Our primary logo

Our logo

The logo should be clearly visible on all surfaces where Up Norway is communicating. Through  consistent use, the logo becomes a representation of our organisation and the service we provide. 

: The Northern Star, traditionally used as a navigational tool for knowing where North is. And in a global context, this is in many ways what we do — we turn peoples attention to the Northern Hemisphere and Norway. 

is one of our greatest brand assets and becomes an essential part of the logo. It is set in ABC Diatype, which is one of two typefaces we use. 

Primary logo

The logosymbol

The symbol

There might be use cases where we can not or should not use our full logo. In these cases we can use the Northern Star as a stand alone symbol. Given the simplistic expression of the star, it should be used sparingly as a stand-alone symbol, and preferably only in contexts where the Up Norway name is clearly visible (ie. social media), or Up Norway is clearly the owner of the context (ie. UpTur, printed documents).

Logosymbol

The Logotype

Logotype

The stand alone logotype should not be used unless specific requirements for a non-symbol logo is given on any surfaces not owned by Up Norway. However, as the logotype is typeset in our brand typeface Diatype, we have the ability to consistently build recognition in regular text. 

Notice how the capital R in UP NORWAY is slightly different in the logotype than it is in our regular running text. This is done by applying 

Remember to always use logotype file and not just writing it out, so that we remain consistent. 

Minimum sizes & clearspace

Preferred Clearspace

Minimum Clearspace

Logos for our sister- and sub brands

Sub brands

UpTur

Up Nordics

Up Scandinavia

Sub Brands

The logo

Impact, our design concept

The Design Concept

 as our design concept, we think further than just the environmental aspect of travelling. What we want to offer people, is a journey of a lifetime that leaves a lasting impact on their being. Whether it be because of the places we've taken them, the things that they've done or the people they've met — we want to create a positive impact. 

We can not talk about our journeys, without recognising all the amazing people that facilitate for them to be possible. Whether it be the first interaction with Trude the Travel Curator or Lindis from BesteBakken — they all help shape & form the journeys we provide.

We allow people to visit majestic places that they otherwise might not have gotten the chance to, and we should remind ourselves of the ambition that all places should meet. They should make a positive impact on our guests, but our guests should always make a positive impact on these places as well. We have a responsibility to ensure that these places thrive under the added activity that we cause. 

Given the current state of society and our planet, we must acknowledge the responsibility we have to minimize our footprint on the places we invite people into. We must always act responsibly when making decisions on behalf of our clients. Our design concept is a constant reminder that all our actions, impact the planet. 

Our Brand Story

Brand Story

We curate meaningful experiences by mindfully matching discerning travelers with our remarkable local partners. Our recipe is simple but profound: passionate travel insiders guiding you from dream to reality, through our personalised digital tools. This has allowed us to cultivate the idea of ​​independent travel, and made us Norway's number one travel curator.

Our local expertise and sustainable approach provides a journey like no other. An escape from everyday life. We want to expose you to our stunning nature, put you in touch with our countrymen, serve up our local cuisine, and show off our vibrant culture. We want to tell the story of what has shaped our successful, happy society based on trust and equality.

We use technology to enhance our personalised service, not replace it. Our digital enquiry helps us envisage your dream experience. Adding the insight and expertise of our inside curators we customise the journey to your specific needs and unravel hidden gems that will exceed your expectations.

Your full journey will be available in our Digital Travel Guide, with maps specifically tailored for your experience, every phone number you may need, and the entire detailed itinerary. All in the palm of your hand. And if you need us on the way we are only a chat or phone call away, warmly available 24/7!

The Impact Concept

Our primary palette

Primary colors

Norway is known for its strong variation in season, and the colors that come with them. Our primary color palette is inspired by the way colors impact our surroundings. 

Considering how we want our journeys to have the strongest visual impact with their images and colors, the primary identity colors for Up Norway are black and white. Our logo should always be presented in one of the two.

Colored by the Seasons

Seasonal palette

Scandinavia and Norway in particular changes tremendously throughout the season, and this reflects our offering. When presenting journeys, and tailoring journeys for specific seasons, we can use the seasonal palette as background colors for social media material, printed itineraries and communication with the client. 

Natural Backdrops 

Backdrops

As an extension of our seasonal palette, we've developed a range of slightly brighter colors that mainly function as background colors and should be used for sectioning specific content. 

Colored by the Experience

Journey Palettes

The primary source of colors for our visual identity comes from the journeys themselves. We want our travellers to become fully immersed in the visual impact of the journey, and thus the main imagery we select for a journey defines the color scheme. 

See a few examples below, or try out the generator if you need to create a palette for a journey. 

Upload an image from a journey, and the generator will extract the provided color palette so you can preview what a journey would look like. 

Generate Journey Palette

Our colors

Our Tone of Voice

1. We curate our content to inspire travellers to travel.

For every text we produce, we are conscious of its main purpose (to inspire, to convert, to inform).

We assess what is the converting message in the respective text, and give it a prominent place (headings/index/far ahead in the text).

We make sure that the call(s) to action is related to the text’s main purpose.

Longer texts have structure; clear headlines to give direction, paragraphs to give an overview. Each section has a main point.

The sections are MECE (Mutually Exclusive Collectively Exhaustive).

2. We are clear so travellers can dream big.

3. We are personal so travellers feel valued.

We use personal pronouns. We avoid paraphrases with nouns.

