Hurtigruten Expeditions will adopt a new name and brand identity at the end of this year.
From December, it will become HX, with the new brand and logo to be used across brochures, websites and social channels.
Livery repainting of the fleet’s six ships will commence over the next 18 months.
Meanwhile, Hurtigruten Norway, which celebrated 130 years of operating the original Norwegian Coastal Express this summer, will revert to just Hurtigruten, maintaining the same name as when it launched in 1893.
Change to ‘strengthen’ Hurtigruten brand
Hurtigruten Group CEO Daniel Skjeldam said: “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.
“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.
“With HX, we are investing in our high-end expedition itineraries to some of the most adventurous, remote places around the world.
“While we have traditionally been known as the polar experts, we launched the Galápagos Islands last year, which is already our third most popular destination.”
The group is working to a target of emission-free travel by 2050. In June, it revealed early concepts for its first zero-emission ship, which will launch in 2030.
HX’s vessels include Roald Amundsen, the world’s first battery-hybrid-powered ship, and its sister ship, Fridtjof Nansen.
Image credit: Hurtigruten Expeditions & Ted Gatlin