Hurtigruten Expeditions and Hurtigruten Norway to undergo rebrand

Hurtigruten Expeditions and Hurtigruten Norway to undergo rebrand

After launching the world’s first expedition cruise in 1896, the line is evolving 

Hurtigruten Group has revealed new identities for its global brands. 

Hurtigruten Norway, which celebrated 130 years of operating the original Norwegian Coastal Express this summer, will become Hurtigruten, while Hurtigruten Expeditions will launch as HX in December 2023. 

One of the most sustainable fleets in the industry, HX’s vessels include MS Roald Amundsen, the world’s first-ever battery-hybrid-powered ship, and its sister ship, MS Fridtjof Nansen.

The HX brand brings a new logo, which will be implemented across all brochures, websites and social channels from December. Livery repainting of the fleet’s six ships will commence over the next 18 months.

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Hurtigruten Group CEO Daniel Skjeldam said: "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. And 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."

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