Visit Nuuk

📋 1 Guidelines

🔗 Connections

Sector

Tourism

Region

Denmark

Guideline Year

2025

Language

English

Tags

City Featured Tourism Regional

Official Websites

Brand Guidelines

2025

Brand Summary

Mission
  • We are telling real stories about real people, focusing on encouraging and ongoing sense of development and progression, that inspires and invites to innovation, cultural initiatives and entrepreneurship based upon, and in symbiosis with, our spectacular nature, history and traditions [^1].
Core Values
  • Regenerative sustainability
  • Open-minded and honest
  • Arctic life quality
  • Warm and welcoming
  • Freedom
  • Proud and happy
  • Togetherness
  • Appreciative
  • Experienced
Target Audience
  • Our target audiences consist mainly of residents, new or home-moving settlers, and guests. We also aim to attract Greenlanders abroad and segment guests according to adventure profiles: ultimate adventurers, immersive adventurers, and soft adventurers [^2].
Personality Traits
  • Respectful
  • Real
  • Open
  • Quirky
  • Proud
Visual Identity Overview
  • The visual identity consists of the logo, pictograms, imagery, colors, typography, and communicative ingredients. It is based on proximity to spectacular arctic nature, outdoor wilderness, cultural heritage, authenticity, sustainability, quality of life, togetherness, welcoming, and happiness. The primary color is red, with secondary and complementary colors specified. The logo is a wordmark, and the typefaces used are Euclid Flex and Roboto. Imagery is documentary, creative, and playful, capturing real moments and diverse perspectives [^3].

