In 2001 we presented a new look for Melodifestivalen which has graced the mega-event ever since. In january 2010 the producers at Svt asked us to have a look at a total upgrade of the logo as well as the on-air design for the 2011 tour – The premiere attracted over 3 million viewers!
With an absolutely spectacular 10 year history of record breaking viewing and unprecedented media coverage it takes a lot of guts to say “Let´s give the logo a makeover and while at it give the whole event a new treat as well!”.
In 2001 our mission was to help shift the general perception of the brand “from mediocre to professional”. We found inspiration in the very committed and serious design approach which usually is associated with The Olympic Games and The Academy Awards. The initial design has worked well and only minor updates have been executed on a yearly basis.
For the 2011 design our ambition was to keep the original architecture and drama but shift the main theme from light to fluid. We wanted to become more physical, sweaty, nasty and fun – Pretty much exactly what the event has developed into for the past decade.