The present article focuses on the image of Finland in the National Geographic Magazine between 1905 and 2013. The study contributes to the research on national images by answering the following questions: a) how are Finland and the Finns represented in the photojournalist articles in the magazine, b) how has the image of Finland changed over the decades, and c) what kind of cultural, social, and political meanings are conveyed through the image(s)? The research material consists of 37 English written articles including in total 250 photographs and other images. The results show four overlapping but still distinctive phases in the thematic transformation of the image: Finland as a part of the diverse Russian Empire, Finland as a progressive but traditional European nation, Finland as the opposite to the Soviet Union, and Finland as a country of wild nature. The findings are discussed in light of the previous national image research.