North Dakota Senate kills bill for new state logo contest

North Dakota's old state logo, top, and its new "Be Legendary" logo, bottom.
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BISMARCK — North Dakota's new state logo is here to stay.

The state Senate on Wednesday, March 27, voted 7-40 on a bill to replace the new logo by way of a contest with a $9,500 prize.

Sen. Kristin Roers, R-Fargo, said the Senate Government and Veterans Affairs Committee felt timing was premature to redesign the logo unveiled in October 2018.

Roers also said the bill's fiscal note didn't consider the work needed to revamp state agencies' business materials that use the logo.

Rep. Marvin Nelson, D-Rolla, brought the bill. He criticized how the new logo was developed, below the public bid threshold and without opportunity for North Dakota artists or graphic designers.


A Minnesota marketing consultant with ties to Gov. Doug Burgum's Great Plains Software designed the new "Be Legendary" logo, which has been criticized for its spare appearance and fonts.

"Be Legendary" replaced the Western-style script of "Legendary," in use since 2002, mostly by the state Tourism Division.

North Dakota Tourism Director Sara Otte Coleman previously said the "refreshed" logo was "built on unification." About 25 state agencies now use the "Be Legendary" logo in their materials.

The bill had passed the House 78-14.

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