Life in Full Contrast

A region of trolls and hip hop, of rain and ice cream, of fishermen and coders, of cliff faces and dance floors, of boardrooms, bedrooms, Vikings and shoppers. A region increasingly profiled in The New York Times, BBC, The Guardian, Kinfolk and Condé Nast, to name a few of the international media brands enchanted by it.

(Work developed under ANTI Bergen & ANTI Trondheim)

An organisation representing more than 400 travel and hospitality businesses. Its activities range from the Bergen Convention Bureau, which brings delegates from around the world to events on Norway’s west coast, to the tourist information centre in Bergen and the promotion of the region at home and abroad through media relations, travel and hospitality forums and international marketing.

Annual visitor numbers are now four times the population of the region, with 1.2 million arriving by boat alone each year. Bergen’s rebrand is therefore less about attracting more international tourists and more about celebrating those already here, enriching their experience and strengthening community life.

Whatever the purpose, be it extreme sport, a new perspective for business leaders, a gastronomic adventure, a family holiday, a weekend of R&R or culture, there is one Bergen and one personality. A consistent core expression, locally and internationally, showing the range of members and partners across sizes, sectors and markets through dynamic content and channels.

Such an iconic city and region naturally carries many clichés and tired symbols. The new profile challenges the familiar with the surprisingly unfamiliar, giving Bergen new energy and celebrating the breadth of experiences the region has to offer.

The focus was to move away from the position as “Gateway to the Fjords” and anchor the brand in the quality of life the region offers: no longer a gateway, but a destination.

A destination with “Life in Full Contrast”. A celebration of cultural and natural diversity at its extremes, from urban street life to mountaintops, classical to contemporary, fast and slow. A personality that celebrates contrast in scale, size, volume and emotion.

In practice, the identity works as a quality mark for member brands, as the organisational identity of Visit Bergen and as a campaign platform. There is no logo in the traditional sense, but a custom typeface made to tell the stories of the region. A voice shouting from the mountaintops, whispering in the wind and singing in the crowd.

Tone of voice is a critical component of the brand. Clear and expressive, playful yet direct: a personality full of self-confidence, yet welcoming. A region that is open and full of energy, proud of its contrasts in an inviting way. Copy combined with imagery and film is the simple yet effective medium through which the brand grabs attention and carries its story.

A symbol is found in the negative space of the bespoke typeface, a graphic accent in the design dialect of the region. The form can stand alone or be used as pattern and shape in different frequencies to express the contrasts of the region: urban and nature, calm and high energy.

The new profile of the Bergen region enters the world in many forms: as an organisational brand, campaign, rap lyrics and music video, merchandise and live experiences.