HX and sister brand Hurtigruten have unveiled the next phase of their new brand identities following the initial announcement of the company split in September.

Ahead of the upcoming wave season, the brands have launched new visual profiles, websites, social channels, brochures, booking materials and advertisements to solidify their distinct brand identities.

“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 Hurtigruten Group CEO Daniel Skjeldam.

Both companies are wholly owned by Hurtigruten Group, forming a portfolio of travel brands which includes land-based activities such as hotels and restaurants.

New logos and visual identities will differentiate the two sister brands. “HX’s rebrand solidifies our commitment to lead as the world’s most sustainable expedition cruise company,” added Skjeldam.

“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.”

Hurtigruten brand refresh ‘reflects who we are’

Both of the arms’ websites have been redesigned to highlight their unique brand identities more clearly. Hurtigruten will use the original Hurtigruten.com 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 to HX Hurtigruten Expeditions. Both brands will update and align future content with the refreshed brand identity.

HX has also revamped guest communications, in a bid to enhance the consumer experience from booking to post-voyage.

Over the next 12 months, onboard guests will see HX’s rebrand with updates to physical elements such as uniforms, room key cards, crew name badges and water bottles. In 2024, the fleet’s six ships will commence repainting and sail under new livery by year end.