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Superunion partnered with the BBC to create a brand theme and identity for Eurovision 2023. Inspired by an idea, 'United by Music', the new brand theme demonstrates the unique partnership between the UK, Ukraine and host city Liverpool. Designed through a creative partnership between Superunion in the UK and Ukrainian creative studio, Starlight Creative, Eurovision 2023 brings the 2023 Contest to audiences across the globe and the incredible power of music to bring communities together. The brand reflects the very origins of the contest, developed to bring Europe closer together through a shared TV experience across different countries.
With over 160 million viewers watching last year, the look of the vibrant, wider identity celebrates this shared cultural experience as 'millions of hearts beat as one'. Inspired by the Ukrainian and UK flags, the colours used are designed to reflect the joy and diversity of the contest.
The typeface used is called 'Penny Lane', inspired by the twentieth-century cast-iron signs displaying Liverpool street names and a nod to the city's rich musical heritage.