Why the rebrand?
Arctic Norway simply communicates better who we are and what makes this region unique. It reflects our geographical position, but also our nature, climate, culture, people and local produce.
It helps distinguish us more clearly from other destinations while highlighting some of our strongest competitive advantages.
International market insights show that the term Arctic creates stronger associations, both emotionally and commercially. It is linked to dramatic landscapes, unique experiences, the Northern Lights, purity and exclusivity.
During the work on the new strategic direction for Northern Norway, it also became clear that the tourism industry itself strongly identifies with and supports the move towards Arctic Norway.
At the same time, we are building on the work already done through Visit Arctic Europe I and II, as well as the Arctic Europe Tourism Cluster. Together, we have spent several years strengthening Arctic Europe as a brand. Therefore, it feels natural to align more closely with this direction, alongside partners such as Swedish Lapland – Arctic Sweden.
New visual identity
Alongside the new brand name comes an updated visual identity for both Northern Norway / Arctic Norway as a destination and Northern Norway Tourist Board / Arctic Norway Tourst Board as a company.
The work includes:
- An updated logo inspired by Arctic colours and landscapes, with a more modern and flexible expression
- A new graphic profile with clearer use of colours, typography and imagery that reflects the Arctic character
- A shared visual identity that makes it easier to present the region in a unified and recognisable way
Building this together
Arctic Norway is a brand we are building together. The more partners who use it, the stronger our presence becomes in the market.
So, we hope that both large and small businesses will see the value of standing behind one shared direction and help spread awareness of the new brand.
The road ahead
The new brand is now being implemented and will be phased in gradually. Resources and toolkits will also be made available for those who would like to use the brand in their own communication.
This marks the beginning of something new, and we are excited about the journey ahead as Arctic Norway.
Questions or feedback?
Contact Marie Nystad, Media Producer in Arctic Norway Tourist Board