Our brand typography is our voice personified. We are clear, direct and to the point

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

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 italic mid sentence to create a visual impact.

For our identity, we utilise three variants of Arizona

• Light
• Light Italic
• Regular

Our secondary typeface, Diatype

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