Every year the host country is allowed to give its own expression with sub-logo and theme to the standard Eurovision logo, as the standard logo only changes with the colours of the host country’s flag and city and year. Last year‘s motto has been “Light your fire” in Baku. This year the Swedish broadcaster SVT together with the executive producer Martin Österdahl have announced the theme of 2013 called “We are one”. The sub-logo is a colourful butterfly - also called “Butterfly effect”. It’s not the first time for using an animal, in Moscow 2009 a bird was used, which looked pretty well.
The butterfly should symbolize diversity, change and beauty; the slogan is about community and cooperation across borders. Mr Österdahl (executive producer) stated that the idea behind this refers to the original idea of Eurovision. After two world wars, with new technologies, a show can be watched simultaneously in different countries, music and joy can cross borders, even if we are different, we are the same. It’s about togetherness, diversity and happiness. With a flap of a butterfly, a hurricane can start.
The logo and ideas has been produced by the agencies Happy F&B and Forsman & Bodenfors.