Unveiling the brand to anchor Toronto’s International Estonian Centre
Thursday, 25 March 2021 07:00
Eesti Elu / Estonian Life Online
Over 750 Respondents Weighed In Across 5 Continents
Toronto, Canada - As groundbreaking is imminent to begin building the award-winning new International Estonian Centre, we are thrilled to announce the Centre’s new name and brand identity. Over 750 members of the Estonian community and beyond offered their input on naming the dynamic new hub for Estonian culture and innovation slated to open in 2022 in Toronto. The International Estonian Centre will be known as KESKUS.
The name KESKUS, Estonian for “centre” and a combination of the individual words “KES=who” and “KUS=where”, lends personality and invokes curiosity. KESKUS was determined as part of a broader branding exercise, which has also led to a distinctive new logo. The logo incorporates the beautiful colours of the Estonian flag while lending a distinctive look and feel to the brand.
The new International Estonian Centre will consolidate the largest Estonian community in Canada. KESKUS aims to attract local community, events, businesses and organizations and be a foundation for Estonians and their friends not only locally but from around the globe. The 33,000 sq. ft. hub will be a vibrant gathering place for Estonians of all generations and backgrounds to connect, celebrate, and share Estonian culture and achievements with each other and the world. The opening of the Centre is slated for the back half of 2022.
The new KESKUS name and logo will be used to tell our story, as well as in all communications such as the Centre’s website, promotional materials and signage. It will establish a strong and lasting brand to complementthe Centre’s position as a forward-thinking cultural landmark that reflects Estonian heritage while welcoming all users. Global Input For A Global Hub
The branding process began at the end of 2020 – we were looking for a name that would be engaging and one that would:
- create depth and warmth to the Centre
- arouse curiosity
- set the building apart, making it attractive for events and conferences
- resonate with the uniqueness of the architecture
In addition to sharing thoughts on the KESKUS name, survey respondents were asked to provide their thoughts on how they would use the Centre, the kinds of activities they envisioned attending and what kinds of images and symbols best define Estonian culture.
Key survey findings include:
- 85% of survey respondents feel that the new Centre will engage families and individuals to participate in cultural activities and events.
- 84% of survey respondents agree that the Centre will present opportunities for international visitors
- 84% of survey respondents look forward to sharing the Centre with family and friends— including non-Estonian friends
- 84% indicated that the International Estonian Centre gives them an opportunity to share their culture with the city of Toronto, the province of Ontario and beyond.
KESKUS, the International Estonian Centre in downtown Toronto, will be a dynamic hub showcasing our rich heritage and promoting Estonian innovation. It will be a vibrant gathering place for Estonians of all generations and backgrounds to connect, celebrate, and share our culture and achievements with each other and the world.
Located next to Tartu College and along the Bloor St Culture Corridor, KESKUS will serve the Estonian diaspora and the local Toronto community by consolidating services, community events and organizations into one location.
Media Contact: Ellen Valter