State Marketing - Be Legendary Brand

North Dakota Be Legendary

Our state agencies work diligently to make life better for the people who live here, work here or visit. We want anyone interacting with our state government to know they are interacting with the people of North Dakota.  We also want to take every possible opportunity to improve the awareness and image of our state. The marketing team at Commerce/Tourism has expanded its role to help create tools to assist agencies in connecting their work and missions to the state brand.

The North Dakota Legendary brand, developed to attract visitors, has been the primary brand for marketing the state for more than 15 years and has become our most recognizable promotional tool. The opportunity to build on that success resulted in a brand refresh to evolve and unify the brand across state agencies. By making the motto active, our brand promise becomes more expansive.  Be Legendary is a promising and inspirational call to action for visitors, businesses and our people. 

By working as one we can better attract visitors, retain our neighbors and recruit new workers and their families to North Dakota - all while improving our citizens' experience in working with us.

Brand Promise: The Be Legendary brand celebrates the land, the legends, the adventurous spirit, the vibrant communities, the scenic places and the genuine people of North Dakota. North Dakota is a place where you can achieve your American Dream!

Research guided our initial brand, recognizing and celebrating the uniqueness found in North Dakota’s stories and legends. These chapters of our state's history reveal a diverse tale from the first people who lived off the land, to adventurous explorers who studied it, to the immigrant settlers who persevered and built a life here. 

Every year, visitors, job seekers, and new citizens come to our state and discover what North Dakotans have always known — that this is a place to make a great life and a big difference. North Dakota is a state where you can BE LEGENDARY.

OUR LOOK - BRAND ARCHITECTURE FOR STATE AGENCIES AND PARTNERS

To reinforce the brand across all communications and interactions, state agencies will identify within the North Dakota Be Legendary brand architecture, as well. These logos include the stacked logo with a vertical bar and department name to the right. Note that with this update we have dropped “Department of” in the logo. Black, reverse and harvest orange versions are available. Some examples follow.  

North Dakota Be Legendary
North Dakota Be Legendary

Legendary Brand Guidelines

ND Icon

The ND Icon is a visual representation of North Dakota’s spirit, expansive skies, rich earth, and boundless potential. It communicates optimism, natural beauty, and a new era for the state. This icon is not a replacement for our “Be Legendary” brand, but a vivid and versatile companion, a symbol that captures the feeling of what it means to live, work, and thrive in North Dakota. 

Together, they give us a fun way to build brand identity with a modern visual system that’s built for how people connect with brands today - bold, adaptable, and uniquely North Dakota. 

Where “Be Legendary” is the call to adventure, the ND Icon is the feeling you carry home.

ND Icon Guidelines

LOGO PERMISSION REQUEST FORM

The State of North Dakota encourages organizations and state agencies that have a role in promoting North Dakota to use the North Dakota Be Legendary logo and the North Dakota icon.  Please fill out the request form and the logo can be sent to you.  If you are a state agency requesting your specific agency logo lockup, please note that on the request.

Request Form

If you have questions or have a unique situation where the Be Legendary tagline doesn’t work, contact marketingnd@nd.gov for guidance.

Links and Resources