Aurora Expeditions has announced a new name, brand logo and website for its UK division.

The new name – AE Expeditions – and associated branding, designs and trademark will be rolled out in the UK this month.

According to a statement, the move represents “a successful resolution to a trademark issue in the UK market only”.

The company said the new name “embodies the founding principles and ethos of its global company”.

AE Expeditions will continue to be part of, and operated by, the Aurora Expeditions group, headquartered in Sydney.

A ‘new era’ for AE Expeditions

EMEA managing director Jos Dewing said: “This marks the dawn of a new era for AE Expeditions in the UK and we look forward to working with our valued trade and media partners as we move forward on the next stage of our global evolution.”

Chief marketing office Hayley Peacock Gower added: “As we enter our 2022/23 Antarctic season, we’re very excited to launch AE Expeditions in our rapidly growing UK market and deliver the same life-changing, perspective-altering expeditions around the world, while creating lifelong ambassadors for the planet.”

In November, the cruise line launched its second purpose-built ship, Sylvia Earle.

The ship, which is a sister to Greg Mortimer, has been named after the renowned marine biologist, oceanographer, explorer and conservationist Dr Sylvia Earle.

Sylvia Earle departed for its inaugural voyage on 10 December, sailing from Ushuaia to Antarctica.

CEO Michael Heath said: “With our focus on education and conservation, our goal is to immerse our expeditioners in some of the world’s most secluded places, such as the Antarctic Peninsula, in a relaxed, fun and informal on board setting.”