One brand. Everyone's to use.

The Brand Toolkit helps partners, institutions, media and creators tell Ethiopia’s story with clarity and consistency. Explore the national narrative, practical writing guidance and resources for presentations, publications and digital channels. Use these materials to connect Ethiopia’s origins with its future, following the guidance accompanying each resource.

Brand Story

Short Brand Story

Ethiopia is where extraordinary origins meet new possibilities.

From humanity's early story and the origins of coffee to living heritage, African diplomacy, sporting achievement, changing cities and future ambition, Ethiopia connects what it has inherited with what its people continue to build.

Land of Origins.

Guidelines

Connect origins with the future
Use Land of Origins as the central message. Connect heritage with contemporary people, experiences or developments. Show how Ethiopia’s story continues to evolve.
Write with warmth and confidence
Welcome readers with direct, assured language. Let specific stories demonstrate Ethiopia’s strengths. Avoid exaggerated praise, defensive claims and comparisons that diminish other countries.
Keep the language clear
Use short sentences and familiar words. Explain technical terms and spell out unfamiliar abbreviations. Make the message understandable to someone discovering Ethiopia for the first time.
Represent Ethiopia’s diversity
Reflect the country’s different communities, regions and generations. Describe people respectfully and give their experiences context. Avoid stereotypes or presenting one tradition as universal.
Verify every factual claim
Use reliable sources and include reporting dates for figures. Distinguish completed achievements from ambitions. Check names, quotations and statistics before publication, and update information when it changes.
Use brand resources consistently
Use the approved narrative and the correct version of each resource. Follow its accompanying guidance, preserve required credits and respect usage conditions. Keep the central message consistent across channels.

Inspiration

Event introduction
Welcome to a conversation about Ethiopia, Land of Origins. Through living heritage, coffee culture and contemporary ideas, we invite you to meet the people shaping its next chapter and explore the connections between where we come from and what we can build together.
Partner description
Our partnership shares Ethiopia’s story through people, ideas and experiences that connect its origins with its future. We bring this message into our communications with clear language, verified information and respect for the diversity of the communities represented.
Public caption
Coffee is an invitation to connect. In Ethiopia, the ceremony brings preparation, conversation and hospitality together in a living tradition. Discover a story that travels from its origins into everyday moments of welcome. Land of Origins

The identity

The mark

Primary lockup

ኢትዮጵያ

Latin & Ethiopic

Ethiopia Green#0B3D2E--color-ethiopia-greenPrimary brand field
Deep Green#04120D--color-deep-greenCinematic backgrounds
Heritage Gold#C9A227--color-heritage-goldAccent and emphasis
Warm Gold#E2C163--color-warm-goldHighlight on dark surfaces
Ivory#F8F5EE--color-ivoryEditorial page ground
Charcoal#12171A--color-charcoalBody text
Surface#FFFFFF--color-surfaceCards and panels
Muted#6D7A74--color-mutedSecondary text

Downloads & templates

Brand logo package
Use the nation brand logo to identify communications that tell Ethiopia’s story. Select the version suited to your material and follow the accompanying placement and reproduction guidance.
Usage: Use approved files without altering their proportions, colors or lettering.
Download logo package
Photography collection
Explore photographs of Ethiopia’s people, places, living heritage and contemporary life. Choose images that support the story you are telling and represent their subjects with accuracy and respect.
Usage: Check permissions and reproduce the required credit for each image.
Explore photography
Presentation template
Introduce Ethiopia’s national story through a consistent presentation format. Use the template to organize your message, connect heritage with contemporary developments and present verified information clearly.
Usage: Follow the template guidance and replace sample text with checked content.
Download presentation template
Social media templates
Bring Ethiopia’s story to digital audiences through consistent social media posts. Use the templates for clear messages about people, heritage and contemporary developments, paired with relevant, verified information.
Usage: Use the format suited to your channel and check text and image credits before posting.
Download social media templates
Brand writing guide
Find practical guidance for writing about Ethiopia with warmth, confidence and clarity. The guide covers the central narrative, inclusive language and the use of evidence across communications.
Usage: Apply the six writing rules and check facts before publication.
Download writing guide
Brand story text
Access short, medium and extended versions of Ethiopia’s brand story. Choose the length that suits your communication while keeping Land of Origins as the central message.
Usage: Use the supplied versions consistently and verify any additional claims you introduce.
Download brand story