Rebranding Eurovision: did the risk pay off?
By Louie Pilbrow, Apprentice, Aspectus Group
This blog explores the recent Eurovision rebrand, focusing on the shift to a permanent slogan, United by Music, and a refreshed logo. It examines the motivations behind the change, the challenges it introduced, and where it may have fallen short in maintaining the contest’s identity. With Eurovision offering valuable lessons in brand evolution, the piece outlines what organizations can learn about balancing consistency with creativity. It ends with practical guidance on how Aspectus helps brands navigate rebrands without losing their core.
The Eurovision Song Contest is one of the world’s longest-running and most-watched television events. Each year, it brings together countries across Europe and beyond for a live music show that’s equal parts celebration, competition and cultural showcase. Over time, Eurovision has built a strong brand, one that fans know by heart. But over recent years, that brand changed.
What started as a slogan for Liverpool 2023, United by Music, was soon confirmed as the contest’s new long-term message. For the first time in decades, Eurovision would no longer introduce a new slogan with each edition. That was followed by a refreshed logo in 2025, which when combined aimed to create a more unified identity for the contest, according to the European Broadcasting Union (EBU).
The Eurovision rebrand was meant to build a stronger and more consistent identity, but was this the right move?
What changed and why?
The decision to rebrand Eurovision wasn’t made in a vacuum. The pandemic had disrupted the show in 2020 and limited the scale of the 2021 and 2022 editions. Then came the war in Ukraine, which led to the UK stepping in as host for 2023. Liverpool’s edition was always going to carry a different kind of meaning, so the BBC created United by Music as a reflection of that shared responsibility and spirit.
The slogan was initially understood as something specific to that year. It spoke to the power of music to bring people together, especially during difficult times. But when it was confirmed as Eurovision’s new permanent slogan, reactions were mixed.
In place of annual slogans and host-specific themes, the contest now had a consistent brand that would carry through year after year. A new version of the iconic Eurovision heart logo was also introduced; softer in tone, with subtle tweaks that shifted the look away from the sharper version introduced in 2004, then refined in 2015.
Where the rebrand fell short
Consistency can strengthen a brand, especially on a global stage. But for a contest that has always celebrated uniqueness, Eurovision’s rebrand raised some questions. The 2015 logo had become one of the contest’s most recognizable visual elements. It struck a balance between tradition and modernity and was embraced by fans around the world. Replacing it wasn’t just a creative decision, it meant letting go of a visual that carried real emotional weight.
The newer logo has a gentler look. Some say it works well for younger audiences because of its softer styling and friendly, rounded typography, which align with current design trends on social media and streaming platforms. But others feel it doesn’t quite capture the energy and spectacle of the main event, which thrives on bold visuals that the new design doesn’t fully reflect. The mix of upper and lower case letters in the wordmark has drawn criticism for appearing inconsistent and harder to use across different formats.
Then there’s the question of the slogan. While United by Music was a powerful choice for 2023, its repetition in future editions risks making each contest feel less distinct. Previous slogans helped define and build excitement for each year’s show, often paired with strong and unique visual assets like the ‘butterfly’ in Malmö 2013. Without that variation, recent editions have struggled to create the same sense of anticipation or visual impact.
Broadcasters now face a creative challenge. How do you design something unique while using the same slogan every time? For comparison, Malmö’s ‘Eurovision Lights’ concept in 2024, felt more like background texture than a central identity. As a result, the branding risks becoming forgettable.
What can be learned from Eurovision’s rebrand?
Eurovision’s rebrand introduced a clearer, more unified identity. From a strategic perspective, it showed confidence and decisiveness. The move to a consistent slogan and updated logo was intended to build long-term recognition and simplify how the brand is presented across different platforms. These are valuable goals, particularly for a large, international event.
However, consistency works best when it allows space for creativity and local nuance. The logo introduced in 2015 had become an iconic visual. Replacing it meant losing a symbol that many fans were emotionally invested in. Likewise, the rotating slogans gave each edition its own personality and visual identity. By removing some of the visual and thematic flexibility that made each edition of Eurovision feel unique, the rebrand lost an element of the contest’s charm.
Eurovision’s example highlights the importance of balancing clarity with character. A brand refresh should modernise and simplify where needed, but not at the expense of the elements people already value. Keeping familiar design features while introducing a flexible framework for annual updates could have achieved both consistency and creativity.
If you’re looking for more on this topic, Aspectus has explored other examples where rebrands have fell flat, which looks in detail at how to balance brand continuity with creative expression.
Are you thinking about a rebrand?
At Aspectus, we help brands strike that balance between consistency and originality. Whether you’re looking to modernise your identity, strengthen your messaging or rethink your visual presence, we’re here to guide you through that process. Eurovision’s story is a reminder that brand identity isn’t just about design, it’s about clarity and connection.
If you’re considering a rebrand or need advice on refreshing your strategy, please get in touch to learn about how we build brands that stand out by standing for something.
About the author
Louie Pilbrow is an Apprentice based in London, currently working in his rotation within our technology sector, where he supports the team with content creation and research. He enjoys helping to shape clear, engaging stories that highlight leadership and innovation across any industry.
