Eurovision 2020 and 2021 identity by CLEVER°FRANKE

The Eurovision Song contest started 10 years after the end of the Second World War, as a way of helping unite Europe through music and creativity. Since it began with 7 European countries, the competition has gone out of its way to embrace new cultures and new talent. Today it welcomes 41 participating countries.

To emphasize this message, we developed a data-driven visual identity that honors the history of the Song Contest in a contemporary way, while leaving room for future growth.

The Eurovision Song Contest is a celebration of sovereign mentalities. Rather than looking at what divides us, we created something that unites.

Two editions

Initially, the event was scheduled in 2020, but due to the Corona pandemic, it was postponed until 2021. Eventually, CLEVER°FRANKE was asked to create the visual identity and logo for 2020 and a variation on the logo for the 2021 edition.

2020 identity

By using our custom-made software along with historical data, we designed an iconic identity that is an abstract representation of the flags of the countries participating in 2020. Adding the colors of the flags chronologically in order of the countries’ first Eurovision participation, the vignette vividly brings out the diverse, yet unified essence of the Eurovision Song Contest.

The identity is complex, consisting of multiple layers to explore. At first glance, it’s visually attractive and can be applied in many different ways, but there is a story behind it that complements the theme of Eurovision 2020 and 2021, ‘Open Up’. Both in static images and motion, we tied our design to this theme by using the logo in a way that it both brings out the unifying feeling and opens up through time.

2021 edition

The 2021 logo shows Eurovision’s connecting power in a minimalist and experimental way. It visually connects Rotterdam with all participating countries’ capitals and shows how all participants will come together again during the contest in Rotterdam in 2021. It symbolizes that we are open to everything the participants present to us. It portrays the event in a festive way by using the colors of the participants’ flags.