''Unity Shapes Love' is the name art director Artur Deyneuve has coined for his brand identity for 69th Eurovision Song Contest. He articulates that he was inspired by the Swiss tradition of direct democracy. Deyneuve emphasizes that listening is essential, stating, 'If we listen to one another, we find love.' This guiding theme highlights the importance of understanding and empathy in creating a cohesive identity for the event.
Reactions on social media have not been entirely positive regarding the new logo for Basel 2025. Fans express disappointment, stating that the tradition of a significant logo reveal has lost its charm if the logos appear too similar from one year to the next. Users lament the lack of artistic evolution in logos, stating, 'look at how creative and artsy the theme art used to be and how it became extremely simplified and cheap-looking in recent years.'
Eurovision has indicated that those questioning the logo's identity should look beyond the standardized logotype. The organization suggests that the logotype alone no longer encapsulates the essence of the event. Instead, they point to various visual elements such as the color palette, backgrounds, motion graphics, and elaborate stage designs to reflect the unique branding of each event.
Artur's design incorporates the established Eurovision heart symbol, which has been in use since Istanbul 2004. The approach leverages this iconic motif by creating dynamic motion graphics that showcase the heart in multiples, generating pulsating visuals that align with the musical theme of the event. This focus enhances the emotional connection associated with the Eurovision experience.
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