New ND Tourism logo gets backlash


North Dakota’s ‘Legendary’ brand has promoted the state for more than a decade.

Governor Burgum announced last week that the logo and brand was changed to ‘Be Legendary.’

The change may be slight, but now there’s backlash in the business community.

KX News Reporter Sonji Milburn is Putting North Dakota First to see how this decision will impact the state.

What appears to be just a sign to some..others take pride in.

The North Dakota brand – and especially it’s logo.

“The logo is what helps tell the story on what your state is about. When you get a logo mark like this, that is poorly designed and doesn’t do anything to capture the evolution of our state or its growth. That’s very disappointing,” Jordan Loftis, marketing strategist at CoSchedule, said.

The change is concerning to several residents and business owners.
While the message may be legendary… they don’t think the face is.

“The word north is pretty thin,” owner of Brick Design, Ben Brick, said. “There is a lot of curning issues and designers will know what im talking about and leading issues. But its just spacing issues. 

Last week, Governor Burgum announced “Be Legendary” as North Dakota’s new brand.

We’re told a majority of the work on the brand was done in house at the tourism department. However, they did partner with a Minnesota marketing company with a price tag of 10,000 dollars.

“It doesn’t matter where its from or how much money got spent on it,” Loftis added. “It matters how its going to be used in the future and retention of talent for jobs.”

Business owners, artists and residents aren’t happy with the new logo. They’ve bonded together to create this open letter to the Governor. So, far there are over 700 signatures, their goal is to get the logo changed by grabbing the attention of government officials.

Governor Doug Burgum released this statement:

In it he says the new logo is just one part of the commerce departments’ new brand. And that most of the feedback they’ve received has been positive. 

As for residents they just hope to have a say in the next decision the state makes, and hopefully have a North Dakota brand created in North Dakota.

KX News is told government officials have received the open letter and they are taking the comments into consideration.

The brand overhaul is estimated to cost upwards of 50 million dollars over the next 15 years.


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