MP: Renewal of Estonia's visual brand waste of money

"Welcome to Estonia" logo as seen in Tallinn Airport in 2002. (Postimees/Scanpix)
8/1/2016 9:19 AM
Source: BNS
Category: News

According to MP Marko Mihkelson, renewing Estonia's visual brand is simply wasting 200,000 euros, especially as the "Just ESTonishing" branding concept put forward for free by Dutch national Peter Kentie has already gained widespread popularity.

Mihkelson believed that Enterprise Estonia (EAS) should focus on developing Estonian entrepreneurship instead of being a financial institution based on EU financing for funding various projects.

He added that the Estonian people have already taken to Kentie's concept.

Last Wednesdays, EAS called together a design team tasked with drawing up the visual language of Estonia's new brand by the end of the year.

Last week, Estonian daily Postimees also reported that EAS communications chief Priit Pruul had told them that EAS' marketing chief Piret Reinson had been in regular contact with the Dutch marketing expert and that EAS was planning on likely using elements of Kentie's idea.

Estonia's brand renewal is being financed from EU Structural Funds. The project, which is slated to be completed in time for the Republic of Estonia's centennial in 2018, is to cost 200,000 euros. Estonia's previous brand, "Welcome to Estonia," which dates back to 2002, cost a total of 13 million Estonian kroons, or approximately 830,000 euros.

Editor: Aili Sarapik

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