I’ve never set foot on an expedition cruise—honestly, the closest I’ve come is binge-watching nature docs from my couch. But HX Expeditions just dropped news that’s got me rethinking my landlocked life. The world’s oldest expedition cruise company (since 1896, no less) unveiled a slick new fleet livery, decked out in “Indigo Blue” and “Sand.” It’s part of a broader rebrand that’s got me daydreaming about polar fjords and Galápagos sunsets.
This isn’t just a paint job. HX is shedding its old red-and-black skin—colors tied to its Norwegian sister brand, Hurtigruten—for a palette inspired by marine wildlife: think “Pearl,” “Sand,” and “Arctic White.” It’s a nod to their roots and a signal of what’s next. With five modern ships hitting over 250 destinations across 30+ countries, HX is all about mindful exploration—sustainability, science, and education woven into every voyage. They’ve already ditched heavy fuel oils, banned single-use plastics, and rolled out hybrid ships. Now, this rebrand feels like a promise to keep pushing the envelope.
The fleet’s new look, rolling out after their December 2023 brand launch, is the final piece of a transformation that’s been years in the making. CEO Gebhard Rainer calls it “the next important step,” and I’m inclined to agree. It’s not just aesthetics—it’s a vibe. Indigo Blue conjures deep ocean mystery; Sand evokes rugged coastlines. For a newbie like me, it’s an invitation to ditch the ordinary and chase something wild. Maybe it’s time to trade my screen for a deck view. HX is betting I won’t be the only one tempted.
