Hurtigruten and HX Unveil Transformative Rebranding for Sustainable Global Travel Leadership
In a significant move toward redefining their identities, Hurtigruten and HX are charging ahead with comprehensive rebranding initiatives, showcasing their commitment to sustainable travel on a global scale. This strategic evolution encompasses a visual refresh for Hurtigruten Expeditions and a bold new direction for Hurtigruten Norway.
The rebranding journey kicked off with Hurtigruten Expeditions updating its social media platforms, websites, booking materials, advertisements, and brochures. Simultaneously, sister brand Hurtigruten underwent a visual overhaul earlier this month. As wave season approaches, both brands are making substantial progress in establishing their distinct and compelling new identities.
Daniel Skjeldam, Chief Executive Officer for Hurtigruten Group, the parent company for both brands, expressed the significance of this transformative moment, stating, “This marks a defining moment as HX and Hurtigruten embark on the next phase of their distinct journeys as leaders in global sustainable travel.”
As part of the rebranding strategy, HX plans to revamp its onboard infrastructure over the next year, introducing the new branding to elements such as stateroom key cards, crew name badges, uniforms, water bottles, and more. The company aims to complete the rebranding process by the end of the year, including repainting its six ships to sail under the new name.
An integral objective of this ambitious rebrand is to enhance the differentiation between the two brands while maintaining their shared commitment to sustainability. Skjeldam emphasized this point, stating, “Though united by a mutual dedication to sustainability, each brand has its own unique story to tell. Bringing their distinct identities to life is key to setting them apart and essential for global audience growth.”
Hurtigruten, which originated in 1893, has played a pivotal role in providing transportation and deliveries to remote communities along the Norwegian coastline. The company is returning to its roots, with plans to build the world’s first zero-emission ship. Meanwhile, HX, launched in 1896 as the world’s first expedition cruise line, is embracing a new visual identity characterized by a neutral, earth-toned palette and nature-centric photography.
Hurtigruten will retain its iconic red and black color palette, while HX’s refreshed brand reflects a dedication to safeguarding environments, wildlife, and communities central to their adventures. Skjeldam emphasized the commitment to science and education, stating, “It’s not solely about where we go, but how we get there.”
As the rebranding journey unfolds, Hurtigruten and HX are poised to redefine the landscape of sustainable global travel, inviting adventure enthusiasts to join them on this transformative voyage.