Categories

Brand Voice
  • Our brand communication guide provides guidelines to be used in our communication. It is based upon our brand platform, and it describes how we want to express Visit Nuuk in written text and visual language. It helps us create a good and efficient communication, and at the same time ensure it is closely connected to our brand.
  • The voice of our destination, is the sum of all voices our audience listen to when interacting with Nuuk. The ’tone of voice’ we choose to follow, is the one that will affect how we are perceived, but it also reflects on who we are.
  • We always focus on the collective expression from all our communication, and that the essence from it all aligns with how we want Nuuk to be described.
  • To start with - It is not just about what we say, it is the way we say it.
  • The tone of voice is how the character of our destination comes through in our communication. It is about the impression we make on everyone in our audience. Through images and through words, both written and spoken.
  • In this section we are trying to set the tone of voice, based upon our brand platform, translated into guidelines for text and visual communication.
  • Our ambition is that the soul and the personality of Nuuk should shine through, and that our brand should have a consistent and a distinctive tone of voice, making it recognizable and memorable.
  • When putting together text and photos from, and of, our destination we aim, at all times, to communicate from our heart.
  • Our ambition is to communicate, and transmit, a feeling. A taste from the soul of our community.
  • We are not afraid to be personal, but we encourage it. Our imagery is based on photos from the reality, taken in the moment. They are not staged or polished, but have a sense of a documentary aura.
  • What we communicate, and the speciCc tone of voice, depends on the context. We use diBerent levels of communication tones, delineating to diBerent objectives, either it is to mainly inform, or engage or bring attention.
  • The following words summarize in general our tone of voice: ### RESPECTFUL We are respectful, both towards our target audience, our society depicted, and our nature that surrounds us. ### REAL No one is better at telling the story of a destination than the people who live and breathe it. That’s why we tell stories with local voices and perspectives. We present a great diversity of stories, from cultural portraits to tales of traditional hunting. ### OPEN We are communicating a diverse and open community where people have the opportunity to fulCll their dreams. ### QUIRKY We are not afraid of being seen as diBerent, and we welcome fun and alternative twist to our communication. ### PROUD We are proud of who we are and where we come from, and an important part of our communication is showing that to both locals and our guests.
  • Our strategy when communicating Nuuk is to start on site – at home. We provide a platform where locals feel heard and seen, and where tourists can learn about and be inspired by Nuuk as a destination. We create content that locals can relate to while oBering valuable insights to guests. Our communication is not only about marketing Nuuk to the outside world, but it is also in fact about our common voice. We need to get our communication accepted and supported by our stakeholders. Not only guests, but putting ourselves Crst.
  • Great storytelling drives Visit Nuuk’s communication. Everyone responds to a good story, and in our marketing of Nuuk, we give our audience access to the city’s many exciting, unique, and unexpected narratives.
  • As our tone of voice describes, we want to emphasize on our unique local qualities and authenticity, from diBerent perspectives, that make our destination interesting and alive, and communicate our diversity.
  • We tell true and genuine stories. The stories can be based in everything from what Nuuk has to oBer not only from a tourist perspective, but also in connection to everyday life of people who live and work in and around Nuuk.
  • Most often the stories we want to tell are connected to people. A key word is passion. We aim to Cnd exciting stories to tell. We communicate what we have, and what exists. We provide stories from all seasons and from diBerent perspectives.
Brand Imagery
  • Visit Nuuk’s photography captures reality as it unfolds in front of us. The images are atmospheric and personal, showcasing the city and its surroundings in a beautiful and authentic way. They range from closeup shots of people at events to stunning landscape photography, always taken with respect for the subjects.
  • Photographs are taken without interference from the photographer (except for portraits, which are directed). For events and city scenes, it is essential that the photographer moves physically closer rather than relying on camera zoom. This approach enhances the sense of intimacy (often shot with a 28-70mm lens).
  • Visit Nuuk’s visual style embraces creativity and playfulness.
  • Our imagery is based on photos from the reality, taken in the moment. They are not staged or polished, but have a sense of a documentary aura.
  • At Visit Nuuk, authenticity is at the core of everything we do. All our images are true reflections of the real-life experiences and stories that Nuuk offers. We firmly believe in transparency and integrity, which is why we never use artificial intelligence (Al) to create or alter our visual communication.
  • Our images are documentary in nature. They capture the genuine beauty, culture, and atmosphere of Nuuk as they truly exist. By avoiding Al generated imagery, we ensure that the stories we tell and the visuals we share remain deeply rooted in reality.
  • This policy reinforces our commitment to trust and credibility. When you see an image from Visit Nuuk, you can be confi­dent that it represents the real Nuuk untouched by artificial creation.
Color Palette
  • Our primary color, the signal color, for our brand is red.
  • Always control the red color to be sure the speciCc hue is achieved in print and on screen.
  • Besides our primary color, we have a set of secondary colors that can be used for graphic content, charts, texts and more, It is also allowed to tint the colors to lighter versions of the base color.
  • The complementary colors can also be used when needed, That could be the case when more colors are required for example in diagrams, statistics and data charts. That could be the case for example in our annual reports.
  • The choice of color can also depend on speciCc context, color combinations, contrast, legibility, symbolic meaning or other communicative reasons. In those cases, please get approval from Visit Nuuk, before implementing.
  • Primary Color Logo color Pantone 185 CMYK 0, 94, 78, 0 RGB 224, 0, 52 HTML #E00034
  • Pantone 169 CMYK 0, 31, 25, 0 RGB 255, 183, 174 HTML #FFB7AE Pantone 184 CMYK 0, 73, 32, 0 RGB 244, 88, 122 HTML #F4587A Pantone 187 CMYK 8, 100, 79, 28 RGB 167, 25, 48 HTML #A71930 Pantone 1205 CMYK 0, 3, 43, 0 RGB 248, 228, 152 HTML #F8E498 Pantone 1215 CMYK 0, 6, 53, 0 RGB 250, 221, 128 HTML #FADD80 Pantone 1225 CMYK 0, 19, 79, 0 RGB 255, 203, 79 HTML #FFCB4F Pantone 1235 CMYK 0, 36, 98, 0 RGB 255, 182, 18 HTML #FFB612
  • Pantone 630 CMYK 48, 0, 10, 0 RGB 133, 205, 219 HTML #85CDDB
