CVI upgrade for Tartumaa Omavalitsuste Liit

Tartumaa Omavalitsuste Liit (TOL) is a regional organization uniting local municipalities and promoting long-term development and cooperation in Tartumaa County. Their mission emphasizes strategic leadership, balanced decision-making, and strong local identity.

Challenge

TOL’s existing brand assets consisted solely of a bright yellow logo and a minimalistic logo guide. The color was visually dominant and difficult to use across different formats. Additionally, the existing graphic language – derived from a sharp, grain-inspired emblem – did not reflect the organization’s human-centered mission of uniting communities and municipalities.

Solution

I led a visual identity enhancement process focused on usability, coherence, and symbolic meaning. Key updates included:

Expanded color palette

Starting from the existing yellow, I introduced supportive shades: river blue, lake blue, and a client-requested purple. To soften the dominant yellow, I added a light yellow, a natural linen tone, and a deep brown – each derived from the original color.
To validate these choices, I conducted a color perception survey using Google Forms, testing various combinations and gathering insights into how people emotionally associate different tones with the brand’s identity.

New graphic elements

I created a flexible visual system using abstract organic shapes – dots connected with diagonal lines – symbolizing both connection and the flowing nature of Tartumaa’s rivers. These elements now support visual storytelling in both print and digital materials.

Style guide improvements

I transformed the initial logo manual into a more comprehensive brand guide, ensuring color-accurate files, updated formatting, and greater design consistency.

Outcome

The result is a refreshed, accessible, and more flexible visual identity that honors the original logo while enhancing the brand’s ability to communicate across formats and audiences. It empowers the client to present themselves as both professional and community-oriented.