Earlier this month Governor Doug Burgum’s office announced the completion of a “refresh” of North Dakota’s brand identity.

“To refresh North Dakota’s brand for today’s audiences, adjustments were made to the tagline from Legendary to Be Legendary,” Burgum’s office said in a statement. “The new design will keep parts of the visual elements from the current identity while creating a refresh with an updated color palette and a new font system.”

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You can see the new logo above. I’ll admit, it’s not terribly inspiring. Also, the tag line for the state went from simply “Legendary” to “Be Legendary.”

I’m underwhelmed.

Anyway, now a group of more than 700 North Dakotans are pushing back on the change. They want the old logo restored, and a better process implemented for the brand refresh.

You can read their open letter below. “While it was certainly time for a brand refresh, spending less than $10,000 on a logo that will be the face of our state for more than a decade to come is a massive misstep,” it states. “For a project estimated to cost upwards of $50,000,000 over the next 15 years - as with our previous brand - investing this little in its focal point is nearly unbelievable.”

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