  • Pantone 631 CMYK 74, 0, 13, 0 RGB 60, 182, 206 HTML #3CB6CE
  • Pantone 633 CMYK 98, 6, 10, 28 RGB 0, 126, 163 HTML #007EA3
  • Pantone 552 CMYK 24, 3, 7, 2 RGB 190, 214, 219 HTML #BED6DB
  • Pantone 5503 CMYK 40, 2, 14, 9 RGB 153, 191, 194 HTML #99BFC2
  • Pantone 5483 CMYK 65, 11, 25, 27 RGB 88, 145, 153 HTML #589199
  • Pantone 5473 CMYK 86, 20, 32, 53 RGB 21, 101, 112 HTML #156570
  • Pantone Cool Grey 1 CMYK 4, 2, 4, 8 RGB 224, 225, 221 HTML #E0E1DD
  • Pantone Cool Grey 11 CMYK 44, 34, 22, 78 RGB 77, 79, 83 HTML #4D4F53
  • Pantone Black 6 CMYK 0, 0, 0, 100 RGB 0, 0, 0 HTML #000000
  • Pantone 580 CMYK 20, 0, 34, 0 RGB 204, 219, 174 HTML #CCDBAE
  • Pantone 578 CMYK 31, 0 48, 1 RGB 184, 207, 149 HTML #B8CF95
  • Pantone 577 CMYK 40, 2, 58, 0 RGB 171, 199, 133 HTML #ABC785
  • Pantone 576 CMYK 59, 5, 94, 26 RGB 105, 146, 58 HTML #69923A
Typography
  • Our primary font, Euclid Flex, is a geometric typeface by Swiss Typefaces. It is functional, and has a modern twist, that goes very well together with our logo.
  • Euclid Dex should be used mainly for headings, and in shorter messages in advertising. The typeface comes in many weights and variations.
  • For complementary messages in advertising and in body text, we use Roboto. For longer texts, in printed material, we mainly go with Roboto Serif for better legibility. For digital body texts we use Roboto sanserif version.
  • The font to be used when writing our web address as addition to our logo is Euclid Flex Medium.
Logo Usage
  • Our logotype is our name. It is a wordmark based on the letters in ‘Nuuk’.
  • The font used in our logotype is designed exclusively for our destination. It is inspired from the graphic appearance of the letters themselves, on the arctic nature, on the outdoors and on old traditional expressions of our place brand with a modern twist.
  • Our logo has been crafted to be well balanced and visible from small to large sizes. It should work in many contexts. In marketing, on the business card and onsite applications as sign posts, information and other branded content.
  • As of mid 2025, we added the word “Visit” to our logo, which was previously only “Nuuk”.
  • The red colored version of our logo is the main version. This should be used at all times when it is applicable and legible.
  • When the conditions for using the red colored version are limited, or when it looks better, the white version should be used.
  • The black version is only to be used as an exception, for example in black and white printing or where monochrome is being requested.
  • No other colorversions than described herein are allowed.
  • Our logo must always be reproduced consistently and accurately to maintain the integrity and strength of the brand. Do not redraw, stretch, squeeze or distort the logo in anyway.
  • Primary version Red on white or light backgrounds
  • Secondary version White on various col­ored backgrounds
  • Monochrome Black on white or light backgrounds
  • To protect the visual integrity of the Nuuk logo, it must always be surrounded by a clearspace.
  • The clearspace around the logo ensures that the experience of Nuuk logo becomes consistent.
  • The clearspace shown here is an absolute minimum and must not be exceeded. The logo shall at least surrounded by a space corresponding to that indicated in the illustration, the height and width of the letter “V” in the Visit Nuuk logo.
  • When a associated text should be included belonging to the logo, it is ok put it inside the clearspace. Ensure good legibility, and balance the distance to surrounding gra-phis to make it look good.
  • Do not stack the logos to tight, but respect the clearspace.
  • Pantone 185 CMYK 0, 94, 78, 0 RGB 224, 0, 52 HTML #E00034
Tone And Messaging
  • Our brand communication guide provides guidelines to be used in our communication. It is based upon our brand platform, and it describes how we want to express Visit Nuuk in written text and visual language. It helps us create a good and efficient communication, and at the same time ensure it is closely connected to our brand.
  • The voice of our destination, is the sum of all voices our audience listen to when interacting with Nuuk. The ’tone of voice’ we choose to follow, is the one that will affect how we are perceived, but it also reflects on who we are.
  • We always focus on the collective expression from all our communication, and that the essence from it all aligns with how we want Nuuk to be described.
  • To start with - It is not just about what we say, it is the way we say it.
  • The tone of voice is how the character of our destination comes through in our communication. It is about the impression we make on everyone in our audience. Through images and through words, both written and spoken.
  • Our ambition is that the soul and the personality of Nuuk should shine through, and that our brand should have a consistent and a distinctive tone of voice, making it recognizable and memorable.
  • When putting together text and photos from, and of, our destination we aim, at all times, to communicate from our heart.
  • Our ambition is to communicate, and transmit, a feeling. A taste from the soul of our community.
  • We are not afraid to be personal, but we encourage it. Our imagery is based on photos from the reality, taken in the moment. They are not staged or polished, but have a sense of a documentary aura.
  • What we communicate, and the speciCc tone of voice, depends on the context. We use diBerent levels of communication tones, delineating to diBerent objectives, either it is to mainly inform, or engage or bring attention.
  • The following words summarize in general our tone of voice: RESPECTFUL We are respectful, both towards our target audience, our society depicted, and our nature that surrounds us. REAL No one is better at telling the story of a destination than the people who live and breathe it. That’s why we tell stories with local voices and perspectives. We present a great diversity of stories, from cultural portraits to tales of traditional hunting. OPEN We are communicating a diverse and open community where people have the opportunity to fulCll their dreams. QUIRKY We are not afraid of being seen as diBerent, and we welcome fun and alternative twist to our communication. PROUD We are proud of who we are and where we come from, and an important part of our communication is showing that to both locals and our guests.
  • Our strategy when communicating Nuuk is to start on site – at home. We provide a platform where locals feel heard and seen, and where tourists can learn about and be inspired by Nuuk as a destination. We create content that locals can relate to while oBering valuable insights to guests. Our communication is not only about marketing Nuuk to the outside world, but it is also in fact about our common voice. We need to get our communication accepted and supported by our stakeholders. Not only guests, but putting ourselves Crst.
  • Great storytelling drives Visit Nuuk’s communication. Everyone responds to a good story, and in our marketing of Nuuk, we give our audience access to the city’s many exciting, unique, and unexpected narratives.
  • As our tone of voice describes, we want to emphasize on our unique local qualities and authenticity, from diBerent perspectives, that make our destination interesting and alive, and communicate our diversity.
