Ahead of Eurovision 2025, branding and design agency NOT Wieden+Kennedy has today unveiled the visual design identity for this year’s competition.
According to the agency, the new identity focuses on the idea of musical unity: “people across the world, united by music”.
The new branding features a colourful grid made up of hearts to represent people coming together from across the globe.
It also displays a typeface designed by Ian Party, a Swiss typographer.
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Artur Deyneuve, art director of Eurovision 2025 said: “They say, ‘Once a Wieden+Kennedy, always a Wieden+Kennedy.’ As someone who’s worked there before, it truly felt like coming home; collaborating once again with such a talented and passionate team was an absolute joy. This project was a perfect reminder of that spirit. It was a real pleasure working with NOT Wieden+Kennedy on the Eurovision 2025 identity.
“They delivered something truly special: a deceptively simple design system that’s incredibly rich, flexible, and perfectly suited for an event of this scale. It gave us the freedom to explore so many creative directions, while still holding everything together with a cohesive and instantly recognisable visual language. This kind of design thinking is unlike anything done in previous years. It’s playful, it’s pure Swiss and it’s perfectly Eurovision.”
The design will be used to decorate Basel, host of this year’s competition, including its buildings and the stadium. The design can also be found on broadcast graphics, social media content and interactive voting systems.
Lilia Quinaud, senior designer, NOT Wieden+Kennedy, added: “I love that as soon as the identity was out, we saw fans using the heart grid to recreate flags and graphics. It shows how flexible and simple the system is, and how it grows and develops together with the community. It’s really special to be a part of something that touches so many people — and create work for fans who care so deeply.”
