Eurovision butterfly wins design award
“A flap from one butterfly can – at least in theory – start a hurricane. Working together, we can achieve anything. We are one.”
For the 2013 edition of the Eurovision Song Contest, the multi-colored butterfly was the all-encompassing symbol, seen all over Malmö and the worldwide broadcast. Under the slogan “We Are One,” the butterfly symbolized all of the many different people from many different countries and cultures that came together under Eurovision to become one. The identity was created by Swedish design agency Happy F&B, and developed from SVT’s vision.
For their work, SVT and Happy F&B won the “Svenska Designpriset,” The Swedish Design Award, which is awarded every year to the best of Swedish visual design. The awards are decided by jury and public voting combined, just like Eurovision.
“We presented the agencies with a vision of what we wanted to communicate. Happy F&B returned with the butterfly and its effect,” said Christer Björkman, the 2013 show producer, to svt.se. “A beautiful and worthy symbol that reached 170 million people and is now awarded with a prize. We are so very proud.”
Happy F&B project manager Peter Olsson Wästergard further elaborated, that the identity was created from trying to find something that SVT, Eurovision, Sweden and Malmö had in common. They arrived at the conclusion, that everybody is equal and welcome. From that, the concept was developed.
Sources: svt.se, svenskadesignpriset.se Photo courtesy: Happy F&B, Svenska Designpriset