New crown for Melodifestivalen

Melodifestivalen is a Swedish music contest that serves as the vehicle to find the national entry for the Eurovision Song Contest, but is also an enormous event on its own. Since 2002, the event has had a consistent branded look with a dedicated logo. For the next year's contest, that logo will change, as announced this week.

Ahead of the 2002 contest, the organising broadcaster, SVT, contracted Stockholm-based Dallas Motion Agency to create the graphics and look-and-feel of the contest. They came with a symbol where spotlights made up a crown. For the 2011 contest, this symbol was revitalised and the spotlights turned into bunch of splats.

SVT were unsatisfied with how the 2011 worked in print and returned to Dallas who came up with a new concept that retains some recognition. It can be interpreted both as the letter M and a crown. The typeface for the wordmark has previously been used in the contest's graphics.

2011 logo.

2002 logo.

SVT