  • We tell true and genuine stories. The stories can be based in everything from what Nuuk has to oBer not only from a tourist perspective, but also in connection to everyday life of people who live and work in and around Nuuk.
  • Most often the stories we want to tell are connected to people. A key word is passion. We aim to Cnd exciting stories to tell. We communicate what we have, and what exists. We provide stories from all seasons and from diBerent perspectives.
  • How we communicate depends on the context. We use basically three diBerent levels of communication, delineating to diBerent objectives. ATTEND: Our signature voice intends to create attention, and make the communication concept memorable. This level of communication is often used in marketing and advertises. It includes an edge to the communication concept that makes it cut through the clutter, and relates to the receiver. Never describe in text what you see on the image, but focus on thoughtful and smart connections combined to the visual message, communicative contrasts or other approaches. ENGAGE: The second communication level intends to engage the reader. It may be an editorial copy that includes imaginative phrasings, bringing understanding of the experience communicated. The aim is to place the reader in the experience, and feel the passion. The ambition is to inspire the receiver to read further. A marketing copy on this level invites to take action. INFORM: This level is more speciCc to the content. It intends to bring clarity and information. It may be to provide contact information, or practical information that the reader needs. A marketing copy on this level directs the reader on how to take action. Even if the text is more based on information, the tone of voice is still important. We still have the opportunity to inDuence the text to be perceived in diBerent ways.
Brand Values
  • What we feel, and what is most important to us. What our brand should stand for over time. Values that set us apart from other destinations.
  • Regenerative sustainability
  • Open-minded and honest
  • Arctic life quality Warm and welcoming Freedom Proud and happy Togetherness Appreciative Experienced
Visual Style
  • Our visual identity consists of our logo, pictograms, imagery, colors, typography and further communicative ingredients. It is based upon our destination brand platform, representing our core values, personality and story.
  • Proximity to spectacular arctic nature, outdoor, wilderness, cultural heritage, authenticity, sustainability, quality of life, togetherness, welcoming and happiness are some of the lead words our visual identity aim to transmit.
  • When developing our visual identity for Nuuk, we have focused on building up a system for eBective and recognizable communication.
  • In the following pages you will get our graphic elements presented together with instructions and recommodations for how tho use them. This includes guidelines for the use of our logotype, graphic symbols, typography, colors and and more.
  • Our logotype is our name. It is a wordmark based on the letters in ‘Nuuk’.
  • The font used in our logotype is designed exclusively for our destination. It is inspired from the graphic appearance of the letters themselves, on the arctic nature, on the outdoors and on old traditional expressions of our place brand with a modern twist.
  • Our logo has been crafted to be well balanced and visible from small to large sizes. It should work in many contexts. In marketing, on the business card and onsite applications as sign posts, information and other branded content.
  • As of mid 2025, we added the word “Visit” to our logo, which was previously only “Nuuk”.
  • The red colored version of our logo is the main version. This should be used at all times when it is applicable and legible.
  • When the conditions for using the red colored version are limited, or when it looks better, the white version should be used.
  • The black version is only to be used as an exception, for example in black and white printing or where monochrome is being requested.
  • No other colorversions than described herein are allowed.
  • Our logo must always be reproduced consistently and accurately to maintain the integrity and strength of the brand. Do not redraw, stretch, squeeze or distort the logo in anyway.
  • Primary version Red on white or light backgrounds
  • Secondary version White on various col­ored backgrounds
  • Monochrome Black on white or light backgrounds
  • To protect the visual integrity of the Nuuk logo, it must always be surrounded by a clearspace.
  • The clearspace around the logo ensures that the experience of Nuuk logo becomes consistent.
  • The clearspace shown here is an absolute minimum and must not be exceeded. The logo shall at least surrounded by a space corresponding to that indicated in the illustration, the height and width of the letter “V” in the Visit Nuuk logo.
  • When a associated text should be included belonging to the logo, it is ok put it inside the clearspace. Ensure good legibility, and balance the distance to surrounding gra-phis to make it look good.
  • Do not stack the logos to tight, but respect the clearspace.
  • In addition to our logo, our web address visitnuuk.com is being used as a graphic element. Sometimes separated from the logo, and sometimes as a unit.
  • The font to be used when writing our web address as addition to our logo is Euclid Flex Medium. Our logo is also available as a graphic Cle where our web address is included.
  • Our primary color, the signal color, for our brand is red.
  • Always control the red color to be sure the speciCc hue is achieved in print and on screen.
  • Besides our primary color, we have a set of secondary colors that can be used for graphic content, charts, texts and more, It is also allowed to tint the colors to lighter versions of the base color.
  • The complementary colors can also be used when needed, That could be the case when more colors are required for example in diagrams, statistics and data charts. That could be the case for example in our annual reports.
  • The choice of color can also depend on speciCc context, color combinations, contrast, legibility, symbolic meaning or other communicative reasons. In those cases, please get approval from Visit Nuuk, before implementing.
  • Pantone 185 CMYK 0, 94, 78, 0 RGB 224, 0, 52 HTML #E00034
  • Pantone 169 CMYK 0, 31, 25, 0 RGB 255, 183, 174 HTML #FFB7AE Pantone 184 CMYK 0, 73, 32, 0 RGB 244, 88, 122 HTML #F4587A Pantone 187 CMYK 8, 100, 79, 28 RGB 167, 25, 48 HTML #A71930 Pantone 1205 CMYK 0, 3, 43, 0 RGB 248, 228, 152 HTML #F8E498 Pantone 1215 CMYK 0, 6, 53, 0 RGB 250, 221, 128 HTML #FADD80 Pantone 1225 CMYK 0, 19, 79, 0 RGB 255, 203, 79 HTML #FFCB4F Pantone 1235 CMYK 0, 36, 98, 0 RGB 255, 182, 18 HTML #FFB612
  • Pantone 630 CMYK 48, 0, 10, 0 RGB 133, 205, 219 HTML #85CDDB
  • Pantone 631 CMYK 74, 0, 13, 0 RGB 60, 182, 206 HTML #3CB6CE
  • Pantone 633 CMYK 98, 6, 10, 28 RGB 0, 126, 163 HTML #007EA3
  • Pantone 552 CMYK 24, 3, 7, 2 RGB 190, 214, 219 HTML #BED6DB
  • Pantone 5503 CMYK 40, 2, 14, 9 RGB 153, 191, 194 HTML #99BFC2
  • Pantone 5483 CMYK 65, 11, 25, 27 RGB 88, 145, 153 HTML #589199
  • Pantone 5473 CMYK 86, 20, 32, 53 RGB 21, 101, 112 HTML #156570
