Aurora Expeditions has rebranded in the UK following “a trademark challenge”.

The polar specialist’s new name – AE Expeditions – and associated branding, designs, trademark and website will roll out in the UK market this month.

The line said AE Expeditions “embodies the found principles and ethos of the global company” and explained how AE Expeditions would “continue to be part of, and operated by, the Aurora Expeditions group, headquartered in Sydney, Australia.

Chief marketing office Hayley Peacock Gower said: “As we enter our 2022-23 Antarctic season, we’re very excited to launch AE Expeditions in our rapidly growing UK market and deliver the same life-changing, perspective-altering expeditions around the world, while creating lifelong ambassadors for the planet.”

EMEA managing director Jos Dewing said: “This marks the dawn of a new era for AE Expeditions in the UK and we look forward to working with our valued trade and media partners as we move forward on the next stage of our global evolution.”

The rebranded line’s second purpose-built ship – Sylvia Earle – is currently sailing from Ushuaia, Argentina, to Antarctica.