Identity, design and illustration
Located in the small town of Øystese, Hardanger, Bygdalarm is probably Norway’s most idyllic festival. We’ve worked with the festival since 2009, and their identity is based on urban meeting rural, traditions meeting the modern. Inspired by farmers’ favourites John Deere and Felleskjøpet, the profile elements are easily recognised as Bygdalarm related, even without the logo being present. While the overall identity stays the same over the years, we’ve had the freedom of experimenting with the posters, programme and t-shirts. The expression changes from year to year, but the concept is always the same: rural traditions in a modern way.

Photos from the festival by: Sandra Jecmenica


The Bunad is the Norwegian folk costume. The design differs from region to region, and symbolises where you or your ancestors are from. They are a common sight on our national day and on other special occations. The bunad on the poster for Bygdalarm 2015 is a classic Hardanger-bunad, with sewn Bygdalarm decorations in front. The poster this year became something of a collector’s item among the locals.


Rosemaling (rose painting) is a unique craft tradition from Norway. Most Norwegian families have some kind of heirloom featuring rosemaling, often a bowl or a chest. Referencing this tradition, we had a chest painted for Bygdalarm 2013, by a trained rose painter. Of course we had it made in our own Bygdalarm way.


Weaving is an art form with strong traditions in Norway, especially among people living on the country side. In 2013 we made the poster as a woven wall carpet – with patterns referencing Bygdalarm of course.


The identity for 2012 was actually inspired by the identity we made in 2010 – a miniature landscape. Instead of using ready-made miniatures, we made our own out of plasticine. The landscapes uses elements from the festival, both the festival area and surroundings. It captures the feel and atmosphere of Bygdalarm.



2011 was the first year with the new logo. We hadn’t quite landed the final colors yet, and the logo was used on photo backgrounds. This years concept was using old family photos from the founders of Bygdalarm, and spicing them up with quirky illustrations. On the poster you can see the head of the festival’s grandfather plowing the fields. The t-shirts were portraits of another festival member’s grandparents.We also made the Bygdalarm version of glow sticks – from real sticks!
Collaborating with micro brewery Voss Bryggeri, Bygdalarm made their very own beer. The result was a delicious IPA. In their typical tongue-in-cheek way, Bygdalarm named the beer Jåleøl – fancypants beer.
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