“Introduce Estonia” brand manual

“Introduce Estonia” is the second coming of Brand Estonia. It is part of natural evolution or the second step in a process that was started in 2002. While the platform of “Positively Transforming” introduced the main pillars of Estonia as a brand, the “Positively Surprising” elaborates, modernises and systemises them, bringing the brand significantly closer to practical communication.

The platform “Positively Surprising” helps us more easily to create clearly distinctive messages both for people abroad and locals, using a simple and inspiring system. The essence of both systems has been determined in the “Introduce Estonia” and “I Love Estonia” brand manuals.

A whole visual world has been subjected to the same platform – from colours to photos. From the “Introduce Estonia” toolbox you can easily find different elements and principles on how to use them. It is constantly being complemented. If you are among the people using the system and designing materials to introduce Estonia using means provided by the toolbox, so please send your opinions, proposals and questions to This e-mail address is being protected from spambots. You need JavaScript enabled to view it . This way you can be sure the system is living and continues to develop.