New visual profiles, websites, social channels, brochures, booking materials and advertisements have all launched this week ahead of wave season. 

As part of the rebrand, Hurtigruten Expeditions has become HX, while Hurtigruten Norway is now known as Hurtigruten. 

New logos and visual identities will differentiate the two sister brands.

The company said HX has “significantly revamped” guest communications, ensuring an "elevated expedition experience" from booking to post-cruise. 

Over the next 12 months, onboard guests will witness HX’s rebrand with updates to physical elements – uniforms, room key cards, crew name badges and water bottles. 

The fleet’s six ships will also display a new livery by the end of the 2024.  

Hurtigruten Group chief executive Daniel Skjeldam said: “This marks a defining moment as HX and Hurtigruten embark on the next phase of their distinct journeys as leaders in global sustainable travel.

“HX’s rebrand solidifies our commitment to lead as the world’s most sustainable expedition cruise company.”

He added: “The refreshed brand reflects who we are and the values we live and breathe every day. 

“We are dedicated to safeguarding the environments, wildlife, and communities central to our adventures.

"Our commitment to science and education not only fuels our curiosity but also ensures a mindful approach: it’s not solely about where we go, but how we get there.”

Both HX and Hurtigruten are wholly owned by Hurtigruten Group, forming a portfolio of travel brands that include extensive land-based activities such as hotels and restaurants through Hurtigruten Svalbard. 

Additionally, the group holds a 25% stake in Ecuador-based Metropolitan Touring, known for pushing sustainable travel in the Galapagos Islands.