The name Eesti Post will be retained for post offices and the mail delivery service, and will be the legal name of the company in Estonia.
The internationalisation of the company and enlargement of its domestic market from Estonia to Latvia and Lithuania have driven the need for the new trademark.
Chairman of the board Aavo Kärmas said, "The change is also needed because the brand name Eesti Post is strongly associated with postal services, which have been playing an ever-diminishing role in the company’s business over the last decade, and the name is not identified with the nature of contemporary communications and logistics solutions. Eesti Post has become an international logistics company in recent years, which is why a brand name connected only to the postal sector no longer fits with the company’s business strategy for the future."
The new name Omniva is derived from the Latin word omni, which means all-inclusive, all in one, everything. In this, the company is expressing its ability to offer customers all-in-one solutions. It is also very similar to the word omnivagus omniva word that means "wandering everywhere."