Central ND News

North Dakota's new icon was revealed at the 2025 North Dakota Travel Industry Conference. This icon artistically reflects the state's geography and spirit and will complement the longstanding “Be Legendary” brand. For over two decades, this brand has embodied the state's adventure, hospitality, and pioneering spirit.

Commerce Tourism and Marketing Director, Sara Otte Coleman, expressed the significance of the icon: "The new ND Icon captures the essence of North Dakota – a place where our opportunities are as big as our skies, and our smiles are as bright as our sunsets. It will serve as a powerful symbol of our shared identity and a source of pride for all North Dakotans."

The selection of the new icon involved the public through a widely advertised poll. The poll saw active participation with over 10,000 responses, and the chosen icon was favored by 80% of the respondents.

The icon was a collaborative effort between state and local tourism officials and The Good Kids, a North Dakota advertising agency. The design draws inspiration from the state's wide-open spaces, striking sunsets, and rural charm. It embodies the authentic voice of the "Be Legendary" brand, with elements of honesty reflecting the state's true character, a real and approachable style, spirited energy, and optimism about future potential.

The icon will be used in various ways to promote North Dakota, fostering pride and unity among residents and aiding in increasing awareness to attract visitors, businesses, and new residents.

For merchandise, visit https://belegendary.link/ShopND.