We dear to directly address the reader’s potential skepticism.

We intentionally add personal touches (in web text and proposals) to make it all feel real and custom.

We are non-bureaucratic. Our voice is active, using subject, verb, and object.

4. We adjust the language according to travellers' mode.

We balance emotional impact with rational info according to channel/medium and stage in the customer journey

Website content and proposals are inspirational but focused, selling one dream at a time (want-based).

Agendas and travel info are concise, to-the-point, and more pragmatic, (need-based), but with select personal touches.

On social media we are relevant. We make sure to get personal. We are easygoing, playful, and non-edited.

We use everyday spoken language to express knowledge (in accordance with the target group)

Norwegian text is a bit more moderate than English, without losing our light personal tone.

Norwegian text is adapted to oral Norwegian, not a translation of English lingo.

When we use buzzwords, we use them intentionally, making sure to be up to date and inside target group lingo (if insecure, we stick to plain language).

5. We add perspective to widen travellers’ views.

To describe our travels, one must use adjectives. However, we balance the number of adjectives per sentence. By limiting the use of superlatives, they have an impact when we do use them.

We show don't tell. What we write is accompanied by imagery. The elements support each other. We don’t write what you see, we elevate it. We use metaphors carefully to enrich the language.

Key Word Dictionary

As a general rule, we use Bokmål in Norwegian texts, and British English in English texts. To remind ourselves to be consistent in the British spelling of certain words that are at the heart of our business, we have created the list below. Making sure we use ...

traveller not traveler
xxx not xxx (for Up to fill in)
xxx not xxx (for Up to fill in)
xxx not xxx (for Up to fill in)
xxx not xxx (for Up to fill in)

Principles for Plain Language

Plain language is clear, concise, organized, and appropriate for the intended audience. 

State your major point(s) first before going into details.

Limit each paragraph to one idea and keep it short.

Write in active voice. Use the passive voice only in rare cases.

Use everyday words. If you must use technical terms, explain them on the first reference.

Keep the subject and verb close together.

Use headings, lists, and tables to make reading easier.

Proofread your work, and have a colleague proof it as well.

(Source: 

Plain Language for the Web

Writing for the Web

Visitors to our website are often in a hurry to find information. They may scan a page as they look for quick answers to their questions.

Use short paragraphs, even shorter than on paper.

Use short lists and bullets to organize information.

Use even more headings with less under each heading.

Use white space liberally, so pages are easy to scan.

Use the same words a reader would use in a Web search, especially in the titles.

Each page should stand on its own. (Don’t assume your readers know the background on a topic or have read related pages on your site)

Never use "click here" as a link. Link language should describe what your reader will get if they click the link.

(Source: 

Tone of Voice

Image Style

Image style


Our image style is natural with just slight grading of the photo. Following are some general guidelines for the best possible outcome:


Slight color grading to get coherent look

Should seem like snapshots of genuine situations

The People That Make an Impact

People

Focus on authentic people in authentic situations. Avoid “picture perfect” — allow people to imagine themselves in the situation. Close ups give a feeling of genuine emotion, and snapshots can create the authentic feel that we want.

Experiences That Impact Us

Experiences

For this category, the images should preferably be experienced as genuine and authentic, not staged. It should have a documentary feel with a human touch – we would want to convey how the experience would impact the traveler by focusing on the reaction and interaction between people. Try to avoid cliches!

The Places that Make an Impact

Places

Images of places should focus on the impactful scenes that Norwegian nature can offer. By including small people in big nature, the concept of Impact is reinforced. 

Grading

When grading the images, we want to keep the look as natural as possible while reinforcing the beautful colors of the scenery.

Slight color grading to get a coherent look

Photography

At the stroke of a brush visitors are presented with Up Norway’s universe in a vivid and playful manner, with the intention of adding a human touch to each step of the user journey.

The illustrations are divided in three categories: 

5 illustrations that explains each step in ‘How to travel with Up Norway’

4 Illustrations depicting different seasonal settings

2 illustrations regarding sustainable travel


How it works

Seasonal settings

Illustrations

Typography sits at the very core of the Up Norway visual identity. In saying that, we rely heavily on typography to both convey our message, but also in creating recognisability in a cluttered, digital every-day.

We speak with two distinct visual voices. One for being informative and formal, and one for being emotional and impactful. 

Both our typeface, Diatype and Arizona, are designed by Swiss Type Foundry Dinamo. 

Our primary typeface, Arizona

Primary typeface

Arizona Serif is a high contrast, pointy serif with a modern-meets-Renaissance freshness. It is our primary typeface for whenever we talk directly about our journeys or our tailoring service. In separating the use of these typefaces, our travellers and visitors are able to easily distinguish information types. 

For extra emphasis on the characteristics of a journey, we use 

 mid sentence to create a visual impact. 

For our identity, we utilise three variants of Arizona

Our secondary typeface, Diatype

Secondary typeface

Diatype is a warm yet sharp grotesque, ideal for text and reading on screen. It is our preferred typeface for informational texts, less reliant on emotion. 

For running text we use Diatype Regular, whereas for headlines, both large and in running copy, we use Diatype Medium. 

Up Norway have acquired some licences for desktop and the necessary licenses for web use. If you have questions regarding the licensing, or need to obtain the typefaces – contact kristian.haanes@upnorway.com 