HX Expeditions has introduced a new livery color scheme for its fleet, adopting Indigo Blue and Sand as core brand hues, alongside Pearl and Arctic White accents. The redesign, inspired by marine ecosystems and polar landscapes, concludes the company’s separation from its former parent brand, Hurtigruten, and solidifies its independent identity within the expedition cruise sector.
The transition follows HX’s initial rebrand launch in December 2023 and aligns with its operational decoupling from Hurtigruten, which retains its traditional red-and-black livery. The shift aims to eliminate market confusion in overlapping regions like Norway while reflecting HX’s focus on sustainability, scientific exploration, and heritage dating to its 1896 origins.
Operational updates include:
- Visual Identity: The livery overhaul includes updated branding across digital platforms, crew uniforms, and passenger amenities, such as Indigo Blue expedition jackets.
- Market Differentiation: Strategic changes emphasize HX’s specialization in polar and warm-water destinations (e.g., Galapagos), distinct from Hurtigruten’s coastal heritage voyages.
- Sustainability Alignment: Rebranding integrates eco-conscious practices, mirroring the company’s operational ethos.
The initiative, informed by customer feedback, underscores HX’s commitment to expedition travel innovation while preserving its legacy. Fleet-wide implementation will proceed as vessels undergo scheduled dry docks, completing the rebrand by mid-2024.