Hurtigruten Expeditions is set to embrace a new identity as HX by the end of this year, marking a significant evolution in its brand strategy.
- The transition to HX will involve a comprehensive revamp of brand visuals across brochures, websites, and social platforms.
- A phased livery repainting of Hurtigruten’s six-ship fleet will accompany the rebranding effort over the next 18 months.
- Hurtigruten Norway, in contrast, will return to its roots, renaming itself simply ‘Hurtigruten’ as it honours its heritage.
- The brand aims to continue its leadership in expedition cruising and sustainable travel, with plans to launch the world’s first zero-emission ship by 2030.
Hurtigruten Expeditions will soon transition to a new identity as HX, marking a pivotal shift in its brand strategy. The rebranding, set to be finalised by the end of the year, includes an overhaul of brand visuals that will be implemented across all promotional materials, including brochures, websites, and social media channels. This move is designed to streamline the brand’s image while maintaining its strong presence in the expedition cruising sector.
The livery of Hurtigruten’s six-ship fleet will undergo a phased repainting process coinciding with the rebranding. This initiative is expected to unfold over the next 18 months, gradually introducing the new HX branding to Hurtigruten’s fleet.
Meanwhile, Hurtigruten Norway, having recently celebrated a historical milestone of 130 years, will simplify its name to ‘Hurtigruten’. This decision reflects a return to its original identity since its inception in 1893, aiming to honour the company’s longstanding heritage in Norwegian coastal travel.
Hurtigruten Group CEO Daniel Skjeldam emphasised the significance of this rebranding, asserting, “Today’s evolution of our brand identities is the culmination of the work that started in 2021 when we split the two brands.” Skjeldam confirmed that HX remains committed to leading the charge in both expedition cruising and sustainable travel. Their investment in high-end expedition itineraries is expected to further bolster their global presence.
Setting ambitious environmental goals, the group has outlined a strategy to achieve emission-free travel by 2050, with plans for the first zero-emission ship set to launch in 2030. This forward-thinking approach includes notable vessels such as the Roald Amundsen, recognised as the world’s first battery-hybrid-powered ship, and its counterpart, the Fridtjof Nansen.
In reshaping its brand identity, Hurtigruten Expeditions, soon to be HX, pledges continued leadership in expedition cruising and sustainability.
