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Enterprise Estonia drops boulder logo

Enterprise Estonia's boulder design.
Enterprise Estonia's boulder design. Source: (Enterprise Estonia)

Nearly one year ago, Enterprise Estonia presented a new, €250,000 visual branding toolkit meant for marketing Estonia, which included a boulder motif that quickly became the butt of a number of public jokes. The company has since decided to drop the boulder image.

A recurring theme in the brand toolkit was a glacial erratic (rändrahn), which was referred to publicly as the "puking hedgehog," among other unflattering nicknames, and while Enterprise Estonia will continue working with other elements of the project, the image in question has since been dropped from the toolkit, reported online news portal Delfi (link in Estonian).

The creation of the new brand cost nearly €200,000, and it turned out over the summer that another nearly €50,000 was likewise invested in the project.

The visuals featured on the Estonian brand homepage have noticeably changed as well, now featuring more square shapes and prominently lacking the boulder design.

Estonian brand project manager Liisi Toots explained that over the last year, Enterprise Estonia has worked together with its partners to continue steadily developing the portfolio of free photos and illustrations meant for use in promoting the country.

The concept was developed by the Estonian Design Team, which Enterprise Estonia convened last August. The Alari Orav-led team consisted of seven members, while a total of 20 people contributed to the project over a period of five months.

The platform was developed for use in Estonia over the next 10-15 years.

Editor: Aili Vahtla

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