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Hurtigruten and HX Announce Next Phase of Rebrand

Press release -

Hurtigruten and HX Announce Next Phase of Rebrand

New Websites, Social Channels and Visual Identities Unveiled Ahead of Wave Season

HX: Change the way you see the world

Hurtigruten: Live the legend of Norway

Oslo, Norway (December 14, 2023) – HX and sister brand Hurtigruten are unveiling the next phase of their new brand identities following the initial announcement in September. This week, in anticipation of Wave Season, the brands launch new visual profiles, websites, social channels, brochures, booking materials, advertisements and more to solidify their distinct brand identities:

  • Hurtigruten Expeditions launched the world’s first expedition cruise in 1896. Now transforming to HX, the company is the global leader in expedition cruising. Taking curious travellers to over 250 destinations in more than 30 countries worldwide, HX is committed to ensuring guests return home with a deep understanding and love of the places they explore.
  • 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, signifying “the fast route” in Norwegian.

"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, forming a portfolio of sustainable travel brands that includes extensive land-based activities such as hotels, restaurants, and more through Hurtigruten Svalbard. Additionally, the group holds a 25-percent stake in Ecuador-based Metropolitan Touring, known for pioneering sustainable travel in the Galápagos Islands.

New Identities, New Looks

New logos and distinct visual identities will differentiate the two sister brands, setting them apart from competitors and strengthening their position as global leaders in sustainable travel.

“HXs rebrand solidifies our commitment to lead as the world’s most sustainable expedition cruise company," stated Skjeldam. Unveiling a new visual identity characterized by nature-centric photography and a neutral earth-toned palette, Skjeldam added, “The refreshed brand reflects who we are and the values we live and breathe every day. 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.”

For 130 years, Hurtigruten on its end has been a vital lifeline to Norwegian coastal communities, providing guests with an authentic experience of these regions that transcends superficial mass tourism. Often referred to as the most beautiful sea voyage in the world, this extraordinary journey will remain at the heart of Hurtigruten’s heritage branded as solely Hurtigruten keeping with the original red and black color palette to underline this.

Digital Evolution: Websites, Social Media and Guest Communications

Both websites have been redesigned to articulate their unique brand stories more clearly. Visitors can now access HXs revamped website at (full domain transition, including employee email addresses, from April 2024). Hurtigruten will use the original address, where a split screen will guide visitors 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:

HX has also significantly revamped guest communications, ensuring an elevated expedition experience from booking to post-voyage. Starting this month, guests embark on a redesigned digital journey upon booking, prioritizing seamless communication and deeper exploration of their upcoming voyage.

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.

Updating the HX Guest Experience

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.

“Though united by a mutual dedication to sustainability, each brand has its own, unique story to tell. Bringing their distinct identities to life is key to setting them apart, and essential for global audience growth,” concluded Skjeldam.

To learn more about HXs rebrand journey, head here.

To download logos and other brand materials for both HX and Hurtigruten, please visit this Dropbox folder.

Please visit Hurtigruten Group’s online media centre here, where you can download high-res images, videos and access the press release archive.


About Hurtigruten Group

Hurtigruten Group is the world’s leading adventure travel company, enabling guests to explore unique destinations in a sustainable and meaningful way. It is committed to leveraging existing and emerging scientific research and new technology, to ensure operations are safe and respectful of the nature, wildlife and the communities it visits.

Through The Hurtigruten Foundation the company, guests, partners, and private donors donate and raise funds that support programs focused on; preserving endangered wildlife, battling plastic waste and marine litter, and supporting local communities in the areas where it operates.

Hurtigruten Group has a comprehensive portfolio comprised of three businesses:

Hurtigruten, with headquarters in Oslo, operates the Hurtigruten Norwegian Coastal Express, considered ‘the world’s most beautiful voyage,' along the Norwegian coastline since 1893 with seven ships, two of which are hybrid ships. In addition, the company operates one fully commercial ship along the Norwegian coast and to Svalbard. From January 2024, a ninth ship will be added to the fleet when the hybrid ship MS Otto Sverdrup starts sailing for Hurtigruten direct from Hamburg along the Norwegian coast.

HX, (Hurtigruten Expeditions) headquartered in London, founded expedition cruising in 1896 and is the world’s leading expedition cruise operator. It has a fleet of seven ships, including the hybrid ships MS Roald Amundsen and MS Fridtjof Nansen world-renowned for their sustainability credentials. The company offers small-ship expeditions to over 250 unique destinations. From the Arctic in the north with Svalbard, Greenland and the Northwest Passage to Antarctica in the south, as well as sailings around the equator, to the Galapagos Islands and to the Bissagos Islands in West Africa.

Hurtigruten Svalbard, with headquarters in Longyearbyen, is a leading and exclusive tour operator in the travel industry, offering land-based adventures on the spectacular Arctic Archipelago of Svalbard.

Hurtigruten Group also owns 25% of Ecuador-based Metropolitan Touring.


Johnny Stanley-Brown

Johnny Stanley-Brown

Head of PR (UK & EMEA) Hurtigruten Expeditions & Hurtigruten +447570674466
Becca Singelenberg

Becca Singelenberg

PR and Communications Manager Hurtigruten Expeditions, Global +1 (301)-785-8163

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