Sirje Juurikas is a handicraft artist and educator from the island of Hiiumaa, Estonia – the same island where I grew up. Her work is deeply rooted in local craft traditions, combining knitting, crochet, embroidery, and textile techniques passed down through generations.
For decades, Sirje has been dedicated to preserving and sharing Hiiumaa’s rich handicraft heritage, both through her own work and through teaching others. The logo was developed as an elegant monogram combining the initials S and J. The central needle and flowing circular form reference the tools and materials of textile craftsmanship, creating a simple yet distinctive mark that reflects precision, creativity, and the handmade character of the work.
A soft and natural color palette was chosen to reflect the warmth and authenticity of handmade textile work. Shades of gold, beige, black, and white create a simple and timeless foundation for the brand.
The combination of Karla and Arvo balances modern clarity with a touch of tradition, helping the identity feel both contemporary and connected to the world of craftsmanship.
