Berg-Hansen
Brand Guidelines
Last update:
27. august 2026
Welcome to our design manual! Here you will find our guidelines and templates for visual design. You can download our logo and templates, and learn about our tone of voice.
If you have any questions or feedback, please feel free to contact us at kommunikasjon@berg-hansen.no
Looking for the design system for digital interfaces? You can find it in Figma
1.0
Logo
The logo consists of two elements: the symbol and our wordmark/brand name. Our logo symbolises meetings, travel, experiences, dynamism and speed.
Fonts used in the logo: Apex New Book and Bold.
1.1
Symbol
The symbol logo (the ‘sphere’) should only be used when space is limited or when the primary logo cannot be used. Examples include social media profile images, website footers and the app
1.2
Variations
There are two versions of the logo, designed to optimise how our brand is presented across different formats.
The horizontal logo is our primary logo. The symbol is only used when there is not enough space for the primary logo. When the symbol is used, the primary logo must appear at some point so that the sender is clearly identified. Examples include PowerPoint templates or an end card in a film.
Horizontal logo (Primary)
Print: 10 mm
Digital: 40 px
Symbol logo
Print: 5 mm tall
Digital: 29 px
1.3
Colour variations
Primary logo: The coloured symbol with black ‘Berg-Hansen’ text should always be the first choice.
Alternative 1: The coloured symbol with white text should be used if the primary logo is unsuitable.
Alternative 2: The all-white logo should be used when neither the primary logo nor Alternative 1 works.
Last resort: The all-black logo (both symbol and text) should only be used when none of the coloured or white variants is suitable.
1.4
Incorrect use
The logo must not be altered in any way and must always follow these guidelines.
The following examples show what must not be done with the logo.
Change its shape and/or colour
Create a pattern using the logo
Add extra text to the logo
Place the logo at an angle
1.5
Clear space
The logo must always be placed in a prominent position where it is clearly visible. Sufficient clear space must always surround the logo to ensure a clean and uncluttered visual impression.
The correct amount of clear space is calculated using the logo symbol—the sphere—as shown here.
The EPS, AI, PNG, PDF and JPG files have been saved with this clear space around the logo.
1.6
Background
The logo must always have sufficient contrast against the background.
See the contrast checker here for help measuring the contrast ratio.
1.7
Placement
When using the logo, it must be positioned correctly for the channel in which it appears. As a general rule, the logo should be placed next to a corner. It must never be placed freely within the layout.
Top left: websites only.
Top right: Word, PowerPoint, film and marketing materials.
Centre: marketing materials and film.
Bottom left: websites and marketing materials.
Bottom right: marketing materials only.
1.8
Websites
On websites, the logo must be placed on the left-hand side of both the header and footer. The full-colour primary logo and the symbol logo are used on the website.
1.9
Advertisements
Do you need advertisments for events, magazines or other purposes?
We are happy to help! We offer different types of advertisements tailored to a range of needs and channels. Our advertisement categories include:
Concept advertisements: developed to communicate a clear message and build the brand.
Tertiary advertisements: supporting advertisements that complement primary campaigns or informational materials.
General advertisements: versatile advertisements suitable for multiple channels and purposes.
Send your request to
Concept advertisements
Tertiary advertisements
General advertisements
1.10
Word and PowerPoint documents
Employees can find a Word template with the correct logo placement in Microsoft Office 365.
1.11
Film
All films must include an end card featuring the primary logo. The logo must be centred on the screen. If the symbol logo is used, it must remain in the top-right corner throughout the film.
Films containing dialogue must be captioned. This is an accessibility requirement.
Read the explanions for 1.2.2 Caption
Read the Swedish explanions for 1.2.2 Caption
1.13
Partners
A partner’s logo must be separated from the Berg-Hansen logo by a distance equal to one logo symbol. It must be positioned to the right of the Berg-Hansen logo.
When several partner logos are used, half a logo symbol should be used to set the spacing between them. A partner logo must not exceed 75% of the height of the Berg-Hansen logo.
2.0
Brand colours
Berg-Hansen Blue is our primary colour and should be prominent on every surface where colour is used. The colour must always be present when Berg-Hansen is the sender, either as a background colour on smaller surfaces or to highlight important elements such as a call to action.
Where possible, we use Dark Blue instead of black to reinforce our visual identity.
2.1
Our colours
Berg-Hansen blue
Dark blue
Light blue
Turquoise
2.2
Colour weighting
The image on the right illustrates how the colours should be weighted across all surfaces. Berg-Hansen Blue should be used more extensively on a surface than the other three colours.
2.3
Incorrect use
The following colour combinations are not permitted for text of any size:
• Light Blue & Turquoise
• Dark Blue & Berg-Hansen Blue
2.4
Colours for digital use
Digital interfaces require a broader range of sharper colour shades.
