About a year ago EAS presented a new Estonian brand, webpage and a special “toolbox” with the digital templates, which Estonian entrepreneurs could use for sharing their information on the common grounds. One of the main symbol in that toolbox was a special kind of image of a boulder, which was by the public immediately compared to a “crying turtle” or “vomiting hedgedog”. Today the project will continue, but this special image is not in use any more. Could the critics from the public be the reason for that? Perhaps.
Estonian brand was created by the team of 7, in 5 years of work total 20 people contributed to the project. Project costs were close to 200 000 euros, last summer another 50 000 euros were invested. A year later you still cannot see branded boulders much in our everyday life, but EAS is optimistic – during a year in cooperation of its partners EAS has developed a lot of photos and illustrations, which could be shared free of charge and used while introducing Estonia. There are also manuals of using the toolbox in Internet and also the special Estonian shrift is in continuous use.
Looking at the Estonia brand´s website today you notice, that the visuals really are not quite the same any more – images are more square and famous “vomiting hedgehog” is nowhere to be seen.