Kratt visual identity
Client: Republic of Estonia, Ministry of economic affairs and communications
Role: Art director
Agency: -
Year: 2019
Kratt is a magical creature in old Estonian folklore. Its exact appearance is unknown, but many imagine it as a flying creature, formed of hay and other household supplies. In modern days, Estonian artificial intelligence applications are being called Kratts, due to their mysterious, but helping properties of the common user.
To capture this mystery and hint of folklore in the overall visual identity, it made sense to me that artificial intelligence led the way. I wrote a program and took the passenger's seat. With variables for differentiation, comparison, and consistency, I created a tool that generated thousands of logos. Hundreds of which, are in use right now. So even in modern times, nobody knows what a Kratt looks like. Because well, everyone sees different versions of it. Quite literally.
