HX Expeditions introduces bold Indigo Blue and Sand fleet livery, redefining its identity with a focus on science, sustainability, and immersive cruise exploration.
HX Expeditions has taken a monumental leap forward in redefining its brand identity, unveiling a stunning new fleet livery in Indigo Blue and Sand—symbolizing a strategic shift that reflects a deeper commitment to sustainability, science, and modern exploration.
In a bold visual transformation that marks the final stage of its separation from its former sister brand Hurtigruten, HX Expeditions has introduced a sleek and refined fleet color palette inspired by the natural world. The newly unveiled Indigo Blue and Sand hues are not just aesthetic updates—they are symbols of a brand charting its own distinct path in the global expedition cruise landscape.
A New Era Begins: From Tradition to Transformation
Once operating under the umbrella of the iconic Norwegian Hurtigruten Group, HX Expeditions is now confidently standing on its own. The livery launch signifies not just a rebranding, but a powerful statement of independence. It’s the visual culmination of a brand journey that began in December 2023 and has now reached its defining moment.
Unlike the familiar red and black associated with Hurtigruten, HX’s new identity embraces Indigo Blue, Sand, Pearl, and Arctic White—a color spectrum drawn directly from marine and coastal environments. These natural tones align with HX’s mission of responsible travel, scientific exploration, and environmental stewardship.
Why This Livery Matters: More Than Just a Color Change
For HX Expeditions, this is not a surface-level makeover. The new livery represents a much deeper evolution—a complete repositioning in the expedition cruise segment. It serves multiple strategic purposes: enhancing brand clarity, fostering recognition among global travelers, and eliminating potential confusion in overlapping regions like Norway, where both HX and Hurtigruten will operate independently moving forward.
The visual shift also paves the way for greater brand visibility in an increasingly competitive market where authenticity and sustainability are key drivers of traveler choice.
Beyond the Hull: A Total Brand Renaissance
The new color scheme is just the tip of the iceberg in HX’s transformation. A comprehensive rebrand has been unfolding behind the scenes over the past several months. The cruise line has rolled out:
- A redesigned, immersive website tailored for modern explorers
- New Indigo Blue expedition jackets for guests, blending form and function
- Revamped onboard materials and digital content aligned with the new identity
- A renewed marketing strategy emphasizing discovery, science, and sustainability
These enhancements are part of a thoughtful campaign to ensure that the HX experience remains rooted in its rich heritage while simultaneously embracing innovation, technology, and the changing expectations of 21st-century travelers.
Building a Brand Around Legacy and Future
With origins tracing back to 1896, HX has long been synonymous with polar exploration. But now, the brand is charting a course that extends far beyond the ice. From the Arctic and Antarctic to tropical destinations like the Galápagos Islands, HX Expeditions is broadening its horizons while honoring the pioneering spirit that shaped its past.
Its modern brand narrative places equal emphasis on environmental conservation, scientific inquiry, and immersive guest engagement—three pillars that form the bedrock of its new identity.
Listening to Guests, Shaping the Future
The rebranding initiative wasn’t born in a vacuum. HX undertook extensive global research and customer feedback sessions, ensuring that every step of its transformation resonated with its loyal base of expedition travelers as well as new market segments.
The insights gleaned helped HX refine its visual and experiential offerings to better meet the expectations of eco-conscious explorers, luxury travelers seeking authenticity, and adventure enthusiasts seeking depth beyond standard cruise itineraries.
A Statement of Confidence to the Cruise Industry
As HX Expeditions steps fully into the global spotlight, its refreshed identity delivers a clear message to the cruise industry: this is a company that respects its roots but is unafraid to reinvent itself. The brand’s commitment to sustainability, science, and storytelling sets it apart in an increasingly crowded expedition cruise space.
With cruise consumers becoming more discerning, HX is positioning itself as a premium, purpose-driven choice—where every voyage is an invitation to explore, learn, and connect with the natural world.
What’s Next for HX?
Looking ahead, HX is expected to continue expanding its destination portfolio, investing in eco-conscious technology, and elevating its onboard guest experiences through enhanced scientific programming and sustainability education.
The brand’s standalone journey is just beginning—but with a strong legacy, a striking new identity, and a clear vision for the future, HX Expeditions is poised to redefine the art of exploration at sea.
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