Eurovision Song Contest Identity: Celebrate Diversity

The corporate identity of the Eurovision Song Contest 2017 in Kyiv was based on the motto of “Celebrate Diversity”. The identity aimed at epitomising the values of the contest, which invites participants from all European countries and beyond to gather in a celebration of cultural similarities and differences by enjoying great music. The search for a symbol that could simultaneously represent the Ukrainian culture and the mission of the contest lead to choosing the traditional Ukrainian necklace and reinterpreting it in a modern way to form the basis for the visual identity. Following the idea of “Uniting Europe, bead by bead”, the individual beads of the necklace symbolise both the participating artists and the countries, with each bead being as individual as the entire piece of jewellery itself. Bead for bead, they feature a unique appearance based on stripes, stars, crosses or dots in different sizes, and yet they are unmistakable as belonging together and forming a unity. In addition, they offered a wide range of playful applications in both analogue and digital media.

The idea of basing the corporate design for the Eurovision Song Contest 2017 in Kyiv on the appearance of a traditional Ukrainian necklace is both powerful and outstanding. The distinctive look of the beads stands for the individuality of each participating country and artist and works convincingly across all media. Whether used in animation or printed on an umbrella or T-shirt, it succeeds in conveying the joy that this competition delivers.

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Over the past decade, my views on visual branding have evolved away from traditional logos being the cornerstone of a brand.

I’m now more inclined to think in terms of developing a unique look composed of various visual elements that can be used in various ways to form a distinct personality. This look or brand might involve consistent colors, shapes, typography, motion, sound, attitude, etc., and it might not necessarily depend a traditional logo at all.

The Eurovision 2017 branding is right in line with these thoughts.

Instead of a single logo, this distinctive identity depends on the use of color and the consistent but unexpected playfulness in the diversity of how various circular bead-like objects interact. And that diversity of components all come together in a well-defined and distinctive visual identity that represents this particular Eurovision’s theme of celebrating diversity.

Just my opinion, but the concept behind the branding of this Eurovision contest was brilliant.


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