HURTIGRUTEN Group’s Hurtigruten Expeditions brand has rebranded as ‘HX’ – a modernisation which will include a new global brand identity, set to launch in Dec.
The new brand will update HX’s logo (pictured), brochures, websites, social channels, and the livery on the fleet’s six ships, which will commence over the next 18 months.
HX’s sister brand Hurtigruten Norwegian Coastal Express will also de-brand to ‘Hurtigruten’, the original name it launched under in 1893.
It was announced the two brands would be separating in 2020 to enhance their operational and commercial autonomy (CW 23 Oct 2020), allowing for the delivery of distinctly different guest experiences.
Managing Director APAC Damian Perry told Cruise Weekly at the time the structural change would result in a sharper execution of both products for clients, as well as a more agile workforce (CW 26 Apr 2021).
Implementation of the separation began in 2021, and earlier this year, Hurtigruten Group completed its internal restructuring to align commercial and support functions with dedicated ship operations.
Group Chief Executive Officer Daniel Skjeldam said the name Hurtigruten is synonymous with travel in Norway, just as it has been a renowned travel brand for more than 130 years.
“Today’s evolution of our brand identities is the culmination of the work that started in 2021,” Skjeldam said.
“HX will remain at the forefront of expedition cruising and sustainable travel as we continue to significantly grow its global presence while strengthening Hurtigruten’s iconic position on the Norwegian coast.”
“While we have traditionally been known as the Polar experts, we launched the Galapagos Islands last year, which is already our third most popular destination,” Skjeldam added.
“We will be the only cruise liner to exclusively sail the West African archipelagos of both Cape Verde and the Bissagos Islands in this year’s most exciting new itinerary, which we are launching this fall.” MS
