2019 | Statistics EstoniaGraphicDigitalStrategicUser InterfaceBrandingUser Research

Statistics Estonia identity and digital brand book with design system for user interfaces

Data is the new gold and Statistics Estonia is all about data. We created their new identity. The concept is based on a structure, an underlying network of data-points that both describe and cause the condition we observe as the universe. These data-points give us the ability to track and extrapolate, to examine and explain the world, and the processes in it.

The logo symbol consists of nine, regularly distributed data points and Eesti Statistika logo wordmark.

These nine data points are representing the data behind everything and are connected to the grid behind it.

The logo symbol is also connected to the Unified Identity System of the Government of Estonia, by keeping the same proportions of the coat of arms and hinting that the State is, in its most basic form, data.

To ensure that the independent and unbiased analysis is abundantly clear, the identity is not a by-product of the State system, but rather a comment on it, or an x-ray look into it.

For the branding guidelines we developed a separate website with a modular content management system to make regular updates and edits to the progressive brand easily manageable. The branding guidelines website has guidelines and examples for graphic designers and digital designer to help maintain consistency across all channels and mediums where the brand is used. We also designed a digital user interface design system from small components to full blown layout examples.

The bold and clean style for illustrations gives the opportunity to the tell story behind the data.


  • Kreet Käärma Graphic & UI Designer
  • Laurence Duchemin Art Director
  • Janno Siimar Creative Director
  • Raik Ilves Developer
  • Kadri Ann Mikiver Producer, Branding


  • Kuldmuna Rebranding (Bronze)
  • Selge sõnum Clear message promoter (Special mention)
  • Baltic Best GRAPHIC DESIGN (Bronze)