HX Unveils New Indigo Blue and Sand Livery
HX, formerly known as Hurtigruten Expeditions, is taking a bold step forward with a complete makeover of its fleet’s appearance. In a move that underscores the company’s ongoing rebrand efforts, HX has unveiled its new livery colors—“Indigo Blue” and “Sand”—marking a pivotal milestone in its evolution as a distinct brand. This new visual identity not only reflects a fresh, contemporary outlook but also differentiates HX from its heritage under the Hurtigruten Group.
The change in livery comes shortly after HX officially separated from its sister brand, Hurtigruten, last month. While the legacy brand continues to proudly represent its storied past with its iconic red and black hues, HX is setting a new course for the future. The newly adopted color palette of Indigo Blue and Sand is inspired by nature and marine wildlife, embodying the essence of the company’s commitment to offering immersive, authentic expedition experiences.
Chief Executive Officer Gebhard Rainer emphasized that the rebrand goes well beyond mere aesthetics. “This is the next important step in the HX brand evolution,” he said, highlighting that the fleet’s new colors are a reflection of who HX is today and where it is heading. Rainer explained that the rebranding initiative is designed to create an experience that resonates with guests on every level, transforming their journey into one that feels both luxurious and intimately connected to the natural world.
The fresh livery is part of a broader rebranding campaign that HX has been rolling out over the past few months. In addition to the new colors, the company has introduced a redesigned website, new indigo blue jackets for expedition guests, and a suite of other branded materials that echo the new visual identity. This comprehensive update is intended to enhance the overall guest experience, making it easier for travelers to recognize and connect with the HX brand as they embark on their adventures.
By adopting these new colors, HX aims to not only modernize its look but also to signal its commitment to innovation in the expedition cruise market. The Indigo Blue and Sand livery is a nod to the natural beauty of the world’s oceans and coastal landscapes, reinforcing the brand’s focus on exploration and environmental stewardship. Guests can now expect a seamless blend of contemporary design and practical functionality across all touchpoints of their journey.
Industry insiders have noted that rebranding efforts such as this can have far-reaching implications for customer perception and market positioning. With the launch of its new livery, HX is positioning itself to capture the attention of a new generation of travelers who are looking for unique, experience-driven cruises that combine adventure with comfort and style.
As HX continues to evolve, the new fleet makeover represents a key moment in its strategy to establish a distinct identity within the competitive world of expedition cruising. The transformation is not only a visual update but also a strategic signal of the company’s dedication to enhancing its guest experiences, ensuring that every aspect of the journey—from onboard amenities to the vessel’s striking appearance—resonates with the spirit of discovery.
In summary, the unveiling of the new Indigo Blue and Sand livery marks a transformative moment for HX. With its fresh design, comprehensive rebrand, and commitment to creating memorable, nature-inspired experiences, HX is charting a clear path toward a bright and dynamic future in the world of expedition cruises.
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