The goal of the competition was to find a long-term partner to develop a visual identity for the Estonia 100 centenary celebrations. A partner was also sought to introduce Estonia as the holder of the Presidency of the Council of the EU in the second half of 2017, to help develop key messages and visual solutions that will support Estonia’s image in Europe as a smart and innovative country with a clean living environment.
A total of eight conceptual designs were submitted to the competition, of which five focused on the EU Presidency and three focused on Estonia’s centenary. Two of the entries, including the winning design, were submitted as a joint solution for both events.
“I consider the competition to have been a success since the participants included Estonia’s large and experienced creative agencies who correctly assessed the large amount of work that will be involved”, said Jane Oblikas of the Estonian Design Centre who headed the jury for the competition. “Although the task was complicated, the jury was still able to choose from among a number of very good ideas and well thought-out solutions,” added Oblikas.
According to Oblikas there were inclusive and playful ideas, as well as ideas that represented the two most important Estonian narratives well. “The winner was the most visually clean joint solution that had the simplest images, which communicates both the idea of a century and the message of balance. But the real work is just beginning, so more power to the Identity team,” added Oblikas.
The Estonia 100 part of the winning conceptual design was unveiled today while Government Office will disclose the design for the EU Presidency in April, as this is normally done by the incoming member state just before the start of its Presidency.
The conceptual designs were evaluated by a 10-member jury headed by Jane Oblikas (Estonian Design Centre) which also included Ilona Gurjanova (Estonian Association of Designers), Jaanus Tamme (Estonian Association of Marketing Communication Agencies), Alari Orav (Estonian Design Team, Enterprise Estonia), Aive Hiiepuu (Estonian Public Relations Association), Anu-Mall Naarits (Marketing Institute of Estonia), Maria Alajõe (Government Office), Anneli Ohvril (Government Office, Estonia 100), Tiina Urm (Government Office, Presidency of the Council of the EU) and Sean Larkins (WPP Government and Public Sector Practice).
The conceptual design “Sõrmejälg” (Fingerprint) was awarded second place among the entries for the Estonia 100 celebrations with a prize of 3,000 euros. This work was submitted by the creative agency Tank (Joel Volkov, Villem Valme, Kadi Mikiver, Grete Gutmann, Risto Luhalep). The jury decided not to award a third prize.
The jury also awarded second place to the conceptual design “Mets” (Forest) submitted by Velvet agency (Kristian Kirsfeldt, Siim Tikk, Magnus Haravee) in the competition for the EU Presidency with a prize of 3,000 euros. Third place and 2,000 euros were awarded to “Sõrmejälg” by Tank creative agency.
Government Office will begin negotiations with the winning agency to conclude a contract for the development of creative solutions. The contract for the Estonia 100 centenary celebrations will be valued at approximately 150,000 euros while the estimated valued of the contract for the EU Presidency is 100,000 euros.