  • Pantone Cool Grey 1 CMYK 4, 2, 4, 8 RGB 224, 225, 221 HTML #E0E1DD
  • Pantone Cool Grey 11 CMYK 44, 34, 22, 78 RGB 77, 79, 83 HTML #4D4F53
  • Pantone Black 6 CMYK 0, 0, 0, 100 RGB 0, 0, 0 HTML #000000
  • Pantone 580 CMYK 20, 0, 34, 0 RGB 204, 219, 174 HTML #CCDBAE
  • Pantone 578 CMYK 31, 0 48, 1 RGB 184, 207, 149 HTML #B8CF95
  • Pantone 577 CMYK 40, 2, 58, 0 RGB 171, 199, 133 HTML #ABC785
  • Pantone 576 CMYK 59, 5, 94, 26 RGB 105, 146, 58 HTML #69923A
  • Our primary font, Euclid Flex, is a geometric typeface by Swiss Typefaces. It is functional, and has a modern twist, that goes very well together with our logo.
  • Euclid Dex should be used mainly for headings, and in shorter messages in advertising. The typeface comes in many weights and variations.
  • For complementary messages in advertising and in body text, we use Roboto. For longer texts, in printed material, we mainly go with Roboto Serif for better legibility. For digital body texts we use Roboto sanserif version.
  • Visit Nuuk’s photography captures reality as it unfolds in front of us. The images are atmospheric and personal, showcasing the city and its surroundings in a beautiful and authentic way. They range from closeup shots of people at events to stunning landscape photography, always taken with respect for the subjects.
  • Photographs are taken without interference from the photographer (except for portraits, which are directed). For events and city scenes, it is essential that the photographer moves physically closer rather than relying on camera zoom. This approach enhances the sense of intimacy (often shot with a 28-70mm lens).
  • Visit Nuuk’s visual style embraces creativity and playfulness.
  • Visit Nuuk’s visual style embraces creativity and playfulness, and these portraits are a great example. They experiment with distance, expression, movement, and atmosphere-always with the story in mind.
  • Visit Nuuk captures and showcases the events happening around the city. These examples highlight how the photographer is present at eye level, preserving and conveying the atmosphere of the day. The images are dynamic and immersive, reflecting an active and vibrant city. After all, a great place to live is also a great place to visit.
  • At Visit Nuuk, authenticity is at the core of everything we do. All our images are true reflections of the real-life experiences and stories that Nuuk offers. We firmly believe in transparency and integrity, which is why we never use artificial intelligence (Al) to create or alter our visual communication.
  • Our images are documentary in nature. They capture the genuine beauty, culture, and atmosphere of Nuuk as they truly exist. By avoiding Al generated imagery, we ensure that the stories we tell and the visuals we share remain deeply rooted in reality.
  • This policy reinforces our commitment to trust and credibility. When you see an image from Visit Nuuk, you can be confi­dent that it represents the real Nuuk untouched by artificial creation. We want viewers to connect with our city authentically and to feel inspired to experience it firsthand.
Iconography
  • Derived from the graphic appearance of our logo we have also designed a set of pictograms.
  • Our pictograms are to be used mainly for informative purposes. Examples for areas of usage are on categories on our website, or when communicating what our destination has to oBer, in a brochure or similar cases.
  • The main purpose for the pictograms however, is to function as symbols on direction markers and sign posts. Generally, the legends have been designed based on international standards for pictograms, meaning they should be understandable by most people. At the same time, we have also picked up some speciCc shapes and symbols inspired from local culture and traditions.
  • Having our own set of pictograms help us to increase the presence and recognition of our visual identity.
Layout And Composition
  • To protect the visual integrity of the Nuuk logo, it must always be surrounded by a clearspace.
  • The clearspace around the logo ensures that the experience of Nuuk logo becomes consistent.
  • The clearspace shown here is an absolute minimum and must not be exceeded. The logo shall at least surrounded by a space corresponding to that indicated in the illustration, the height and width of the letter “V” in the Visit Nuuk logo.
  • When a associated text should be included belonging to the logo, it is ok put it inside the clearspace. Ensure good legibility, and balance the distance to surrounding gra-phis to make it look good.
  • Do not stack the logos to tight, but respect the clearspace.
Brand Platform
  • Make sure you read this first. This is the filter, the lens, that all our content should relate to. Evaluate every new creation made for our brand, and make sure it tunes along with our brand platform.
Implementation Examples
    1. Implementation examples Various examples on implementation of our brand, graphic content and communication. Aiming to inspire and provide ideas and proposals on how to put it all together.
Brand Story
  • Nuuk is unique. Not only because we are the northernmost capital on the globe. But also, because of our modern Arctic lifestyle rooted in the wild and spectacular nature that sur­rounds us. And because of our traditions and unique stories connected to the nature. Our life condition goes hand in hand with the state of the environment, meaning sustainable lifestyle and regenerative development are essential focuses.
  • Our mindset must always be grounded in an ongoing sense of circularity. We need to care for our habitat, and our planet, to flourish and prosper along with us. As a population living on the top of the world, we have an utmost highlighted position, and a rare opportunity to inspire people globally by showcasing our daily life built upon an appealing symbiosis between nature and society.
  • Our brand story is based upon who we are. It is real rather than labelled. We believe in telling authentic, straightforward and honest stories about our destination. Stories that awake the curiosity of our potential guests. Stories that encourage a spirit within our community, inspiring us and pushing us towards progress.
  • We feel blessed living in a society where everything is pos­sible. The opportunities in Nuuk, and from the nature sur­rounding us, are endless. We are curious, different and quirky. We are a flourishing community where it is good to grow up and live, and where the adventure always awaits around the corner.
  • This is what we want to share. This is what we want our guests to become aware of, and respect, when we are welcoming them as temporary locals.
Brand Vision And Mission
  • Our vision Our guiding star! - What we strive for every day As the northernmost capital on the globe, we want to share our modern Arctic way of life, and make our guests curious into experiencing the endless opportunities we have to oFer, while joining our mission of a regenerative development of our region.
  • Our mission The activities conducted to reach our brand vision. We are telling real stories about real people, focusing on encouraging and ongoing sense of development and progression, that inspires and invites to innovation, cultural initiatives and entrepreneurship based upon, and in symbiosis with, our spectacular nature, history and traditions.
Brand Promises