2.5
Contrast
All use of colour at Berg-Hansen must comply with accessibility requirements based on the EU’s WCAG 2.0 standard. As a general rule, we should always strive for compositions that meet the medium contrast level (AA).
3.0
Typography
Only the Inter typeface may be used in materials produced by Berg-Hansen.
This typeface was developed for use on computer screens, with a focus on readability. It also works well at small text sizes and offers a wide variety of weights and styles. It is a versatile typeface that supports many languages. It is also available under the SIL Open Font License, which means it is free for both personal and commercial use.
Inter: Used for all materials.
Aptos: For email communication only.
Apex New: For use in the logo only.
3.1
Incorrect usage
The following are not permitted:
• Do not use all caps only.
• Do not apply shadows or other effects to the typeface.
• Do not use text colours that have insufficient contrast against the background.
3.2
Use and placement
The following rules apply to all typography:
• Text must always be legible.
• Body text colours: Dark Blue, Light Blue, black and white.
• Subheadings and headings must use different colours.
• A subheading should be 70% of the size of the heading.
Where possible, use Dark Blue or Light Blue for body text. This creates a more cohesive visual expression that is gentler on the eyes.
3.3
E-mail signature
The email signature has a fixed visual design regardless of role or department, ensuring consistency in how we communicate. Its content is determined by the information available on ‘My Page’.
Norwegian signature:
Swedish signature:
4.0
Images and film
We use images and films that people can relate to in the context of travel, meetings, conferences and events. This means we focus on:
Real people and situations
Choose images and films featuring real people in authentic situations. Avoid heavily staged or exaggerated imagery. Let faces and body language convey genuine emotions and relationships between people.
Unforgettable moments
Choose images and films that capture people meeting, laughing and celebrating. This also includes moments from group travel or on stage at events. Use natural light, or flash in a way that makes the light appear natural. Avoid posed images with harsh flash and cool tones.
Technology solutions
Show technology solutions being used by people in real situations to make travel or events easier. This might include people on the move checking the app on their phone, or interactions at events captured through technology solutions.
Destinations and transport
Images and films should in some way communicate that we provide travel, meetings, conferences and events. This includes imagery of destinations; situations in small and large meeting and conference venues; events; and different modes of transport such as aircraft, trains, boats and cars.
4.1
Correct use
Our images and films should convey authentic moments, genuine emotions and real people. Avoid posed or staged images and films.
We aim for images and films that feel charming rather than highly polished. Focus on observing and capturing a strong moment rather than producing something technically impressive.
People
Warm imagery
Atmospheric
4.2
Incorrect use
Avoid retouching minor imperfections unless they are highly distracting.
Avoid AI-generated images and films unless their use is clearly part of the concept or presentation.
Cold photos
Posed imagery
Alcohol/wineglass
AI-generated
Overedited
Empty
4.3
Our image library
If you need images, you can find them in Sharepoint Library. All images can be used internally and externally
If you need new images, we can help you take them. Alternatively, you can find free stock images here:
• Pexels
• Unsplash
We can also obtain licences for images from Adobe Stock.
For copyright reasons, images must not be sourced from search engines such as Google.
4.4
Music in film
It is important to choose music for films carefully. The music should support the film’s message, and its rhythm and tone must suit the content. Instrumental music should be used in videos featuring interviews or people speaking. Choose music that helps create enthusiasm and positive energy, preferably in genres such as pop or rock.
4.5
Graphics in film
Graphics should only be used when they strengthen the video’s message or provide useful information that cannot be communicated in another way, such as the names of interviewees or locations shown.
The Berg-Hansen logo must always be visible to make it clear who the sender of the video is. The logo must always appear in the top-right corner, and the film must also include an end card with the primary logo centred on the screen. Colours and typefaces must follow the design manual.
4.6
Captions in film
All prerecorded videos produced by Berg-Hansen must be captioned in accordance with WCAG 2.1 guidelines. This means that everything spoken, as well as any important information, must appear as captions in the film. Sound effects relevant to the action must also be described in the captions. Text already shown on screen, such as bullet points or presentation content, does not need additional captions if the information is also conveyed in speech.
Captions must use no more than two lines and match what is being said. They must use the Inter typeface, with white text and a black outline.
For more information about the WCAG 2.1 guidelines, see the following success criteria:
• 1.2.1 Audio-only and Video-only
• 1.2.2 Captions (Prerecorded) (Req A)
4.7
Taking your own photos
Use your phone to take photos and videos when attending events, meetings, conferences, study trips and similar activities.
Hold the phone vertically. This format is best suited to social media. You do not need to edit the photos—we can help if editing is required.
For iPhone users: Go to ‘Settings’ → ‘Camera’ → ‘Formats’ → select ‘Most Compatible’. This saves images as JPG rather than HEIC. HEIC files cannot be read by Microsoft (RDS).
