Tartu along with the rest of southern Estonia is the European Capital of Culture for 2024. The theme for Tartu and southern Estonia is "Arts of Survival", which is a vision for the future that values nature, humanity and various arts in the context of Europe and the rest of the world. The central values of the Arts of Survival are uniqueness, sustainability, awareness and co-creation. The concept itself is a visual metaphor nested in the fresh brand:
👉 To survive, one needs to make choices
👉 Choices lead to directions
👉 Directions open up new and exciting possibilities
👉 Possibilities can mean new unexplored paths
👉 The paths create connections.
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