Eurovision 2025: A Creative Branding Revolution Inspired by Swiss Heritage
Eurovision 2025 is set to take the stage in Basel, Switzerland, and with it comes an innovative branding identity that beautifully intertwines the competition’s iconic history with a nod to the Swiss design legacy. This year, the visual identity has been crafted by the talented team at Wieden+Kennedy London, whose design division has transformed tradition into a stunningly modern art form.
A Heartfelt Gridiron: The Foundation of the New Brand
The core of the Eurovision 2025 branding strategy revolves around a unique grid system—a hallmark of Swiss style. However, this is no ordinary grid; it has been creatively reimagined using hearts, a symbol that resonates deeply with Eurovision’s enduring themes of love and unity.
“In the past, Eurovision created specific logos for each event; however, recent years have highlighted the importance of a cohesive brand identity,” explains Adam Rix, head of creative and design at Not Wieden+Kennedy. This shift aims to cultivate a consistent core brand identity that not only reflects the vibrancy of Basel but also reinforces the foundation of the Eurovision brand.
Crafting a Distinctive Identity: The Art Behind the Design
The heart grids serve as a dynamic blueprint for a variety of design elements, from halftone-style patterns to lettering that will grace flags, film clips, and promotional materials. Typography for this year’s event was expertly curated by Ian Party, a typographer from the Swiss type studio Newglyph, who has previously lent his skills to redesigning Swiss passports.
Artur Deyneuve, the art director for Eurovision 2025, commented on the project, stating, “We managed to deliver something truly special: a deceptively simple design system that’s incredibly rich, flexible, and suited for an event of this magnitude.” The agency’s innovative approach offers a realm of creative possibilities, all while maintaining a cohesive and recognizable visual language.
Unifying Elements Across All Touchpoints
The visual identity of Eurovision 2025 will span various platforms, including venue decor, stage setups, TV graphics, and social media channels. This approach not only energizes the experience for attendees and viewers alike but also solidifies the brand’s prestige in the international arena of live entertainment.
In today’s rapidly evolving world, where branding plays a crucial role in event perception, Eurovision’s embrace of contemporary design reflects a bold commitment to both heritage and innovation.
Conclusion: A Bright Future for Eurovision Branding
As Eurovision 2025 approaches, the combination of Swiss precision and the heartwarming motifs of love and unity promises to create a memorable and visually captivating experience. With a powerful brand identity that resonates on both local and global levels, the event not only looks toward the future but also honors its esteemed past.
For more insights into the design processes behind this year’s event, check out Not Wieden+Kennedy and Newglyph.
This thoughtfully crafted branding lays the groundwork for a Eurovision experience that is both groundbreaking and timeless, ensuring that the event remains a highlight on the global cultural calendar.
