More Than a Logo

As Greenland prepares for a new era of visitor growth and infrastructure development following the opening of new air routes, Visit Greenland set out to refresh its national tourism brand. The aim was to move beyond a unifying “pioneering nation” narrative toward a more inclusive and regionally nuanced identity that reflects the diversity of Greenland’s destinations and the values of better tourism for and by all of Greenland.

The 2025 Visit Greenland Brand Manual is built to do more than define a look or a logo. It introduces a renewed brand core anchored in nature as a source of knowledge, identity, and renewal, and unfolds through four narratives that reflect how life, culture, and adventure take shape in Greenland: Pinngortitarsuaq (Guided by Nature), Ajunngilaq (Everything Will Be Alright), Innuttaasut Ilisimasaat (Authentic Intelligence), and Ulluinnarsiutigut (Everyday Adventure). The manual also lays out the foundations for communication, tone of voice, visual direction, narrative structure, and AI use - designed to support everyone from local operators to national campaigns. Finally, it brings the brand to life through the Brand in Practice Wheel, developed by Group NAO to help connect each narrative with real products and audiences. The brand manual is set to empower local operators and partners to tell compelling, authentic stories of Greenland, anchored in shared identity, yet flexible enough for each destination to stand out.