HX Expeditions has introduced new fleet livery colors “Indigo Blue” and “Sand,” marking a key milestone in the continued evolution of its standalone brand. This new development follows the initial HX brand launch in December 2023 and signals the final stages of a rebranding journey as HX officially separated last month from its Norwegian heritage sister brand of Hurtigruten.
The new livery color palette takes inspiration from marine wildlife with colors such as “Pearl," "Sand" and "Arctic White.” The iconic red and black colors previously used by the Hurtigruten Group have long been associated with the heritage sister brand of Hurtigruten, which will continue to use those colors and will remain unchanged. This new visual identity for HX introduces a distinct and modern look and ensures that guests won’t get confused in places like Norway where the two brands will still co-exist.
HX has already introduced a series of changes, including a revamped website, new indigo blue jacket for guests and a comprehensive overhaul of branded materials—all carefully designed to reflect the company’s history while embracing a new future "all focused on sustainability, science and expertise going back to its first sailings in 1896."
This new fleet rollout is just one of the many steps the company has taken since the brand launch in late 2023. The rebranding journey, which included extensive customer and market feedback, has been thoughtfully executed to ensure continuity of the company’s core values while embracing growth, innovation and differentiation in the marketplace.
With the evolution now entering its final stage, HX remains steadfast in its dedication to delivering unparalleled expedition experiences both in the polar regions and in warm water destinations such as the Galapagos, now with a refreshed identity that guests will quickly come to recognize and appreciate.
For more information, visit www.travelhx.com.
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