Updated brand story and offering

Time for changes

The current brand — including core messages, values, and visual identity — was introduced in 2017. Over the past seven years, visual assets have undergone significant development and expansion, but the brand core has remained largely unchanged. The only major exception was the addition of "Democratic values" as the fourth core message in 2022.

One of our main tasks for 2024 was to evaluate whether the core messages remain relevant or require updating. We undertook a thorough process involving interviews, desktop research, analysis, and grouping of findings, followed by distilling the information into distinct themes, testing wording, and iterating improvements.

We were pleased to conclude that the main themes still resonate but also identified several areas for refinement. These changes combine to create a cohesive system in which each component serves a distinct purpose.

Our principles - doing things the Estonian way

In 2017, we defined our values as Nordic, smart, and surprising. Over time, these values came to describe only our visual language. Research revealed that there is a uniquely Estonian way of doing things that should be defined and integrated into the brand core.

Welcome: Our principles

• Make shortage an advantage
• Be driven by discontent
• Have a heart and a backbone
• Sometimes it takes a village

Our story

Previously, our story was merely a combination of our core messages. It lacked a central idea — a defining characteristic that sets Estonia apart and articulates our role in the world. While defining a country is never simple, one theme consistently emerged during interviews and discussions: the scope, speed, and success of Estonia’s recent transformations.

Thus, “Succeeding at change is our superpower” became the centerpiece of our story. This statement resonates deeply and provides a clear focus for aligning our future actions and communications, especially in an increasingly unpredictable world where the adaptability and resilience of small nations are vital assets.

Succeeding at change is our superpower

Having built an economically thriving liberal democracy and the most advanced digital society in just thirty years, we are experts at change, innovation, and efficiency. Estonia gives the world in flux an example to follow. 

Offering

We redesigned "Core Messages" to “Our Offering” and revised the content to more clearly express the value Estonia brings to the world.

Instead of four core messages, our offering now consists of five key topics: digital society, entrepreneurial mindset, integrity, education, and sustainability.