  • Rational promises: What do we have that we can promise our audience? Existing content that we do not have to create ourselves. SpeciGc arguments and selling points. Spectacular nature and wilderness Unique authentic heritage and culture Everyday Arctic lifestyle Unique stories like no other place

  • Emotional promises: Connects to our values and gives power and energy to the brand. Promises for us to strive for, and that enables us to make decisions and choices. Contributes to diFerentiation and makes us less copyable. Sense of feeling included and involved Intrigued by experiences for all senses Feeling of taken care of and respected in every aspect

Brand Personality

  • Our personality How we choose to express ourselves in communications and how we want the audience to think about our brand Regenerative sustainability Open-minded and honest

  • Arctic life quality Warm and welcoming Freedom Proud and happy Togetherness Appreciative Experienced
  • Our ambition is that the soul and the personality of Nuuk should shine through, and that our brand should have a consistent and a distinctive tone of voice, making it recognizable and memorable.
  • We are not afraid to be personal, but we encourage it. Our imagery is based on photos from the reality, taken in the moment. They are not staged or polished, but have a sense of a documentary aura.
  • The following words summarize in general our tone of voice: ### RESPECTFUL We are respectful, both towards our target audience, our society depicted, and our nature that surrounds us. ### REAL No one is better at telling the story of a destination than the people who live and breathe it. That’s why we tell stories with local voices and perspectives. We present a great diversity of stories, from cultural portraits to tales of traditional hunting. ### OPEN We are communicating a diverse and open community where people have the opportunity to fulfill their dreams. ### QUIRKY We are not afraid of being seen as different, and we welcome fun and alternative twist to our communication. ### PROUD We are proud of who we are and where we come from, and an important part of our communication is showing that to both locals and our guests.
Brand Trigger

  • Our brand trigger What you can expect from a visit to Nuuk. From our brand trigger, that explains it all, we are able to evaluate all of our touchpoints. Our products, places, activities and services and how they are experienced. It is a lens to assess all our communications through.

  • Visit our home, visit Nuuk. We want our residents to feel proud, and our guests to feel welcomed and intrigued by our destination. We want to share our way of living, and convey an understanding of who we are.

