Gone is the familiar red, black and white palette associated with its heritage sister brand Hurtigruten in favour of HX brand colours indigo blue and sand, with pearl and Arctic white highlights.

It follows its full separation from Hurtigruten, which was completed last month.

HX said its new visual identity would ensure its ships stands out from Hurtigruten vessels in places like Norway, where the two brands will continue to operate simultaneously.

In addition, HX has already introduced a new website, new indigo blue jackets for guests and new brand materials, all featuring the new colour scheme.

"This is the next important step in the HX brand evolution" said Gebhard Rainer, chief executive of HX Expeditions.

"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."