Here you will find the guidelines for designing shared trade fair stands according to the visual and conceptual principles of Brand Estonia.

Conceptual
The primary goal of a shared trade fair stand is to clearly signal that it is the official stand of Estonia. Always use the word “Estonia” (Estland, Estonie etc.) in the header. Depending on the specific fair and the architectural restrictions (the size of the stand or the booth, the different characteristics of the space) the “Estonia” wordmark or the industry specific wordmark can be used. In this case, be sure to read the wordmark use guidelines.

Secondly, display the industry message. This can be done close to the text “Estonia” in the uppermost visible part of the stand or depending on the layout of the space on the stand walls with a photo or colour background.

Thirdly, bring out the companies and other organizations represented at the stand. Also depending on the layout (for example if there is a shared stand with a single table or whether everyone has their own table) it can be done either by using the name or the logo of the company.
In order of importance
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Visual

The visual language of Brand Estonia is clean, Nordic, and simple. We keep the designs uncluttered, making things easier to read and keeping the focus on the content.

Designing a trade fair stand, it is important to keep in mind that the photo language also communicates the image of Estonia. The photos have to be in accordance with the Brand Estonia principles, not with the visual style of a particular company. Suitable photos can be found in the Brand Estonia toolbox.

Pay attention to the use of colours. The preferred colour is the Estonian Blue. For some industries or special cases – for example the food or wood industry or tourism – other colours can be used. The colour codes can be found in the design guide.

Use only the Aino typeface in the designs. Aino Headline for bigger texts and Aino Regular or Bold for smaller texts.

1. Photo and message

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Use when the photo has an important and emotional role. For example, when talking about Estonia’s clean nature and diverse environment in food industry or tourism.

NB! For industires with content and services hard to represent through photos – fintech, defence industry, etc. – we advise to use another design solution.

Photos
Use the photos as much as possible to the full extent of the surfaces

Messages
Always use a single colour for text (white)

Logos
On the stand wall use the company logos in single colour or write out the company names

If every company has its own table, colour logos can be also used

Colours
Use on separate surfaces without photos or on panels as backgrounds to company names or logos

Illustrations
Do not use
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2.1. Colour background with text and photos

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Use in case the products or marketing materials presented at the stand are visually cluttered. A clear and clean colour background will help the information stand out better.

Colours
Cover the wall surfaces with Brand Estonia colours

Messages
Add messages and other information using a single colour (white on a dark background)

Align the industry messages to the header, add additional messages and the company names in smaller font sizes to other surfaces

Logos
Use company logos in single colour or write out the company names

Photos
Use photos inside boulders or as smaller surfaces by cutting them. Prefer abstract and clean images (night sky, patterned ground, etc.)

Illustrations
Can be used, but not together with photos
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2.2. Colours with text and illustration

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Use if the services of the industry are difficult to convey through photos (for example the defence industry, fintech, cyber security, e-residency, etc.) and if figurative illustrations are the most suitable way to introduce the industry. Check out the illustrations’ guidelines.

Messages
Add messages and other information using a single colour (white on a dark background)

Align the industry messages to the header, add additional messages and the company names in smaller font size to other surfaces

Illustrations
Create illustrations according to the Brand Estonia guidelines or use illustrations available in the toolbox

Logos
Always use single colour logos

Colours
Cover the wall surfaces with Brand Estonia colours, preferably Estonian Blue

Photos
Do not use
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3. Custom solutions

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To really stand out when introducing Estonia and your services or products, custom solutions for exhibition booths, stands, interactive spaces or stages can be developed according to Brand Estonia principles. For the best solution, get in touch with us at brand@estonia.ee.

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