Toolkit — 01

Tell the Oslo story.

The brand film and positioning are the starting point for all communication about Oslo. Everything else in the toolkit derives from this.

Film & narrative Key messages Words we avoid Downloads

Brand film — Oslo 2026 — 2 min

Official positioning — use verbatim

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

English

“Oslo er en befriende annerledes hovedstad — i sitt tankesett, tempo, tilbud og tilgjengelighet.”

Norsk

The four pillars

Mindset

Open, practical, calmly confident. Oslo builds for the long term — without making noise about it.

Pace

Steady enough to build, calm enough to live well. A place where you can perform over time without burning out.

Offering

Depth and range beyond its size. International business, academia, culture and nature — all within walking distance.

Accessibility

Easy to enter, navigate, engage with. Compact and direct — surprisingly easy to get into and get things done.

Personality: Calm confidence

Oslo doesn't talk loudly about itself. That doesn't mean Oslo is modest — it means Oslo lets facts and experience speak. No superlatives. Show the work. Specific numbers over general claims.

02 · Key messages

Ready-to-use copy.

Three lengths — copy and use directly.

50 words

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

100 words

Oslo is a refreshingly different capital — calm, accessible and built for the long term. International business, leading research, world-class culture and protected nature sit within walking distance of each other. The city moves with intention rather than noise: steady enough to build, open enough to be part of, and small enough that getting things done feels surprisingly direct.

200 words

Oslo is a refreshingly different capital — calm, accessible and built for the long term. It is one of the few places where international business, leading research, world-class culture and protected nature sit within walking distance of each other. The city moves with intention rather than noise: a 96% electric new-car fleet, 30% emissions cut since 2009, two thirds of the municipality protected as forest, and a venture market that grew through Q3 2025 against a flat Nordic backdrop. None of this is shouted — it is built. Oslo's identity is calm confidence: trust in institutions, time to think well, room to live alongside the work, and the unusual experience of a capital city you can actually walk across in an afternoon.

03 · Words we avoid

Six words we never use — and what we say instead.

These words are off-limits because they are empty, generic or out of step with the Oslo personality.

Avoid Use instead Why

Sustainable Built for the long term / Intentionally designed Means nothing anymore — every city says it

Innovative Practical / Problem-solving / Built to work Empty claim without substance

Vibrant Alive / Active / Layered Tourist brochure cliché

Lifestyle How people actually live / Everyday life in Oslo Vague and meaningless

Green / eco-friendly Low-emission / Measurably cleaner (with numbers) Say exactly what it means instead

Fast growing / Booming Growing steadily / Expanding with intention Doesn’t fit the calm confidence personality

04 · Downloads