BISMARCK, N.D. – Gov. Doug Burgum today 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.”
Otte Coleman explained, “Be Legendary conveys a renewed spirit and the unlimited promise and potential of our state. It allows us to expand our message to reach new audiences, from the people who live here to those who visit.”
“The Legendary brand holds tremendous value for North Dakota in terms of describing our state’s opportunities, attractions, resources and people,” Economic Development Association of North Dakota President Ellen Huber said. “I am excited about the brand’s evolution and plans to extend the message to a broader audience to further attract visitors, workforce and business investment.”
“The travel and tourism industry is very comfortable with the evolution of the long-standing Legendary brand and loves the idea of extending that branding across all of the state’s promotional efforts,” Destination Marketing Association of North Dakota President Suzie Kenner said.
The new logo can be viewed at www.nd.gov.