Hurtigruten Expeditions will operate under the new name "HX" from December, accompanied by a fresh image, including a new logo. This realignment is intended to more clearly emphasise the strategic separation between the mail and expedition ships that has been in place for two years.
Daniel Skjeldam, CEO of Hurtigruten Group, announced that the transition to the new brand identity, including the new HX logo, will begin in December. This will be implemented by updating brochures, websites and social media.
The six expedition ships will also receive a new livery over the next 18 months. Already in 2020, the strategic separation of the two brands was announced in order to strengthen the independence of the two business units. The implementation began in 2021 and was completed within the Hurtigruten Group at the beginning of 2023. Now the introduction of the new brand identity of HX is taking place.
In addition, Hurtigruten Group had announced a fleet conversion in the summer. The hybrid ship Otto Sverdrup will transfer from HX to Hurtigruten Norway in January 2024, while the Maud will support HX's fleet in Antarctica. In the upcoming Antarctic season, HX will be able to offer guests 36 sailings on eight different itineraries ranging from twelve to 24 days, according to the company.