s B2B Portal and Guest App will undergo updates to align with the new visual identity.
Over the next 12 months, onboard guests will witness HX’s rebrand, with updates to physical elements such as uniforms, room key cards, crew name badges, water bottles, and more. In 2024, the fleet’s 6 ships will undergo repainting and proudly sail under new livery by year end.