Hurtigruten Expeditions will soon have a much shorter name.

The Norwegian operator of expedition vessels plans to rebrand the company as HX this December in a move that will also change its logo from an “H” in a red circle to a free-standing “HX”.

Marketing materials will start receiving the new logo in December, while its fleet of six ships will have the new logo painted on their hulls over the next 18 months, said Hurtigruten Group, which owns Hurtigruten Expeditions and Hurtigruten Norway.