Introduction

The University of Tartu is an indispensable part of Estonia’s cultural heritage. The history of the university is largely also the history of Estonia and Estonians as well as all the other people that have lived and do live here. This makes it hard to overestimate the importance of the University of Tartu.

The image of the university combines its dignified history as well as a youthful view of the future. An essential component of this image is the university’s visual identity, which has solemn elements as well as playfulness.

The face of the university is up to its people to develop. The style guide aims to establish a common direction and system to use as a basis for maintaining and developing the visual identity of the university. The requirements of the guide are based on the aims of each of the university’s units.

The style guide includes the principles for when to use the common design base (the inner circle) and when the units of the university can distinguish themselves and use a suitable style for sharing their message to their target audience.