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Hurtigruten, HX advance next phase of rebrand
HX and Hurtigruten have unveiled the next phase of their new brand identities.
Ahead of Wave Season, the brands are launching new visual profiles, websites, social channels, brochures, and booking materials to differentiate their brands.
Hurtigruten Expeditions cruise brand is now transforming to HX, while Hurtigruten Norway, which celebrated 130 years this summer, will continue with its original name, simplified to just Hurtigruten.
“This marks a defining moment as HX and Hurtigruten embark on the next phase of their distinct journeys,” said Daniel Skjeldam, CEO of Hurtigruten Group.
Both the HX expedition cruise brand and Hurtigruten are wholly owned by Hurtigruten Group.
New logos and visual identities will differentiate the brands.
Both websites have been redesigned.
HXs revamped website is at HXexpeditions.com.
A full domain transition, including employee email addresses will be undertaken from April 2024.
Hurtigruten will use the original Hurtigruten.com address with a split screen guiding visitors to either brand page until April.
While maintaining separate social channels since 2021, HX will transition across platforms from ‘Hurtigruten Expeditions’ to ‘HX Hurtigruten Expeditions.’
Both brands will update and align future content with the refreshed brand identity. The new channels for both brands are live:
Facebook: HX Hurtigruten Expeditions and Hurtigruten
Instagram: HXHurtigrutenExpeditions and Hurtigruten
LinkedIn: HX Hurtigruten Expeditions and Hurtigruten Norway
YouTube: HX Hurtigruten Expeditions and Hurtigruten
HX has also revamped guest communications.
Starting this month, guests see a redesigned digital journey upon booking.
Post-expedition, guests will gain access to a redesigned Logbook.
Later this year, both the expedition line’s B2B Portal and Guest App will undergo updates to align with the new visual identity.
Over the next 12 months, onboard guests will witness HXs rebrand with updates notice physical elements—uniforms, room key cards, crew name badges, water bottles and more.
In 2024, the fleet’s six ships will be repainted and sail under new livery by the year end.
“Each brand has its own, unique story. Bringing their identities to life is essential for global audience growth,” Skjeldam added.
TravelMole Editorial Team
Editor for TravelMole North America and Asia pacific regions. Ray is a highly experienced (15+ years) skilled journalist and editor predominantly in travel, hospitality and lifestyle working with a huge number of major market-leading brands. He has also cover in-depth news, interviews and features in general business, finance, tech and geopolitical issues for a select few major news outlets and publishers.
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