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

The challenge wastherefore to create an impactful, consistent nation brand targeting business,tourists and talent, and building on the positioning of pioneeringsustainability through innovative solutions to solve the world’s sustainabilitychallenges.

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

Where we come from:Powered by nature

What we offer: North ofthe ordinary

Who we are: Built onequal opportunities

The visual identity hasbeen designed to represent some of the aspects related to Norway as a countryand the spirit of our people; diverse, inclusive and forward-thinking.Embracing both the traditional aspects as well as the more moderncharacteristics of Norway, the visual identity lays the foundation for adynamic concept that is credible and adaptable for future needs. A modularsystem that delivers an infinite number of unique flags tells the story of anation that celebrates individuality whilst being stronger together. Andthrough bespoke typography, illustrations and icons, built from the samecontrasting shapes, creates a diverse yet recognisable visual language.

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

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