HX (Hurtigruten Expeditions) launches new fleet brand colors as part of evolutionary reshaping
HX (Hurtigruten Expeditions), the world’s oldest expedition cruise line, announced today that it will introduce its new fleet paint colors under the “Indigo Blue” and “Sand” brands, marking the ongoing growth of its independent brand, a key milestone.
This new chapter follows the launch of the initial HX brand in December 2023 and marks the final stage of HX’s journey to officially separate from Hurtigruten, its Norwegian heritage sister last month. The new colors are designed to reflect the company’s forward-looking vision and continue to be committed to providing guests with an unparalleled and responsible adventure experience.
The new painted palette draws inspiration from marine wildlife and comes with colors such as “Pearl, Sand and Arctic White.” The iconic reds and blacks previously used by Hartigruten Group have long been associated with Hertigruten’s Heritage sister brand, which will continue to use these colors and will remain the same. This new visual identity of HX introduces a unique and modern look and ensures guests aren’t confused in places like Norway where two brands will still coexist.
HX has introduced a range of changes, including an improved website, the new Indigo Blue Jacket for Guesss, and a comprehensive overhaul of the branded material – all carefully designed to reflect the company’s rich history while embracing a bold new future focused on our first voyages in 1896.
“This is the next important step in the HX brand Evolution” explain HX CEO Gebhard Rainer “The reshaping of our fleet is not only about aesthetics, but also about creating an experience that resonates with our guests on every level. Our new fleet colors reflect who we are today and where we are moving forward, while also maintaining respect for our legacy brand. ”
Since the brand was launched in the second half of 2023, this new fleet promotion is just one of many steps the company has taken. The journey of rebranding, including extensive customer and market feedback, has been carefully executed to ensure the continuity of the company’s core values while embracing growth, innovation and differences in the market.
As the evolution enters its final stages, HX remains firm in its unrivaled adventures in warm waters such as the polar regions and Galapagos, now, with a refreshing identity that guests will soon recognize and appreciate.