  • Our ambition is to make our guests positively surprised and included into our community, making them feel that they want to tell stories from their visit to family and friends, and a desire to come back.
  • We want our residents to feel proud, and our guests to feel welcomed and intrigued by our destination.
Target Audiences
  • Our target audiences consist of mainly three groups; our residents, new or home moving settlers, and our guests.
  • Who we are speaking to, and how, depends on the context and aim. However, it should be obvious to always consider ourselves as the most important of all target audiences, based on who we are and who we want to be. One simple key to evaluate our communication or marketing, is to ask ourselves if it is making our residents proud. If not, it is probably not good communication or marketing.
  • When we are telling real stories about our destination, as a place where people live and with an aim for our community to Dourish, we also attract visitors and settlers.
  • Greenlanders abroad, we want them to cherish their home turf, and if possible attract them to move back. We aim for everyone to have happy memories from Nuuk, from visiting or from growing up here.
  • Our visitors we refer to as our guests, rather than tourists or travelers. This is an important perspective on how we are building a relationship with our guests, and how our guests are feeling invited to join our community. We want our guests to feel welcomed, as temporary locals, valuing and respecting our destination as we do, and at the same time we have to reDect on our hostmanship, on how we understand our guests, how we are Dexible and capable of answering their various needs.
  • When segmenting our target audiences for Nuuk, they should not only be divided into demographically deCned market segments. We also have to understand our target audiences from their lifestyles and behaviors.
  • Our guests target audience proCles for Nuuk are based on the Visit Greenland market segment model. Among the market segments that Visit Greenland has deCned, we can Cnd our guest proCles for Nuuk within all of the segments.
  • Visit Greenland’s market segment map was Crst devised in 2012. The model classiCes tourists according to two criteria: their interest focus and their engagement level (or level of immersion). The model has over the years been simpliCed along the engagement level spectrum, and originally 11 market segments are now divided into 3 segments. These are:
  • Ultimate adventurers The ultimate adventure segment encompasses the personas Ethnophile, Authenticity Seeker, Extreme Adventurer and Wilderness Seeker. This segment comprises tourists who really like to immerse themselves in Greenland for days at a time – be that via a multi-day solo hike in the wilderness, a heli-ski adventure in the pristine Eternity Fjord, or a homestay with a local family in a small settlement.
  • Immersive adventurers The immersive adventure segment comprises the personas Globetrotter, Nature Lover, Culture Lover and Special Interest Adventurer. This segment includes tourists who like to get actively involved in Greenland’s nature and/ or culture (through, for example, day hikes into the wilderness or helping to cook a Greenlandic barbecue on rocks at the edge of the fjord), but who like to come back to a nice hot meal and comfortable accommodation at the end of the day.
  • Soft adventurers The soft adventure segment encompasses the personas Sightseer, Nature Appreciator and Culture Appreciator. This segment applies to tourists who do not like to engage in much physical activity, but who like to learn about and engage with the nature of Greenland, the culture of Greenland, or both, from a safe and comfortable distance.
Market Segment Model
  • When segmenting our target audiences for Nuuk, they should not only be divided into demographically deCned market segments. We also have to understand our target audiences from their lifestyles and behaviors.
  • Our guests target audience proCles for Nuuk are based on the Visit Greenland market segment model. Among the market segments that Visit Greenland has deCned, we can Cnd our guest proCles for Nuuk within all of the segments.
  • Visit Greenland’s market segment map was Crst devised in 2012. The model classiCes tourists according to two criteria: their interest focus and their engagement level (or level of immersion). The model has over the years been simpliCed along the engagement level spectrum, and originally 11 market segments are now divided into 3 segments. These are:
  • Ultimate adventurers The ultimate adventure segment encompasses the personas Ethnophile, Authenticity Seeker, Extreme Adventurer and Wilderness Seeker. This segment comprises tourists who really like to immerse themselves in Greenland for days at a time – be that via a multi-day solo hike in the wilderness, a heli-ski adventure in the pristine Eternity Fjord, or a homestay with a local family in a small settlement.
  • Immersive adventurers The immersive adventure segment comprises the personas Globetrotter, Nature Lover, Culture Lover and Special Interest Adventurer. This segment includes tourists who like to get actively involved in Greenland’s nature and/ or culture (through, for example, day hikes into the wilderness or helping to cook a Greenlandic barbecue on rocks at the edge of the fjord), but who like to come back to a nice hot meal and comfortable accommodation at the end of the day.
  • Soft adventurers The soft adventure segment encompasses the personas Sightseer, Nature Appreciator and Culture Appreciator. This segment applies to tourists who do not like to engage in much physical activity, but who like to learn about and engage with the nature of Greenland, the culture of Greenland, or both, from a safe and comfortable distance.
Graphic Manual
  • Our visual identity consists of our logo, pictograms, imagery, colors, typography and further communicative ingredients. It is based upon our destination brand platform, representing our core values, personality and story.
  • Proximity to spectacular arctic nature, outdoor, wilderness, cultural heritage, authenticity, sustainability, quality of life, togetherness, welcoming and happiness are some of the lead words our visual identity aim to transmit.
  • When developing our visual identity for Nuuk, we have focused on building up a system for eBective and recognizable communication.
  • In the following pages you will get our graphic elements presented together with instructions and recommodations for how tho use them. This includes guidelines for the use of our logotype, graphic symbols, typography, colors and and more.
  • For any concerns that may occur out from reading our visual identity and graphic manual, please contact us at Visit Nuuk.
  • Our logotype is our name. It is a wordmark based on the letters in ‘Nuuk’.
  • The font used in our logotype is designed exclusively for our destination. It is inspired from the graphic appearance of the letters themselves, on the arctic nature, on the outdoors and on old traditional expressions of our place brand with a modern twist.
  • Our logo has been crafted to be well balanced and visible from small to large sizes. It should work in many contexts. In marketing, on the business card and onsite applications as sign posts, information and other branded content.
  • As of mid 2025, we added the word “Visit” to our logo, which was previously only “Nuuk”.
  • The red colored version of our logo is the main version. This should be used at all times when it is applicable and legible.
  • When the conditions for using the red colored version are limited, or when it looks better, the white version should be used.
  • The black version is only to be used as an exception, for example in black and white printing or where monochrome is being requested.
  • No other colorversions than described herein are allowed.
  • Our logo must always be reproduced consistently and accurately to maintain the integrity and strength of the brand. Do not redraw, stretch, squeeze or distort the logo in anyway.
  • Primary version Red on white or light backgrounds
  • Secondary version White on various col­ored backgrounds
  • Monochrome Black on white or light backgrounds
  • To protect the visual integrity of the Nuuk logo, it must always be surrounded by a clearspace.
  • The clearspace around the logo ensures that the experience of Nuuk logo becomes consistent.
  • The clearspace shown here is an absolute minimum and must not be exceeded. The logo shall at least surrounded by a space corresponding to that indicated in the illustration, the height and width of the letter “V” in the Visit Nuuk logo.
  • When a associated text should be included belonging to the logo, it is ok put it inside the clearspace. Ensure good legibility, and balance the distance to surrounding gra-phis to make it look good.
  • Do not stack the logos to tight, but respect the clearspace.
  • In addition to our logo, our web address visitnuuk.com is being used as a graphic element. Sometimes separated from the logo, and sometimes as a unit.
  • The font to be used when writing our web address as addition to our logo is Euclid Flex Medium. Our logo is also available as a graphic Cle where our web address is included.
  • Our primary color, the signal color, for our brand is red.
  • Always control the red color to be sure the speciCc hue is achieved in print and on screen.
  • Besides our primary color, we have a set of secondary colors that can be used for graphic content, charts, texts and more, It is also allowed to tint the colors to lighter versions of the base color.
  • The complementary colors can also be used when needed, That could be the case when more colors are required for example in diagrams, statistics and data charts. That could be the case for example in our annual reports.
  • The choice of color can also depend on speciCc context, color combinations, contrast, legibility, symbolic meaning or other communicative reasons. In those cases, please get approval from Visit Nuuk, before implementing.
  • Pantone 185 CMYK 0, 94, 78, 0 RGB 224, 0, 52 HTML #E00034
  • Pantone 169 CMYK 0, 31, 25, 0 RGB 255, 183, 174 HTML #FFB7AE Pantone 184 CMYK 0, 73, 32, 0 RGB 244, 88, 122 HTML #F4587A Pantone 187 CMYK 8, 100, 79, 28 RGB 167, 25, 48 HTML #A71930 Pantone 1205 CMYK 0, 3, 43, 0 RGB 248, 228, 152 HTML #F8E498 Pantone 1215 CMYK 0, 6, 53, 0 RGB 250, 221, 128 HTML #FADD80 Pantone 1225 CMYK 0, 19, 79, 0 RGB 255, 203, 79 HTML #FFCB4F Pantone 1235 CMYK 0, 36, 98, 0 RGB 255, 182, 18 HTML #FFB612
  • Pantone 630 CMYK 48, 0, 10, 0 RGB 133, 205, 219 HTML #85CDDB
  • Pantone 631 CMYK 74, 0, 13, 0 RGB 60, 182, 206 HTML #3CB6CE
  • Pantone 633 CMYK 98, 6, 10, 28 RGB 0, 126, 163 HTML #007EA3
  • Pantone 552 CMYK 24, 3, 7, 2 RGB 190, 214, 219 HTML #BED6DB
  • Pantone 5503 CMYK 40, 2, 14, 9 RGB 153, 191, 194 HTML #99BFC2
  • Pantone 5483 CMYK 65, 11, 25, 27 RGB 88, 145, 153 HTML #589199
  • Pantone 5473 CMYK 86, 20, 32, 53 RGB 21, 101, 112 HTML #156570
  • Pantone Cool Grey 1 CMYK 4, 2, 4, 8 RGB 224, 225, 221 HTML #E0E1DD
  • Pantone Cool Grey 11 CMYK 44, 34, 22, 78 RGB 77, 79, 83 HTML #4D4F53
  • Pantone Black 6 CMYK 0, 0, 0, 100 RGB 0, 0, 0 HTML #000000
  • Pantone 580 CMYK 20, 0, 34, 0 RGB 204, 219, 174 HTML #CCDBAE
  • Pantone 578 CMYK 31, 0 48, 1 RGB 184, 207, 149 HTML #B8CF95