4.8
Filming for social media
Use your phone’s camera to film, rather than apps such as Snapchat. We do not want video clips with filters, stickers or music added afterwards.
Hold the phone vertically—and preferably still—while filming. You can move slowly, but avoid rapid movements such as spinning the phone around.
Film short clips of 5–10 seconds, preferably capturing the same subject from different angles.
5.0
Icons
An icon is a symbol that resembles the object it represents. Icons are generally used to communicate information without words.
We use Google icons. The full library is generally available for use, but any decision to add a new icon from the library to our websites must be carefully considered. If a new icon is needed beyond those available from Google, Google provides a guide describing how to create icons. Any new icon must be usability-tested before it is introduced.
Icons may use any of the colours in the design manual, but the colour should be selected according to the icon’s purpose.
5.1
Size
For digital use, only the following sizes are permitted: 12 px, 16 px, 20 px, 24 px, 32 px, 48 px and 65 px.
Don´t use icons from other libraries
Don´t change thickness
Don´t use colours not defined in the brand guide
6.0
Graphic elements
Berg-Hansen has two graphic elements that may be used when producing marketing materials: the ‘ticket’ and the ‘circle’. If both are used on the same surface, this must be done carefully, as both elements can demand attention. It is therefore important to decide which element should be the primary focus.
6.1
Circle
The use of circles as a design element in Berg-Hansen’s visual identity is a deliberate choice based on both practical and aesthetic considerations. The circle is taken directly from our logo and symbolises key brand values such as travel, sustainability and the Earth.
In addition to its strong symbolism, the circle creates a simple and recognisable visual expression that is easy to adapt to different formats.
Guidelines for use:
The circle may contain both images and text, provided this is visually justified and consistent with our overall visual identity. Circles may use any colour defined in the design manual. All text placed inside a circle must be easy to read. Avoid forcing in too much text when it is not suitable. If images are used inside circles, the circle must be large enough to avoid a cluttered or unclear appearance.
6.2
Incorrect use
We have introduced the ‘Ticket’ design element as part of our visual identity. It is a flexible element that works across the entire organisation, regardless of business area. Its shape evokes our sales areas and can be adapted in width and length as needed.
Guidelines for use:
Only one ticket may be used per surface—never several at once. The ticket must always use our primary colour, Berg-Hansen Blue. It may be placed over images or on solid Dark Blue surfaces. Text inside the ticket must use Light Blue. If a logo is placed inside the ticket, the all-white logo must be used.
7.0
Accessibility
Accessibility is design for everyone! Everything we do in Berg-Hansen must be accessible for all kinds of people, no matter the need. This is an ongoing process.
7.1
For developers
All HTML must be semantic. Read more about semantic HTML.
Users must be able to navigate by keyboard, with focus applied to relevant objects. Use clear, descriptive alt text and correct ARIA labels adapted for screen readers. Everything must be developed responsively so that content works across all screen sizes. Users must be able to override the text size. Interactive elements must have sufficiently large touch targets.
7.2
Useful tools
Google Lighthouse (Web)
Webaim Wave (Web)
Captions (captions)
Capcut (captions)
W3C-HTML (HTML validation)
W3C-CSS (CSS validation)
8.0
Tone of Voice
Berg-Hansen’s tone of voice describes the emotions we want to express and communicate through words, images and design. Everything we say and do conveys a feeling and creates an experience—from how we write and design written materials to the way we speak and behave. Our ‘voice’ should reflect the feeling we want to create for the recipient.
Our communication is heart-led. This means we communicate with genuine commitment, empathy and human warmth—both internally among colleagues and externally with customers and partners. Our communication should not only inform or sell; it should also be authentic, credible and relationship-building.
Our strategic direction provides important context for how we communicate:
Mission
We provide the market’s best travel and event solutions to private- and public-sector organisations.
Vission
We will be indispensable to our customers.
Position
Berg-Hansen is the expert that delivers world-class service.
Long-term goal
We are the leading expert in the Nordic region, making travel and meetings easy.
Our values
Comitted
We are passionate about what we do and personally committed. We work as one team to create world-class customer experiences.
Courageous
We dare to think differently, seize opportunities and challenge the industries in which we operate. We stay ahead through positive drive.
Responisble
We are responsible, dependable and competent. We understand the customer’s needs and deliver what was ordered—and a little more.
Strategic priorities
Everyone wants to be a customer of
We offer leading solutions for business travel and events
We deliver knowledgeable, world-class service
We integrate sustainability into everything we do
Everyone wants to cooperete with
We are professional, knowledgeable, clear and predictable
We always focus on value for our customers
We are a profitable, long-term partner
Everyone wants to work at
We play as one team #OneTeam
We support personal development
We have fun
9.0
Downloads
9.1
Logo
If you need the Berg-Hansen logo, you can find it here. Make sure you read the logo usage guidelines before using it.
© Berg-Hansen 2026