Tone of voice

What matters is not only what we say, but also how we engage with the world when talking about Estonia. Here you’ll find a practical guide to help tell our story clearly, intelligently, and consistently across the world

Clever

We use language that shows resourcefulness and a spark of wit. Our words are sharp, simple, and can be a little surprising. We say more with less.

DOs:

  • Use short, punchy sentences.
  • Add small twists or cultural nods (saunas, clean nature, startups, song and dance festival).
  • Simplify complex ideas and messages without losing the meaning or importance.

DON’Ts:

  • Don’t be sarcastic or dismissive.
  • Don’t overdo humor in serious contexts.
  • Don’t hide behind cleverness so that the meaning gets lost.

In use

Estonia: “Succeeding at change is our superpower.”

Estonia: “Nation of startups and saunas.”

Visit Estonia: “Visit Estonia. It’s about time.”

Invest Estonia: “Your fastest track to the smartest investments.”

e-Estonia: “100% digital, 0% bureaucrazy.”

Forward-looking

We speak with a drive for progress. Our voice is practical, active, and more about doing.

DOs:

  • Use active verbs (build, create, shape).
  • Show how challenges can be turned into opportunities.
  • Highlight what the future means for people, not just systems.

DON’Ts:

  • Don’t drift into vague future talk (“bright tomorrow”) without proof.
  • Don’t over-promise. Back ambition with facts or examples.
  • Don’t confuse optimism with progress. Be realistic and concrete.

In use

Estonia: “Expert at adapting through innovation, Estonia is ready to tackle seemingly impossible challenges.”

Visit Estonia: “Estonia gives you the space you want and the time you need to travel at your own tempo.”

Invest Estonia: “Estonia: the best place in Europe to grow your business.”

e-Estonia: “Future takes us beyond digital.”