Ahead of the 2025 Eurovision Song Contest in Basel, Switzerland in May, the brand identity has been unveiled. The design was created by London-based creative agency NOT Wieden+Kennedy and reflects the essence of Swiss design.
The core of the design is the 'grid'. Inspired by the symbol of Swiss graphic design and the style that emphasizes systematization and order, the team developed an original grid system in the shape of a heart. As the heart has become a core element of the Eurovision brand, various visual elements such as patterns, flags, video graphics, and typography will be created based on it.
“Eurovision has recently changed its strategy to focus on building brand equity rather than creating individual logos each year,” explains Adam Rix, creative director who oversaw the project. “The key challenge was to create a brand identity that was unique to Basel, while also ensuring consistency across the entire Eurovision brand.”
The typography was done by Ian Partey of Swiss type studio Newglyph. He recently garnered attention for his work on the Swiss passport font, and the Eurovision 2025 typeface is simple yet international in feel.
Also, the official mascot 'Lumo', which was unveiled for this competition, is also a hot topic. Lumo is a character designed by student Lynn Brunner of the University of Art and Design Basel (FHNW), and symbolizes the energy and diversity of music. With her curly hair that rises like flames, bright colors, and a singing expression, she symbolizes the passion and solidarity of music. Lumo, a genderless neutral being, will meet citizens in various places in Basel starting in May.
