North Dakota unveils refreshed brand ‘Be Legendary’

Thursday, November 01, 2018

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

The refreshed, active brand includes a new logo and an updated look and feel with fresh colors, photography and conversational language.

“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 said. “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.”

To refresh North Dakota's brand for today’s audiences, adjustments were made to the tagline from Legendary to Be Legendary. The new design will keep parts of the visual elements from the current identity while creating a refresh with an updated color palette and a new font system.

“The North Dakota Legendary brand has been used to successfully promote North Dakota as a destination for more than 15 years,” North Dakota Department of Commerce Tourism Director Sara Otte Coleman said. “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.”

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