This week saw the launch of the Basel 2025 branding. While the Eurovision Song Contest has an overall look, each host city and year carries their own look reflecting the city, the country, and the values of the Contest. Artur Deyneuve is leading the team for Basel. ESC Insight’s Ewan Spence sat down with Artur following the launch to find out more about this year’s identity.

They talk about several topics, including…

“It was around August. There was a day that I was working super late, I was having one of those days of creative deep dives.  You are just there, on the internet, looking around. Is an idea going to come? At some point, I was surfing on the web and came across this meme. … and the moment I saw this meme of two years coming together to shape a heart, I felt goosebumps over my body. I felt a little bit of ‘boop!’ in my stomach and I was like ‘yeah, this is it, there is no other story’.”

“We looked into Liverpool; a nice typeface, all caps, san serif, nice. We looked at last year, and oh, all caps and serif are included as well. All caps… looks like everyone likes to shout at us. This typography is just shouting in my face.

“Because we have our creative approach and our creative idea; we are here to listen and to chat, we don’t want to shout. That’s why we went to that typeface. We use a serif typeface because serif is more connected to storytelling, to chat, to calming down. And not having a big typeface shouting in my face.”

“If you ask someone ‘Why do you buy a pair of socks with a swoosh,’ ‘Why do you buy a pair of socks with the Adidas logo there? ‘ it’s because they are buying a brand. You don’t try to tell people what Adidas is; you just put the logo on. And it is the same with Eurovision.

“It’s so big, so strong, and for so many fans, this is what they want. It’s Eurovision, and that’s the Eurovision logo, and that’s the Eurovision heart. You have to love this; if you don’t love this, you’re not a Eurovision fan.”

Eurovision Chat Over Coffee, Basel 2025 Art Director Artur Deyneuve

Ewan Spence sits down with Artur Deyneuve to talk about the visual design of Basel 2025, the Swiss Grid, half tone images, why Helvetica is not the chosen font, and more…

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