Brand Estonia helps to introduce Estonia and its different industries in a considered and unified manner both visually and content wise.

Using Brand Estonia’s unified principles and design language makes introducing Estonia more productive and cost-effective. For the same reason most developed countries from Sweden to New Zealand use a unified communication platform.

We try to offer a wide selection of ready-made materials for introducing Estonia, but in many cases a need may rise to create new materials in collaboration with a creative agency.

Be sure to familiarise yourself with Brand Estonia principles before commissioning a new project. This enables you to write better briefs and ask the right questions from the creative agency you are working with.

When to use Brand Estonia?
Use
  • Creating materials that introduce Estonia and our industries to foreign partners or visitors.
  • For international events where the primary purpose is to introduce Estonia and our industries.
icon-small-x Don't use
  • Developing new visual identities for organisations or mixing up with other identities.
  • Creating materials representing a specific organisation or a company.
  • Internal communications within Estonia.

Which pages on the Brand Estonia web should you read?

Core messages
Main characteristic which are relevant to all materials introducing Estonia
Wordmarks
Instead of a logo we have wordmarks which create an association between Estonia and a specific industry
Imagery
The photos and videos introducing Estonia must be authentic and of high quality
Tone of voice
When writing copy adhere to the tone of voice of the brand

How to plan content and write texts according to Brand Estonia principles?

Consider if and to what extent you need help with planning content and creating messages and texts. Be sure to check if the messages you need already exist as Brand Estonia core messages or industry messages.

Plan content and messages based on facts.
Facts
  • In Estonia only 2 public services cannot be done online: marriage and divorce
  • 99% of prescriptions are digital
  • 1-2 min to declare taxes online
  • 96% of people declared their income electronically
Message

Estonia is a digital society

Keep the message simple and clear. This helps to leave enough space in layouts around text and images making them easily readable and the content more effective.
Simple message draws attention

eesti_brandis_sisu_koostamise_opetus_tellijale_dont

icon-small-x Too long message overcrowds the designs

eesti_brandis_sisu_koostamise_opetus_tellijale_do

When using the services of a professional copywriter, ask them to adhere to Brand Estonia core messages.

How to compile a brief?

Always use our template to write a brief

The brief template

Procurement and Brand Estonia

Be sure to refer to relevant pages on our website when using Brand Estonia in a procurement.

PROCUREMENT INSTRUCTIONS