Ahead of the Eurovision Song Contest 2023 taking place in Liverpool on 20th May, Stockport creative and marketing agency, Dawn, explains the concept and design behind this years’ branding.
The Eurovision Song Contest began in 1956. Throughout its almost 70-year history, the contest has taken on many identities, and from 2002 onwards, the winning country has created the concept and design to be used the following year.
Unfortunately, the previous year’s winning country Ukraine could not host the 2023 competition due to safety and security reasons. As 2022’s runner-up, the United Kingdom took the reins, and Eurovision 2023 is being hosted in Liverpool instead.
The 2023 branding was completed by Superunion (now Design Bridge) and Ukrainian agency Starlight Creative.
2023’s Eurovision brand identity considers this, incorporating Ukraine’s national colours, blue and yellow, into its brand identity, whilst sporting the tagline “United by Music”. This is a way of showing the UK and Ukraine coming together as one.
The agencies discovered research showing that when people listen to music together, their heartbeats synchronise. The “heartbeat soundwave” represents this beautifully, as the hero graphic of 2023’s competition. “The idea of 160 million hearts beating as one was a powerful yet simple thought”, said Superunion’s Stuart Bradford.
The typeface used is Liverpool-born Keith Bates’ Penny Lane, which is a sans serif derived from twentieth-century cast-iron signs displaying Liverpool street names. Using this typeface brilliantly ties in the City of Liverpool to this year’s branding.
Read more about the branding of previous recent Eurovision Song Contests on the Dawn website.
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