by Sarah Kuta
Last updated: 3:55 PM ET, Thu December 14, 2023
HX is moving forward with its rebrand and has updated its social media platforms, websites, booking materials, advertisements and brochures, the company announced this week. Sister brand Hurtigruten also got a visual refresh this month.
Hurtigruten Expeditions unveiled its rebranding plans in September. At the same time, Hurtigruten Norway also announced it would be dropping Norway from its name to become just Hurtigruten.
Now, as wave season draws near, both brands are making progress toward establishing their new 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," says Daniel Skjeldam, chief executive officer for Hurtigruten Group, the parent company for both brands.
Over the next year, HX will update its onboard infrastructure with the new branding, including stateroom key cards, crew name badges and uniforms, water bottles and more. The company will also repaint its six ships so they can sail under the new name by the end of the year.
One goal of the ambitious rebrand initiative is to better distinguish the two brands from each other.
“Though united by a mutual dedication to sustainability, each brand has its own unique story to tell,” says Skjeldam. “Bringing their distinct identities to life is key to setting them apart, and essential for global audience growth.”
Hurtigruten (formerly Hurtigruten Norway) launched in 1893 to provide transportation and deliveries to the remote communities along the Norwegian coastline. Like clockwork, Hurtigruten vessels delivered mail, ferried people and brought supplies to coastal communities, which were not well-connected by roads. The company’s name means “the fast route” in Norwegian—and, now, it’s returning to those roots. Earlier this year, Hurtigruten unveiled its plans to build the world’s first zero-emission ship.
HX (formerly Hurtigruten Expeditions) launched in 1896 to provide small-ship cruises between mainland Norway and Svalbard, a Norwegian-governed archipelago north of the Arctic Circle. It was the world’s first expedition cruise line, according to the company.
(Separately, and not undergoing a rebrand, Hurtigruten Group also owns hotels, restaurants and tour companies under its Hurtigruten Svalbard brand. The company also has a 25 percent stake in Metropolitan Touring, an Ecuador-based company specializing in sustainable travel in the Galápagos Islands.)
Hurtigruten will keep its original red and black color palette. HX, meanwhile, is adopting a new visual identity that includes a neutral, earth-toned palette and nature-centric photography.
“The refreshed brand reflects who we are and the values we live and breathe every day,” says Skjeldam. “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.”
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