Finalized theme art for Eurovision 2014 revealed
A few weeks ago, a sneak peek of the visual art for the Eurovision Song Contest 2014 was released. It revealed a theme revolving around a hexogonal diamond shape, dark blue and purple colors, and the tagline #JoinUs.
Today, DR, the national broadcaster of Denmark and host broadcaster of 2014, revealed the finalized visuals.
The Eurovision diamond
The visuals remain largely the same as the sneak peek, with slight adjustments to the visualization. It now appears more toned down, with less details. It walks a strange balance between trying to be simpler, while still being a really detailed logo, settling somewhere in between. The small Eurovision logo also remains awkwardly stuck inside the diamond.
According to the Head of Show, Jan Lagermand Lundme, the diamond, dubbed the “Eurovision diamond,” symbolizes how powerful energy from all over Europe is pulled towards Copenhagen, resulting in the purest of all: a powerful diamond. The refraction of light in the diamond is a symbol of diversity and being unbreakable symbolizes a strong musical community. He stated this to dr.dk.
Executive Producer of Eurovision 2014, Pernille Gaardbo, further elaborated, “The Eurovision diamond symbolizes what the contest means to us; a focal point which is sparkling and strong at the same time. The diamond is multifacted and shows the diversity that will be on the Eurovision stage.”
As for how the logo fits into the bigger picture, Gaardbo said, “It underlines our approach to Eurovision 2014. The raw B&W Halls combined with the sparkling show, and in the middle on the stage, the sparkling diamond as the uniting power.”
Earlier, it was mentioned that the stage design may be influenced by the Eurovision diamond, giving a hint of what the stage may look like. It has also been mentioned that the postcards will focus on the artists, like they did in Malmö, but it remains to be seen how that relates to the diamond.
A theme without substance
With no mention of who created the identity, and the copyright holder being DR, it was most likely done in-house by the DR design department, responsible for the visual work on DR programming. This year, Swedish SVT chose to hire an external branding agency for Eurovision 2013 after issuing a design competition, and ultimately won a Swedish design award. In 2001, when DR last hosted the contest, branding agency Kontrapunkt was responsible for the concept while it was executed by DR.
The presentation of the identity comes with a lot of positive words, big ambitions, and more than anything, hot air. The connection between the tagline #JoinUs, the industrial venue on an island, telling the stories of the artists, European diversity, and a sparkly diamond, appears contrived.
Ultimately, it is just a pretty and sparkly visual look, without substance or a clear connection to the many ideas DR has mentioned since selecting Copenhagen as host city. It will probably look good on TV and around Copenhagen, getting the job done, but that is about it.
Following Malmö 2013, and the story of diverse people from all over Europe becoming one to achieve something, illustrated through colorful and diverse butterflies, Copenhagen 2014 does not appear to have much to say. It is safe. It is forgettable.
Source and photo courtesy: DR