Creating a unique brand and visual identity for Eurovision 2023, hosted in the UK on behalf of a war-torn Ukraine, celebrating the power of music to bring people together, with 160 million hearts beating as one.
Working with BBC Creative and Ukrainian creative studio, Starlight Creative, we designed a vibrant, wider identity that celebrates the power of music, recognises the unprecedented nature of this year’s event, and captures the singular shared cultural experience that Eurovision brings to the world. Inspired by insight that experiencing live music together synchronises heart beats, our identity is an expression of unity, with 160 million hearts beating as one, and a declaration that music binds us all.
Entertainment & Gaming
With the unprecedented circumstances surrounding this year’s contest, our challenge was to develop a theme and a visual identity that expresses the spirit of Eurovision, the partnership between Ukraine and the UK and all the competing nations, and celebrates the power of music for millions of people around the world.
The typeface is ‘Penny Lane’, designed by a Liverpool-born typographer who grew up in the era of the Beatles. It’s inspired by the city street signs, and reminiscent of the bold, condensed style of typographic music posters. Copywriting pays playful homage to Liverpool’s famous song, “You’ll Never Walk Alone”.
Our approach was singular and confident, born from a unique insight – research showing that when experiencing live music together, human hearts physically synchronise to beat in unison. This insight inspired a creative idea that expresses the theme of United by Music and reflects the scale of the global audience of the event: 160 million hearts beat as one.
Following the official launch on 31st January #Eurovision2023 trended on Twitter in the UK at #1. When tickets released on 7th March the Grand Final sold out in 36 minutes, with all 54,000 tickets across nine live shows selling out within 90 minutes.
The visual expression for Eurovision 2023 is a sound wave of many hearts that beat together as one. The angle of the hearts echoes the iconic heart shape from the official Eurovision logo, with a concept that is as culturally relevant and accessible in the UK and Ukraine as it is across the world, with graphics adaptable to all the flag colours of all 37 competing nations.