Norwegian cruise company, Hurtigruten has rebranded both their expedition and ocean lines.
Hurtigruten Expeditions, known for their voyages around the Arctic will be renamed HX. While Hurtigurten Norway’s Coastal Express returns to Hurtigruten, the original name of the route it launched in 1893.
“The name Hurtigruten is synonymous with travel in Norway, just as it has been a renowned travel brand for over 130 years. Today’s evolution of our brand identities is the culmination of the work that started in 2021 when we split the two brands,” said Daniel Skjeldam, CEO, Hurtigruten Group.
“With HX, we are investing in our high-end expedition itineraries. We launched the Galápagos Islands last year, which is already our third most popular destination. We will be the only cruise liner to exclusively sail the West African archipelagos of both Cape Verde and the Bissagos Islands.”
The new HX brand and logo will be fully implemented starting in December. The cruise line will update brochures, websites, and social channel. They will also repaint livery of the six ships over the next 18 months.
“We are excited to see the evolution of the HX identity. We know that HX’s pioneering and sustainable journeys resonate with Australian and New Zealand travellers,” says Hurtigruten’s Managing Director Asia Pacific, Damian Perry.
The Hurtigruten Group offers itinerary options to Antarctica, the Galápagos Islands, Greenland, Svalbard, and the West African coast. They also offer Alaska, Iceland, Canada’s Northwest Passage, the British Isles, and many other exciting destinations.
HX’s vessels include MS Roald Amundsen, the world’s first-ever battery-hybrid-powered ship, and its sister ship, MS Fridtjof Nansen.
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