HX and Hurtigruten have announced further details of their rebrand which they say will enhance their position as leaders in sustainable travel and fuelling global audience growth.
The sister brands HX and Hurtigruten are unveiling their new brand identities, including visual profiles, websites, social channels, brochures, and more. HX, formerly Hurtigruten Expeditions, is a global leader in expedition cruising, taking travellers to over 250 destinations. Hurtigruten Norway will continue with its historic name, representing the original Norwegian Coastal Express.
HX has revamped guest communications with a redesigned digital journey upon booking and a redesigned Logbook for post-voyage experiences. The brand is also updating physical elements onboard, such as uniforms and room key cards. The fleet’s six ships will be repainted with the new livery by the end of 2024.
The company says the rebranding reflects the commitment of both brands to sustainable travel. HX emphasises its role as the most sustainable expedition cruise company, with a new nature-centric visual identity. Hurtigruten maintains its heritage as a lifeline to Norwegian coastal communities, with a refreshed brand while retaining the original red and black colour palette.
Both brands have redesigned their websites to better communicate their unique stories. They will also update their social media channels and align future content with their refreshed brand identities.
