The un-like brand refresh follows the same principle as their lighting: not to compete with the surroundings, but to give them character. In a world where almost everything has already been invented, differentiation stems from perspective. A clean, seemingly corporate brand system creates the scalability, while colors inspired by Estonian nature and products reflect its roots. At the heart of it all is an adaptable logo that shifts across time and media, at times understated, at times unexpected, but always un-like