North Dakota Reveals New Logo as Part of Brand Refresh

Governor Doug Burgum has announced “Be Legendary” as North Dakota’s new brand identity, building on the “Legendary” brand that has been used to promote the U.S. state for more than 15 years.

The refreshed brand sees the introduction of a new logo and font system, which are further accompanied by revised colours, new photography and an updated language style described as “conversational”.

“In today’s competitive global market, it’s more important than ever for North Dakota to lead with a powerful, scalable and unified brand approach,” Burgum says. “As we undertook this important brand refresh project, it was essential that our brand maintain its legendary roots while giving us a cohesive way to connect with all of our audiences.”

“The North Dakota Legendary brand has been used to successfully promote North Dakota as a destination for more than 15 years,” adds North Dakota Department of Commerce Tourism director, Sara Otte Coleman. “It was important to build on the brand equity the tourism division and travel promoters have established over the years. The Legendary brand has proven to be a good investment, and this new refresh will allow us to expand that further.”

Source: North Dakota State Government