  • Pantone 577 CMYK 40, 2, 58, 0 RGB 171, 199, 133 HTML #ABC785
  • Pantone 576 CMYK 59, 5, 94, 26 RGB 105, 146, 58 HTML #69923A
  • Our primary font, Euclid Flex, is a geometric typeface by Swiss Typefaces. It is functional, and has a modern twist, that goes very well together with our logo.
  • Euclid Dex should be used mainly for headings, and in shorter messages in advertising. The typeface comes in many weights and variations.
  • For complementary messages in advertising and in body text, we use Roboto. For longer texts, in printed material, we mainly go with Roboto Serif for better legibility. For digital body texts we use Roboto sanserif version.
  • Derived from the graphic appearance of our logo we have also designed a set of pictograms.
  • Our pictograms are to be used mainly for informative purposes. Examples for areas of usage are on categories on our website, or when communicating what our destination has to oBer, in a brochure or similar cases.
  • The main purpose for the pictograms however, is to function as symbols on direction markers and sign posts. Generally, the legends have been designed based on international standards for pictograms, meaning they should be understandable by most people. At the same time, we have also picked up some speciCc shapes and symbols inspired from local culture and traditions.
  • Having our own set of pictograms help us to increase the presence and recognition of our visual identity.
Pictograms
  • Derived from the graphic appearance of our logo we have also designed a set of pictograms.
  • Our pictograms are to be used mainly for informative purposes. Examples for areas of usage are on categories on our website, or when communicating what our destination has to oBer, in a brochure or similar cases.
  • The main purpose for the pictograms however, is to function as symbols on direction markers and sign posts. Generally, the legends have been designed based on international standards for pictograms, meaning they should be understandable by most people. At the same time, we have also picked up some speciCc shapes and symbols inspired from local culture and traditions.
  • Having our own set of pictograms help us to increase the presence and recognition of our visual identity.
Communication Strategy
  • Our strategy when communicating Nuuk is to start on site – at home. We provide a platform where locals feel heard and seen, and where tourists can learn about and be inspired by Nuuk as a destination. We create content that locals can relate to while oBering valuable insights to guests. Our communication is not only about marketing Nuuk to the outside world, but it is also in fact about our common voice. We need to get our communication accepted and supported by our stakeholders. Not only guests, but putting ourselves Crst.
  • Great storytelling drives Visit Nuuk’s communication. Everyone responds to a good story, and in our marketing of Nuuk, we give our audience access to the city’s many exciting, unique, and unexpected narratives.
  • Who is it for? What is the purpose? In what context?
  • The answers to these questions determine what speciCc voice we should use. Is the purpose to create attention? Is the purpose to engage? Or is the purpose to inform?
  • Consider our target audiences; including our guests, ourselves and potentially new residents. We want our communication to be attractive towards the speciCc target audience deCned, but also to bring proudness to ourselves and the place we live in.
  • Our communication takes place across multiple platforms: • Social Media: Facebook and Instagram • Website: visitnuuk.com • Articles in various newspapers and magazines • Advertisements • Collaborations with inHuencers and photographers • Real-world communication: Engaging with local residents and key players in the tourism industry, including tourism networks, tour operators, cultural operators, and the community at large and lastly of course our guests.
  • As our tone of voice describes, we want to emphasize on our unique local qualities and authenticity, from diBerent perspectives, that make our destination interesting and alive, and communicate our diversity.
  • We tell true and genuine stories. The stories can be based in everything from what Nuuk has to oBer not only from a tourist perspective, but also in connection to everyday life of people who live and work in and around Nuuk.
  • Most often the stories we want to tell are connected to people. A key word is passion. We aim to Cnd exciting stories to tell. We communicate what we have, and what exists. We provide stories from all seasons and from diBerent perspectives.
  • How we communicate depends on the context. We use basically three diBerent levels of communication, delineating to diBerent objectives.
  • When and how we use the diBerent levels depends on the medium; if it is an informative sign, a post on social media, an article on our website or in printed material.
  • ATTEND: Our signature voice intends to create attention, and make the communication concept memorable. This level of communication is often used in marketing and advertises. It includes an edge to the communication concept that makes it cut through the clutter, and relates to the receiver. Never describe in text what you see on the image, but focus on thoughtful and smart connections combined to the visual message, communicative contrasts or other approaches.
  • ENGAGE: The second communication level intends to engage the reader. It may be an editorial copy that includes imaginative phrasings, bringing understanding of the experience communicated. The aim is to place the reader in the experience, and feel the passion. The ambition is to inspire the receiver to read further. A marketing copy on this level invites to take action.
  • INFORM: This level is more speciCc to the content. It intends to bring clarity and information. It may be to provide contact information, or practical information that the reader needs. A marketing copy on this level directs the reader on how to take action. Even if the text is more based on information, the tone of voice is still important. We still have the opportunity to inDuence the text to be perceived in diBerent ways.
  • When putting together an ad, consider not trying to bring too many messages in there. Think about what is the most important message right now, or what fits into the context. What can attract traffic into our website where we can tell more?
  • We are using the concept of AIDA-Attention, Interest, Desire, Action.
  • First, what brings attention? In an ad it can be a photo together with a text that strengthens the message.
  • Secondly, increase the interest by writing a good informative and engaging text.
  • This leads to a desire for more information that can be obtained on our website.
  • Our logo is strategically positioned in our ads, in the lower right corner together with our website address. This leads to further information and action though the booking option.
Levels Of Communication
  • We use basically three diBerent levels of communication, delineating to diBerent objectives.
  • When and how we use the diBerent levels depends on the medium; if it is an informative sign, a post on social media, an article on our website or in printed material.
  • ATTEND: Our signature voice intends to create attention, and make the communication concept memorable. This level of communication is often used in marketing and advertises. It includes an edge to the communication concept that makes it cut through the clutter, and relates to the receiver. Never describe in text what you see on the image, but focus on thoughtful and smart connections combined to the visual message, communicative contrasts or other approaches.
  • ENGAGE: The second communication level intends to engage the reader. It may be an editorial copy that includes imaginative phrasings, bringing understanding of the experience communicated. The aim is to place the reader in the experience, and feel the passion. The ambition is to inspire the receiver to read further. A marketing copy on this level invites to take action.
  • INFORM: This level is more speciCc to the content. It intends to bring clarity and information. It may be to provide contact information, or practical information that the reader needs. A marketing copy on this level directs the reader on how to take action. Even if the text is more based on information, the tone of voice is still important. We still have the opportunity to inDuence the text to be perceived in diBerent ways.
Photo Language
  • Visit Nuuk’s photography captures reality as it unfolds in front of us. The images are atmospheric and personal, showcasing the city and its surroundings in a beautiful and authentic way. They range from closeup shots of people at events to stunning landscape photography, always taken with respect for the subjects.
  • Photographs are taken without interference from the photographer (except for portraits, which are directed). For events and city scenes, it is essential that the photographer moves physically closer rather than relying on camera zoom. This approach enhances the sense of intimacy (often shot with a 28-70mm lens).
  • Visit Nuuk’s visual style embraces creativity and playfulness. Here are some examples of different types of visual communication created by Visit Nuuk:
  • Our imagery is based on photos from the reality, taken in the moment. They are not staged or polished, but have a sense of a documentary aura.
  • At Visit Nuuk, authenticity is at the core of everything we do. All our images are true reflections of the real-life experiences and stories that Nuuk offers. We firmly believe in transparency and integrity, which is why we never use artificial intelligence (Al) to create or alter our visual communication.
  • Our images are documentary in nature. They capture the genuine beauty, culture, and atmosphere of Nuuk as they truly exist. By avoiding Al generated imagery, we ensure that the stories we tell and the visuals we share remain deeply rooted in reality.
  • This policy reinforces our commitment to trust and credibility. When you see an image from Visit Nuuk, you can be confi­dent that it represents the real Nuuk untouched by artificial creation. We want viewers to connect with our city authentically and to feel inspired to experience it firsthand.
Ai Policy
  • At Visit Nuuk, authenticity is at the core of everything we do. All our images are true reflections of the real-life experiences and stories that Nuuk offers. We firmly believe in transparency and integrity, which is why we never use artificial intelligence (Al) to create or alter our visual communication.
  • The rise of Al technology presents ethical considerations regarding openness and honesty, and we are committed to addressing these concerns. Our images are documentary in nature. They capture the genuine beauty, culture, and atmosphere of Nuuk as they truly exist. By avoiding Al generated imagery, we ensure that the stories we tell and the visuals we share remain deeply rooted in reality.
  • This policy reinforces our commitment to trust and credibility. When you see an image from Visit Nuuk, you can be confi­dent that it represents the real Nuuk untouched by artificial creation. We want viewers to connect with our city authentically and to feel inspired to experience it firsthand.
🐛 Report