Oslo is a refreshingly different capital — in its mindset, pace, offering and accessibility.

The Oslo Brand isn’t a logo. It’s a narrative, an evidence base and a shared library — owned by the City of Oslo, stewarded by Oslo&Co, and used by everyone who promotes Oslo internationally.

The narrative

Clean, considered and close to nature, it provides clarity and energy that help people think sharply, collaborate efficiently and turn ideas into action.

Oslo is actively renewing itself. New districts, evolving architecture, cultural arenas and a growing food scene reflect a capital in motion — developing with intention. Safe and down-to-earth, yet increasingly shaped by fresh thinking and ambition.

Our people are shaped by the environment: with nature woven into daily life, shifting seasons and space to think clearly. These conditions foster an open mindset — attentive, adaptive and ready for change — where ambition grows through focus rather than pressure.

Oslo feels radically open, and calmly confident. A capital with integrity and inclusivity that offers real contrasts and a wide range of opportunities, while remaining easy to navigate.

In Oslo, “refreshingly different” is a lived experience — whether you are here for a weekend or a lifetime. A city that continues to grow, attract talent and develop new ideas, while maintaining clean air, clear perspectives and space for ambition.

This is Oslo - a refreshingly different capital

A toolbox for telling Oslo’s story.

You already represent Oslo. Here are the tools to do it well: video, facts, images showing Oslo as a place people work, build, live and visit. Free to use for everyone who promotes Oslo internationally.

Open the Toolbox

Oslo, documented.

13 verified insights with sources, context and a clear argument for when and how to use them. Here are four.

Trust and system

Oslo is built on trust.

#1 in the World Press Freedom Index — for the tenth consecutive year.

Business and innovation

Oslo produces companies the world notices.

$4.8 billion raised by Oslo startups between 2020 and 2024.

Nature and city life

Access to nature is built into the city.

Two thirds of Oslo is protected forest — 93% of residents live within a 10-minute walk.

Climate and future

Oslo is electric.

96% of all new cars sold in Norway in 2025 were fully electric — the highest share of any country in the world.

See all 13 insights

A shared resource powered by the City of Oslo.

Research shows that a strong place brand makes it easier for businesses and organisations to attract investors, talent, visitors and partners. In 2025, the City of Oslo (Oslo kommune) commissioned Oslo&Co to update and activate the Oslo brand — and to make it available to everyone who promotes the city and the region internationally. The result is a shared resource that gets stronger the more organisations use it. Because a story told by many voices is more credible than one told by one.