HX Reveals Next Phase of Rebrand
by Dori Saltzman
HX and sister brand Hurtigruten have unveiled the next phase of their new brand identities, which includes new logos, websites, social channels, brochures, and more. The parent company of both brands initially announced the rebranding back in September.
The unveiling comes just as HX achieved its all-time best month in the Americas market this November, with a 70% increase in sales compared to November 2022 and a 66% increase over its previous monthly sales record.
“This marks a defining moment as HX and Hurtigruten embark on the next phase of their distinct journeys…” said Daniel Skjeldam, CEO of Hurtigruten Group.
The new branding for HX, specifically, is characterized by nature-centric photography and a neutral earth-tone palette. Hurtigruten on the other hand is sticking with the original brand’s traditional red and black color palette.”
“The refreshed [HX] brand reflects who we are and the values we live and breathe every day,” Skjeldam said. “We are dedicated to safeguarding the environment, wildlife, and communities central to our adventures.”
New digital presence
The websites for both brands have been redesigned. Travel advisors can access HX’s revamped website at HXexpeditions.com, with employee email address being transitioned to the new domain name in April 2024.
Hurtigruten will continue to use the original Hurtigruten.com address.
While the brands have maintained separate social channels since 2021, HX will transition from “Hurtigruten Expeditions” to “HX Hurtigruten Expeditions” across all its social channels.
As part of the refresh, post-cruise, guests will have access to a redesigned Logbook, featuring professional imagery from their sailing.
Later this year, both HX’s B2B portal and guest app will undergo updates to align with the new visual identity.
Similarly, over the next 12 months, onboard guests will see HX’s rebrand across physical elements – uniforms, room key cards, crew name badges, water bottles, and more.
In 2024, the fleet’s six ships will undergo repainting to an all-new livery.
