HX Expeditions has announced the introduction of its new fleet livery colours, marking a key milestone in the continued evolution of its standalone brand.
This new chapter follows the initial HX brand launch in December 2023 and signals the final stages of a transformative rebranding journey as HX officially separated last month from its Norwegian heritage sister brand of Hurtigruten.
The new livery colour palette takes inspiration from marine wildlife with colours such as ‘Pearl, Sand and Arctic White.’ The iconic red and black colours previously used by the Hurtigruten Group have long been associated with the heritage sister brand of Hurtigruten, which will continue to use those colours 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 rich history while embracing a bold new future all focused on sustainability, science and expertise.
“This is the next important step in the HX brand evolution” said Gebhard Rainer, CEO of HX Expeditions “The rebrand of our fleet is not just about aesthetics, it’s about creating an experience that resonates with our guests on every level. Our new fleet colours are a reflection of who we are today and where we are heading, while also maintaining a respectful distinction from our heritage brand, which will continue to proudly represent its own legacy in red and black.”
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 recognise and appreciate.