Siuru – Tartu Cultural Centre

Giving wings to a forthcoming cultural institution

Siuru – Tartu Cultural Centre

Contributions

Brand Strategy, Brand Identity, Brand Narrative, Brand Platform, Brand Voice, Logo Design, Motion Design

Awards

Best of Estonian Advertising and Design,
Grand Prix 2025 
Best of Estonian Advertising and Design,
2 x Gold Award 2025 
Best of Estonian Advertising and Design,
Silver Award 2025

Industry

Arts & Culture, Destinations, Public Sector

Culture has always been a pillar of Tartu’s identity—just as it will be the driving force guiding Estonia’s second-largest city into the future. There’s no Tartu without its cultural scene, just as there’s literally no “Tartu” without art—just look at the word itself.

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In this spirit, Tartu’s new cultural center, Siuru, will open its doors in 2029.

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Anticipation is high but it comes with many questions: What will Siuru be like? What will happen there? And since it’s about culture, the questions run even deeper—what is art? What is culture? What is language?

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And… what is Siuru? A cultural center—or a magical wonderbird from Estonian folklore?

Siuru is an art museum—and it’s not an art museum. It’s a library—and it’s not a library. It’s a movie theatre—and it’s not a movie theatre. It’s a cultural centre—and it’s not.

In the same way, Siuru is not a building, nor a logo, nor a name—the word is not the thing, and the map is not the territory. They are merely representations.

This treachery of images and words is an idea that has fueled philosophers and artists throughout history—and continues to do so.

This applies to Siuru as well. It lies at the heart of Tartu, at the center of its cultural life—but ultimately, it is the people who bring Siuru to life. Those who pass through its pillars give Siuru its true meaning.

Siuru’s logotype is inspired by its future building—specifically its pillars, modularity, and the visual rhythm of its facade. This concept is embodied through the use of the modular typeface Newfound Type, designed by Estonian type designer Aimur Takk, which is based on the wooden letter collection at the Tartu Printing Museum.

Newfound Type and its modules

Siuru is, first and foremost, a platform and structure for culture—but at the same time, it is the antithesis of a cage. It’s not meant to confine culture, but to set it free, symbolizing the freedom of interpretation and action.

As a testament to this thinking, the logotype serves as a versatile and dynamic platform for content, both in physical and digital spaces—much like Siuru itself. Along with their vertical form and rhythmic design, both the wordmark and the forthcoming cultural centre share a multi-functional nature, creating endless possibilities through the combination of resources, shapes, and ideas. The wordmark can even transform into Siuru itself—the magical wonderbird from Estonian folklore!

“The development of a new cultural centre is a long and complex process. It is rich in detail, involves many people, and requires the big idea to be presented consistently.

That’s why I’m thrilled that BOND saw the task at hand exactly as we did: when creating something new and significant, it is essential to have a shared understanding of what the centre stands for and who it will represent. In other words, the first step is to craft a vision and a story of what this new entity will become.

And now, we have the tools and means to communicate this, and we’re already doing so with great success.”

Aavo Kokk

Director of the Cultural Centre