- Brand storyEverything you need to speak about Estonia clearly, consistently and confidently.
  Brand overview
  MessagesWhat is our story and how do we articulate it in key messages or sectoral categories?
  Estonia's global imageHow our reputation and unique strengths are perceived in different countries
  Estonia in numbersA data-driven presentation of our best facts
- GuidelinesHere you will find the DNA of the Estonian brand - everything you need to create consistent and effective visual communication that reflects the unique identity of our country.
  Guideline overview
  Text creationWhat tone of voice to use and what to say when talking about Estonia
  Design fundamentalsFoundations of the Estonia brand visual language
  ApplicationsGuidelines for applying the Estonia brand across different channels and materials
  Digital Design System (DDS)
- InspirationIf you are looking for fresh ideas, innovative concepts, or just a spark of creativity, this is your main resource for inspiration that resonates with the essence and identity of Brand Estonia.
  NewsAll our innovations, latest reports, and engaging articles
  Inspirational examplesSee how others use the Estonian brand

Toolbox

Typography

To help communicate these messages, the Estonian brand design team, in collaboration with typographer Anton Koovit, has created a unique typeface called Aino for the design system.

Aino typeface family

The Aino typeface family includes five styles – Headline, Regular, Italic, Bold, and Bold Italic.

Download Aino font

Alternative typefaces

Open-source Verdana

The Aino typeface is primarily used in our marketing materials. In everyday information exchange between different parties, using Aino is not always technically possible. When needed, use the free system font Verdana in documents, newsletters, emails and other materials

Google font Noto Sans

Aino includes Latin and Cyrillic characters as well as punctuation marks. For Arabic and logographic texts, we use the open-source Google font Noto Sans on both websites and in marketing materials.

Download Noto Sans font

Typographic hierarchy

Each style in the Aino typeface family has its own role in the design system.

Using the Aino typeface

Aino Headline

The Aino Headline style is designed for headings. Choose one heading size and use it consistently throughout the design to highlight the most important information.

Aino Headline on suurem kui 30 pt.

Aino Headline ei tohiks kunagi olla väiksem kui 30pt, et mitte kaotada oma õhulisust ja tähevorme.

Use regular text (Aino Regular) for subheadings and body text, and bold text (Aino Bold) when needed.

Aino Headline highlights only the most important information.

Text is aligned to the left.

Text can be center-aligned if needed.

Text should not be right-aligned.

Graphic design

View guidelines in the design system

Web design

View guidelines and examples in the design system