New brand assets

The Brand Estonia toolbox includes hundreds of new photos and videos from 2025. Search has been improved with AI tagging to make finding the right assets faster and easier. We are planning major improvements to the toolbox in 2026.

New brand video "Experience the new normal"

This year, we released a new Brand Estonia video that introduces Estonia as we experience it ourselves: digital, safe, smart and full of future potential. The video brings together the everyday qualities we call “normal” in Estonia, yet which visitors often view with surprise and admiration.

Created by Optimist Creative and narrated by musician Yasmin, the video is available for download at toolbox.estonia.ee

The video is localised and translated into German, Danish, French and Korean languages.

New video and photo series "Rooted in Estonia"

Brand Estonia released a new series of photographs and short videos named "Rooted in Estonia" showcasing Estonians whose achievements have significantly strengthened Estonia’s visibility and reputation worldwide.

The series features Bolt founder Markus Villig, Starship founder Ahti Heinla, Racer Worldwide founder Mihhail Zigadlo, athlete Kelly Sildaru, scientist Lili Milani, musicians Katariina Kivi and Ann-Lisett Rebane of Duo Ruut, e-Residency founder Taavi Kotka, and sculptor Edith Karlson.

The creative concept was developed by AD Angels, with photography by Krõõt Tarkmeel and videography by Kristjan Taal.

This is the largest photo project in the history of the Estonia brand, and all materials are freely available for anyone promoting Estonia at toolbox.estonia.ee.

Ahti Heinla is one of Estonia’s most visionary minds – the co-founder of Starship Technologies and formerly the Chief Technical Architect of Skype. His impact on global communication and autonomous technology is immense, yet his story is deeply rooted in Estonia’s culture of curiosity, experimentation, and civic spirit.

Duo Ruut is the meeting point of two creative minds – Ann-Lisett Rebane and Katariina Kivi – who have turned a single Estonian kannel into a world-traveling conversation between voice, strings, and tradition.

Estonian sculptor Edith Karlson is one of the country’s most compelling contemporary artists. Her sculptural installations blur the line between the mythical and the deeply personal, offering physical forms to feelings we struggle to name – longing, loss, identity, transformation.

Kelly Sildaru is Estonia’s most celebrated freestyle skier, a world-class athlete whose career has been defined by style, consistency, and the courage to keep pushing forward no matter the setbacks.

Lili Milani is a scientist whose work connects Estonia’s genetic research with everyday healthcare. As Head of the Estonian Biobank and Professor of Pharmacogenomics at the University of Tartu, she leads projects that bring precision medicine closer to reality.

Markus Villig: the young Estonian entrepreneur behind Bolt’s global mobility revolution. At 19, Markus Villig launched Bolt (then Taxify) with a €5,000 loan from his family, turning it into one of the world’s leading mobility platforms.

Mihhail Zigadlo is the founder and creative force behind Racer Worldwide, an Estonian streetwear brand that fuses nostalgic storytelling with bold, boundary-pushing design. Launched in 2017 when he was just 16, Racer began as a school project – not with a plan, but with a drive to create something cool with friends. What started as a few film-camera photos on Instagram evolved organically into a globally recognised brand shaped by curiosity, experimentation, and collective energy.

Taavi Kotka has spent his career turning ambitious ideas into the foundations of a digital nation. As Estonia’s first Chief Information Officer, he led the country’s e-governance strategy and helped make Estonia a global model for how technology can transform public life.

A more readable Aino headline font

This year we also updated the Aino headline font to improve readability across different formats and languages. The slightly heavier cut makes the font clearer on screens, in print and better visible at distance, while keeping the character and recognisability of the original Aino design.

Download the new font