I was born, raised, nurtured, and matured in Tartu, and last year the city of Tartu announced a public logo competition. I, not the shittiest designer in Estonia, immediately thought there was no better thing than to offer a logo to my hometown. I was in a great mood, and an idea formed and was ready in a couple of hours while discussing it with a friend. He proposed a slogan, and I made a graphic design.

Examining the terms, it became clear that it was a biased competition- only agencies with specific volumes and team sizes could participate. In other words, most freelancers and small design studios cannot participate. They didn’t look for the best logo or idea; it wasn’t an open competition. I then tried to find an agency to submit my work with, but unfortunately, nothing came of it.

I reacted to the situation publicly and criticized the process of the competition in the media. I was accused of being bitter that I couldn’t make a logo for the city. Yes, I’m bitter, but only because I couldn’t even participate and propose a logo for my hometown. I took it personally, that as a designer raised and educated in the city of Tartu is not allowed to submit a logo proposal for the city. 

Reacting to this situation, I unveiled my logo design, which now lives a life of its own alongside the official logo. Many people have started using this underground logo on various materials and events. Although the Tartu city government later sends them letters that they should use the official identity. My next decision is to make this logo public domain. Currently, I print market bags, stickers, and shirts myself. I gently insert this logo into people’s minds, and it won’t disappear. Watching how this thing develops between the official city logo and my underground logo is interesting. This is an entirely new situation in marketing.

However, I think the city has brought this on itself due to sheer stupidity. If all the designers had been able to participate freely, it would have been a win-win. I might not have won the competition, but I would have accepted and moved on. But not now. Now the whole result has a bitter taste for them. Especially because the official logo is just weak in design, and unfortunately, there was a suspicion of plagiarism as well.

Shirts with my design are now a rarity, having a punk status, and in Tartu, one can express opposition if they don’t like something in the city by wearing or carrying an alternative logo.