The essence of the challenge set by Norway’s Prime Minister, Erna Solberg, in 2017 was to be greener, smarter and more innovative. Part of the Prime Minister’s ambition was to make Norwegian green technology and sustainable solutions globally accessible. This created the backdrop for Brand Norway; a dynamic concept, strategic positioning and new visual identity to strengthen Norway’s position as a clear and effective nation brand.

The challenge was therefore to create an impactful, consistent nation brand targeting business, tourists and talent, and building on the positioning of pioneering sustainability through innovative solutions to solve the world’s sustainability challenges.

To align with the new strategic direction of Norway it is vital that both the stories we communicate, and the visual expressions are relevant and future orientated. It is through this, the new positioning can be realized, transitioning from the current perception of Norway to create a new holistic experience that reflects the strategy and value proposition of the country. The following three pillars were developed to capture the essence of Norway:

Where we come from: Powered by nature
What we offer: North of the ordinary
Who we are: Built on equal opportunities

The visual identity has been designed to represent some of the aspects related to Norway as a country and the spirit of our people; diverse, inclusive and forward-thinking. Embracing both the traditional aspects as well as the more modern characteristics of Norway, the visual identity lays the foundation for a dynamic concept that is credible and adaptable for future needs. A modular system that delivers an infinite number of unique flags tells the story of a nation that celebrates individuality whilst being stronger together. And through bespoke typography, illustrations and icons, built from the same contrasting shapes, creates a diverse yet recognisable visual language.

At the time of publication, The FutureBrand Country Index, a study researching and ranking nation’s ‘brand power’ with regards to purpose, experience and reputation, concluded that Norway has risen four places to number two in 2019, scoring highly on the key attributes of Sustainability combined with Advanced Technology and Innovation. This rise in perception and impact of Norway’s nation brand globally affirms the relevance for the strategic positioning related to ‘pioneering sustainability’ strengthened through the new stories, communications and essence of Brand Norway.