Visual identity for a cultural brand

Kultuurikompass (Culture Compass) is the capacity building programme of Tartu 2024 European Capital of Culture, bringing together ambitious and responsible cultural managers in Southern-Estonia. The programme aims to inspire them and encourage experience sharing by conducting open forums.


How to find a balance between being informal yet professional?

Defining and developing a visual identity for a new brand is always an exciting opportunity. To visualize a system for Culture Compass, an understanding of its DNA was necessary. The result of the foundational work gave valuable insight, yet created a challenge, too.


A combination of motifs

The visual identity – based on the brand's DNA – is informal, yet professional and implies a sense of flexibility.

The logomark is a combination of motifs: progress, reaching a goal, and compass. The colour palette is vivid and bold, consisting of four main colours. It is also directly linked with Tartu 2024's brand. The typography features an easy to read, but a bit quirky sans-serif Sinkin Sans adding personality. The prominent part of the visual language is the hand-drawn line style.


A success story reaching many people around Europe

The first Culture Compass forum took place in January 2019. By the end of 2020, two international forums, six local forums, and two side events have taken place. It is safe to say the brand has been a success story reaching many people around Europe.


The client said that …

"Kultuurikompass is a trendsetting forum for cultural organizers and creators, to which Homne created a fresh and high-quality visual identity. From our collaboration, I would particularly emphasize the methodological approach and commitment of Jakob and Mikko."

Kalle Paas
Tartu 2024 European Capital of Culture
Head of Communication and Marketing Division

Me & Them

Agency: Homne Agentuur
Role: Design Lead, Strategy
Together with: Mikko Leo Selg

Photography: Mana Kaasik, Kiur Kaasik


© Jakob Päll 2021