Visit Hardangerfjord markets the entire Hardanger region. They wanted to renew the strategy and visual profile with the ambition that a common brand would help bring the region together, enabling them to continue promoting and strengthening the region as a year-round destination. Visit Hardangerfjord is well-established in marketing nature, tradition, and activities but had significant growth ambitions regarding the visibility of people and culture in the region. We chose to retain the traditional Hardanger rose but changed the brand name from 'Visit Hardangerfjord' to 'Hardanger.
Hardanger's new identity is built on a simple and authentic approach to communication. Both visually and verbally, details are kept to a minimum, and it is through the 'Hardinger' themselves that we encounter the essence of the region, with their unassuming and modest attitude. Hardanger is evidently beautiful. The identity allows scenic images to speak for themselves, the layout is designed on clean color surfaces, and the typography spans a wide range of contrasts. The color palette changes with the seasons to promote the region as a year-round destination. All elements are conceptually harmonized and linked to what makes Hardanger unique: the significant contrasts, the composition of local businesses, and the characteristic 'Hardingers' who proudly aim to pass on their traditions and values to future generations. The Hardanger rose is redesigned and allowed to coexist freely with its surroundings. It is used where it works best and serves as the link to the entire region.
