by Sarah Kuta
Last updated: 10:35 AM ET, Wed March 5, 2025
HX (formerly Hurtigruten Expeditions) is giving its fleet a makeover.
Today, the company unveiled its new livery colors of “Indigo Blue” and “Sand,” marking an important milestone in the company’s rebrand. Last month, the company officially separated from sister brand Hurtigruten.
The new livery palette will replace the former red and black hues used by the Huritgruten Group. HX’s new visual identity, which is inspired by nature and marine wildlife, will help guests better distinguish between the two brands.
As part of the rebrand, HX has already introduced a new website, new indigo blue jackets for expedition guests and other branded materials.
“This is the next important step in the HX brand evolution,” says Gebhard Rainer, chief executive officer of HX. “The rebrand of our fleet is not just about aesthetics, it’s about creating an experience that resonates with our guests on every level."
"Our new fleet colors are a reflection of who we are today and where we are heading, while also maintaining a respectful distinction from our heritage brand, which will continue to proudly represent its own legacy in red and black," Rainer continued.
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