Q: How strict are the instructions on visual identity provided here? Do you have to follow them word-for-word?
A: These instructions have been worked out to ensure Estonia has a uniform image all over the world. But they are only guidelines, not rules set in stone. The main purpose of the instructions is to ensure continuous structure of the visual language and correspondence of content to the Positively surprising communication platform. When it comes to more creative and complicated works (ambient, TV, special solutions), there might be very good reasons for interpreting the system differently taking into consideration the character of media used. This clearly has its limits. The main core of the visual identity has to remain the same. The most important element is the Welcome to Estonia logo, the pattern and the colour palette. One has to know how to evaluate his/her own job objectively. For help use the Welcome to Estonia brand manual.
Q: What colours should I prefer, the brighter or the duller ones?
A: We recommend the brighter colours. Estonia is a country of little light, which means that most photos of Estonia have a similar slightly blueish and dull gamma. Bright accents help you make the commercial more visible and catch the target audience’s attention. Even if the material does not include a picture, the brighter colours add self confidence to it and are more visible. Of course the exact choice of colours first of all depends on the context. Luckily the system is flexible enough always to find the best combination to convey your message.
Q: If I have to choose whether to use a very small Welcome to Estonia logo or a slightly bigger Positively surprising with the word Estonia, which one do I choose?
A: Although the Welcome to Estonia logo is one of the most important elements of the graphic identity, it becomes illegible when too small. In that case it is wiser just to use word Estonia with the slogan.
Q: My commercial has to refer to a specific web site and showing the address is absolutely critical. Where should I locate it?
A: All information relevant to the content of the commercial has to be located on a picture. Graphic identity imposes the frame and elements related to it. These cannot be changed. However, all designers are free to design the content of the commercial. We expect you not to use the web site address in headlines, but the address can easily be accentuated in body copy using underlining or separate line for it.
Q: If I cannot find a suitable picture from the Introduce Estonia’s photo bank, what do I do?
A: Use exactly the kind of photo that you need the most to express your conception. Find it from another bank, take it yourself or let someone take it for you. It is important, that the commercial as a whole corresponds to the Positively surprising platform.
Q: If my campaign takes place in a country, where the international name Estonia is not used, can I use the translation used there (i.e. Estland or Viro)?
A: No, you cannot. Introducing Estonia to the world is still in an early stage. We have to keep our image as constant as possible. Estonia is the most wide spread name for the country around the world. And even if another name is used in the specific country, it is easiest to find information about Estonia via search engines using the word Estonia. The only exception is Russia, where Estonia is written in Cyrillic and the slogan is translated into Russian.
Q: What will happen to the area-based colour logic, when I have to make a black and white commercial?
A: Hopefully this will not happen. But even if it did, you should use the logo and the slogan according to the instructions for black and white use, and give up on the gradients – this has no meaning in this context. In case of a black and white commercial it is extremely important to have content relevant to the target audience, and the necessary contrast should be given through picture and/or message.
