Malmö 2013: We are one

Malmö 2013: We are one
Malmö, Sweden -

Every year the generic Eurovision Song Contest logo is accompanied by a graphic identity - also called the theme art - developed by the host broadcaster. This year is no exception and we all will be united under one message this year - 'We are one' in Malmö 2013!

As explained in an earlier article, SVT wants to take advantage of the wealth of cultures and expression that is unique for the competition; discuss the value of our diversity and underline that we at the end of the day are the same and are all worth the same.

"This year's theme reflects that timeless feeling millions of people will experience in May this year, when Europe comes together to celebrate its diversity," said Jon Ola Sand, Executive Supervisor of the Eurovision Song Contest on behalf of the EBU. "The unprecedented eye for detail that this theme art reflects opens up countless possibilities for three of the best live entertainment shows Europe will see this year," he concluded.

The story

Eurovision Song Contest is a shared project. It unites millions of people. In the East, West, North and South. Be­yond all the glitter, there is a big idea. It’s about togetherness, diversity and happiness.

Eurovision Song Contest might appear as a trivial matter. But a trivial matter that engages over one hundred million people of all ages in more than 40 countries all over the world.

And today science knows that sometimes small matters can start powerful and big movements. This phenomenon is called The Butterfly Effect. A flap from one butterfly can – at least in theory – start a hurricane.

Butterflies have one common name, but exist in thousands of different shapes and colours. Just like the Eurovision Song Contest, one strong identity with a rich national diversities. Work­ing together, we can achieve anything. – We are one.

Happy F & B and Forsman & Bodenfors has created the idea, design and concept for this year's Eurovision Song Contest.

What is theme art?

Since 2004, the Eurovision Song Contest has a generic logo where in the heart of it the flag of the host country is displayed. However, every year the European Broadcasting Union (EBU) invites the Host Broadcaster to create the visual identity to support the logo.

This year's Eurovision Song Contest will take place on the 14th, 16th and 18th of May in Malmö, Sweden.

There are 84 comments

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  • Posted on 19 May 2013 at 16:22
    We are one" is EU-propaganda and the diversity talk is just false. Diversity here in sweden means that you as a swede must accept that arabs and africans are taking over your country while your own people slowly disappears.

    Down with antidemocratic EU! For the nations of europe! report to the moderator
  • Posted on 17 May 2013 at 23:09
  • Posted on 11 February 2013 at 01:30
    I don't like it, sorry, it's too colourful for me. report to the moderator
  • Posted on 4 February 2013 at 17:12
    That butterfly looks cool. Is it animated? Can we expect it to fly across the screen between the acts? Maybe I'm a bit spoiled by modern technology :)

    "We are one", eh?
    I always try to live by those words. Let's hope everybody will learn the true meaning of those three simple, yet very true, words. report to the moderator
  • Posted on 21 January 2013 at 05:21
    Goodluck Everyone! So excited. report to the moderator
  • Posted on 21 January 2013 at 00:58
    We are one...... It's the title of a big hit in the Netherlands at the moment by Ilse de Lange....maybe the song can be used? This is the link: report to the moderator
  • Posted on 19 January 2013 at 23:27
  • Posted on 19 January 2013 at 18:25
    I love this logo I didn't realise straight away it was for this ear looked too good, loving it making me look forward to eurovison 2013 looks like its going to be a good year, so far nothing has been as good as 2009, it's looks like it may just change now report to the moderator
  • Posted on 19 January 2013 at 15:13
    Stunning logo...The best since 2009 in Russia!!! report to the moderator
  • Posted on 19 January 2013 at 02:17
    Indeed, we are one..We must understand this..Language,colour,culture and other elements shouldn't cause us fear of loving each other..I think, through Eurovision we get closer to each other understanding the different ways of thinking!!:):):):):) report to the moderator
  • Posted on 18 January 2013 at 21:42
    Cool!So splendid and elegant!!!;)) report to the moderator
  • Posted on 18 January 2013 at 19:14
    Baku had the best report to the moderator
  • Posted on 18 January 2013 at 18:18
    Somebody said Light your fire wasn't Eurovision. In my opinion it is very much: it's about fun, passion, movement and Azerbaijan. It's unique. But why to mix politics into ESC...again after the beginning of 90's? "We are one" reminds of a thought We aren't one. ESC is about music, not great statements. I guess the visual design animations will be very nice. But as a picture the logo is quiet and predictable. Why isn't the heart in the Eurovision logo enough?! report to the moderator
  • Posted on 18 January 2013 at 16:31
    Logo beautiful , slogan beautiful.

    Congrats , Good luck Sweden <3

    We are one: Norway , Sweden , Finland and Denmark :D :)) report to the moderator
  • Posted on 18 January 2013 at 15:53
    even i could come up with a better slogan and logo than that report to the moderator