HX Expeditionsis adding new colors to its brand, “Indigo Blue” and “Sand,” marking a key milestone in the ongoing evolution of its identity as an independent brand. This new chapter follows the initial launch of the HX brand in December 2023 and marks the final stages of a transformative rebranding process, after HX officially separated from its sister brand, Hurtigruten, with its Norwegian heritage. The new colors reflect the company’s innovative vision and its continued commitment to providing unparalleled and responsible expedition experiences for its guests.
The fleet's new hull color palette is inspired by marine life, with shades like Pearl, Sand, and Arctic White. The iconic red and black colors, previously used by the Hurtigruten Group, have historically been associated with its sister brand, which will continue to use those colors unchanged. This new HX visual identity introduces a modern and distinctive look, ensuring guests won't be confused in destinations like Norway, where both brands will continue to operate.
HX has already implemented a number of changes, including a revamped website, new indigo jackets for guests, and a complete overhaul of its branding materials. Everything has been carefully designed to reflect the company's rich history while embracing a bold future focused on sustainability, science, and expertise, harking back to its first voyages in 1896.
“This is the next important step in the evolution of the HX brand,” said Gebhard Rainer, CEO of HX Expeditions. “The redesign of our fleet is not just about aesthetics, but about creating an experience that resonates with our guests at every level. Our new colors reflect who we are today and where we are headed, while maintaining a respectful distinction from our parent brand, which will continue to represent its own legacy in red and black.”.
The launch of the new fleet image is just one of the many steps the company has taken since the brand's introduction in late 2023. The rebranding process, which has included extensive market analysis and customer feedback, has been carefully designed to maintain continuity with the company's core values, while fostering growth, innovation, and differentiation in the market.
With the brand's evolution entering its final phase, HX remains steadfast in its commitment to delivering unparalleled expedition experiences in both polar regions and warm-water destinations like the Galapagos Islands, now with a refreshed identity that guests will quickly recognize and appreciate.
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