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Besseggen, Jotunheimen
Besseggen, Jotunheimen.
Photo: Visitnorway.com / Espen Kristiansen / Field Productions


Images of spectacular nature are the most powerful element in the communication of the brand. The images must convey that Norway has nature and culture, that it is inhabited and a place for social experience and active participation.

  • Images must reflect the values; real, fresh, adventurous, open minded.
  • The colours should be clean and fresh, showing the contrasts in Norwegian nature.
  • Stand-alone images should create a WOW effect, evoke emotions and convey that this could only be Norway.
  • Where there is more than one image there should be variation in the topic that reflects the unique aspects of Norway i.e. in a brochure show nature AND culture, food and activities.
  • Focus on spectacular fjords, coastal landscapes and selected natural treasures (Midnight Sun, Northern Lights etc.).
  • Combine nature with active situations and feature social interaction between people.
  • Use images of local people or tourists as appropriate for the context.
  • Interaction between tourists and local people.
  • In typical/traditional settings, reinforce “Norwegianness” by featuring local people.
  • Show coastal cities, towns and villages, including their cultural attractions.
  • Highlight accessibility, e.g. by showing roads, cars or other signs of infrastructure that makes sites accessible.
  • Show all seasons to highlight great variation and unique experiences all year round.
  • Lots and lots of seafood and other specialities in natural and social settings.