The slogan for the Eurovision Song Contest 2021 is ‘Open Up’. Together, the theme and slogan are the creative foundation for all choices made around the show in Rotterdam, the Netherlands.
"The slogan ‘Open Up’ is intentionally incomplete: Open up to each other. Open up to music. Open up to Rotterdam. Open up to... whatever you choose! Feel the freedom to complete the slogan in your own way. That way we get to know each other better," says Sietse Bakker, Executive Producer Event of the Eurovision Song Contest 2020.
"We have looked for a theme and slogan that reflect what the Netherlands stands for and which the Dutch can identify with; a country with an open mind to the world, where we speak our mind, with respect for each other. We also found it important to choose a theme that reflects the spirit of our times. People are concerned about increasing polarization and freedom isn’t as self-evident for everyone as it should be," emphasised Sietse. "With the slogan 'Open Up’, we warmly invite people to open up to others, to different opinions, each other's stories and of course to each other's music."
With a new Eurovision edition comes a new logo design. In 2021, the Dutch Core Team has chosen to look ahead and emphasise connection and togetherness.
The logo for the canceled 2020 edition presented a data-driven visualisation based on the flags of all participating countries and told the story of the Eurovision Song Contest's 65 year history. The new design is inspired by the world map with Rotterdam as the beating heart of Europe in May 2021. “The logo connects Rotterdam with the capitals of the participating countries and symbolises coming together, regardless of the form,” says Sietse.
Like last year, the logo and concept was developed by agency Clever ° Franke, which generated the logo using software developed in-house. The design of the 2020 edition was awarded a European Design Award and a Red Dot Design Award. Co-founder Gert Franke said they "extended the style from last year to 2021" and retained the "simple, intelligent, minimalist and experimental" elements but then added a "festive touch, to celebrate the return of the Eurovision Song Contest."
The design is inspired by the theme 'Open Up' and the typical Dutch flat landscape and brings back the Green Room to the arena.
Florian Wieder: "The design shows the connection between the sky, the sea and the land. The horizon links these elements and that horizon will work as a window to open up the world of Eurovision 2021. The floor plan of the stage is inspired by the canals and bridges that connect land and water in the Netherlands. With this design, we want to bring the artists as close as possible to the audience."
Wieder about his inspiration: "I was inspired by the unique characteristics of Dutch Design. Based on that, I wanted to create an unconventional, minimalist and modern concept for next year's show. I am very happy that the Dutch public broadcaster has been so openminded and has enthusiastically embraced this design. As far as I'm concerned, this is a new chapter in stage design, a wish I have had for a long time."
Sietse Bakker, Executive Producer Event: "The design is innovative, modest and functionally smart. This way we can create a completely different look for each of the 41 participating acts, opening and interval acts and during the voting results. We’ll present an innovative stage design, grand in its simplicity and yet full of surprises."
A large semi-transparent LED screen will be used at the Ahoy Arena during the live shows. The screen is 22 meters wide and 5 meters high and can serve as a background for the smaller B-stage.
The screen connects the main stage to the B-stage and can be creatively used by delegations. Because it's semi-transparent, the audience can still see the stage when the screen is used. When not in use, the screen will be completely retracted.