Everything you need to tell Oslo’s story.
You already tell Oslo’s story — in meetings, in pitches, in conversations outside Norway. This toolkit exists to make sure you can do that with the best possible material, the right facts and a shared narrative.
You do not need to become a brand expert. Everything here is ready to use:
- A brand film and shorter versions for digital use
- Key messages in Norwegian and English
- Fact cards with verified data, sources and a clear argument for how to use them — across sectors, not just in yours
- Images showing Oslo as a place people work, build and live in
- Presentation templates in Norwegian and English
- Positioning language you can put directly into your next pitch, presentation or partnership proposal
Everything in the toolkit can be downloaded and used freely — as long as it is used to promote Oslo. The material is not for marketing your own organisation independently of Oslo. You do not have to build any of this from scratch. It is done.
You do not need to be a communications expert. Here is where to start:
Read the narrative
Start with the Oslo positioning and how we talk about Oslo: the tone of voice and the words we use and avoid. This is the foundation. Use the language directly in your own communications.
Download what you need
Take the film, the images or the presentation templates. Everything is ready to use and free to download, as long as it is used to promote Oslo.
Pick your facts
Go to The Evidence and choose two or three insights that fit the conversation you are already having. Each card tells you exactly when and how to use it, and who else it is relevant for.
Make it yours
You do not need to change your own identity or brand. Layer the Oslo narrative on top of what you already communicate. Your Oslo address is part of your story. Use it.
If you want more context on where this comes from and why it was made the way it was, read Behind the brand.
How Oslo speaks
Oslo communicates with calm confidence. The tone is clear, capable and human — never overstated, never trying too hard. It allows different voices to express personality, humour or authority in their own way, while maintaining a shared sense of trust, credibility and quiet assurance.
- Sustainable
- Innovative
- Vibrant
- Lifestyle
- Green / eco-friendly
- Fast growing / Booming
- Built for the long term / Intentionally designed
- Practical / Problem-solving / Built to work
- Alive / Active / Layered
- How people actually live / Everyday life in Oslo
- Low-emission / Measurably cleaner (with numbers)
- Growing steadily / Expanding with intention
These are tools you can use — completely free.
Video, images and presentation templates that show Oslo as a place people work, build and live in. Free to download and use, as long as it is used to promote Oslo.
Download material13 insights, built for use.
These 13 insights are built for use — not just for reading. Each one comes with a verified source and a short explanation of when and how to bring it into a conversation, a pitch or a presentation. Pick the ones that fit the conversation you are already having — and use them with confidence.
Go to The EvidenceWhat you can expect from us
This toolkit is a platform, and it gets better the more organisations use it and contribute to it.
the City of Oslo (Oslo Kommune) has commissioned Oslo&Co to manage and develop the Oslo brand over time. We will keep updating the toolkit with new facts, new material and new insights. We are also working on building something together with the organisations that use this, and we need your involvement to make it work.
Here is what we are planning: workshops and learning sessions, practical and accessible for teams at any level. Meeting places and networks where organisations promoting Oslo can exchange experience and build on each other’s work. Regular updates to the toolkit as new material becomes available. An Oslo facts section with key figures across population, business and education, currently in development.
We are also exploring joint initiatives and campaigns that give Oslo a shared and coordinated lift internationally. Nothing is locked yet, but this is a direction we are actively working on.
Come back and check in. We update the toolkit regularly, and there will always be something new here.
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.
Read more