The paper analyzes the English websites of Arctic organizations in order to reveal how the image of the Arctic is formed. The results indicate verbal and non-verbal aspects of shaping the Arctic image. Verbal component is represented by four major topics: indigenous peoples of the Arctic; Arctic biodiversity; environmental issues of the Arctic; cooperation in the Arctic (scientific, economic, etc.). Each topic is represented by typical linguistic units: nominations of indigenous peoples; verbs meaning support, protection; nominations of natural Arctic zones, endemic species; lexemes meaning decline; linguistic units meaning development, protection; nominations of threats; verbal combinations meaning struggle, conservation; lexemes meaning cooperation, development, challenge; nominations of documents on collaboration. Non-verbal component is demonstrated through logos of the Arctic organizations, colour graphic design, font size and style.