OSLO — HX and sister brand Hurtigruten have unveiled the next phase of their new brand identities. 

In anticipation of the upcoming Wave Season, the brands have launched new visual profiles, websites, social channels, brochures, booking materials, advertisements and more. 

Moving forward, Hurtigruten Expeditions, which with launched as the world’s first expedition cruise in 1896, will be known as HX. It will sail to over 250 destinations in more than 30 countries worldwide.

Hurtigruten Norway, which celebrated 130 years of operating the original Norwegian Coastal Express this summer, will continue with the iconic name, simplified to just Hurtigruten.

“This marks a defining moment as HX and Hurtigruten embark on the next phase of their distinct journeys as leaders in global sustainable travel,” said Daniel Skjeldam, CEO of Hurtigruten Group. 

Both HX and Hurtigruten are wholly owned by Hurtigruten Group, comprising a portfolio of sustainable travel brands that includes land-based activities such as hotels, restaurants, and more through Hurtigruten Svalbard. Additionally, the group holds a 25% stake in Ecuador-based Metropolitan Touring, known for pioneering sustainable travel in the Galápagos Islands.

Travellers can now access HX’s revamped website at https://www.hurtigruten.com/en/expeditions/. Hurtigruten will use the original https://www.hurtigruten.com/, where a split screen will guide them to either brand page until April.

While 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. The new channels for both brands are live:

• Facebook: HX Hurtigruten Expeditions and Hurtigruten
• Instagram: HXHurtigrutenExpeditionsand Hurtigruten
• LinkedIn: HX Hurtigruten Expeditions and Hurtigruten Norway
• YouTube: HX Hurtigruten Expeditions and Hurtigruten

Post-expedition, guests will gain access to a redesigned Logbook, featuring professional imagery from their sailing 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 ensure alignment with the new visual identity.

Over the next 12 months, onboard guests will witness HXs rebrand with updates to physical elements—uniforms, room key cards, crew name badges, water bottles and more. In 2024, the fleet’s six ships will commence repainting and proudly sail under new livery by year end.

To learn more about HXs rebrand, click here.