The Eurovision Song Contest, an annual televised singing competition with competitors from most European countries, was last year won by Sweden. As a result, this year's contest will be held in Malmö, a city in southern Sweden with about 300,000 inhabitants. Each contest has its own look and feel, and the visual identity – or theme art as the contest calls it – was unveiled today. It was developed by Happy F&B, a design agency in Gothenburg, Sweden.
The concept is called "the Butterfly Effect" – inspired by the idea that the flap of a butterfly can cause a hurricane on the other side of the planet – and has a colourful butterfly symbol at the heart of the identity. According to press reports, the symbol is about "togetherness, diversity and happiness". The two former values are expressed through the slogan "We Are One".