Hurtigruten Group has unveiled a new global brand identity for its adventure travel brand, Hurtigruten Expeditions. Effective from December, the brand will be known by the new name, HX.

Hurtigruten Norway, which marked 130 years of operating the original Norwegian Coastal Express earlier this year, will retain its iconic name, simplified to "Hurtigruten." This decision reflects the brand's historical significance, preserving the same name it carried when it embarked on its maiden voyage in 1893, symbolizing "the fast route" in Norwegian.

Daniel Skjeldam, CEO of Hurtigruten Group, 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."

Skjeldam emphasized that "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."

Highlighting their expanding portfolio, Skjeldam shared, "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."

Both Hurtigruten Expeditions and Hurtigruten Norway are wholly owned by Hurtigruten Group, forming a collection of sustainable travel brands that encompasses an array of land-based activities, including hotels and restaurants, through Hurtigruten Svalbard. Additionally, the group holds a 25% stake in Ecuador-based Metropolitan Touring, recognized pioneers of sustainable travel in the Galápagos Islands.

The introduction of the new HX brand and logo will commence in December, with comprehensive updates planned for brochures, websites, and social media channels. Furthermore, a fleet-wide livery repainting project will be initiated over the next 18 months to ensure a cohesive visual identity.