In 2025, Russia positioned itself as a global cultural hub by hosting the Intervision Song Contest, a massive international musical event designed to bridge cultural and diplomatic gaps. To match the scale of the project, which organizers compared more to an Olympic Games than a standard music festival, the RGBY agency was tasked with creating a comprehensive visual ecosystem that could speak a universal language to a global audience.
The Suprematist Eye
The creative foundation of the branding centers on the concept of "Vision." RGBY developed a central logo featuring a Suprematist eye, designed to look like a portal or a "new gaze" into the diverse cultures of participating nations.
The logo is built around a central rhombus with a surrounding contour that mimics a dynamic wave or electromagnetic field. This "tunnel" graphic construction allows the brand to be fluid and rhythmic, adaptable for everything from digital teasers to the physical design of the winner’s trophy.
Visual Presence
Pavel Boreyko, General Director of RGBY, explained that the goal was to blend music, culture, and competitive spirit. "Music is a powerful energy, akin to electricity," Boreyko noted. This inspiration led to the choice of "Electric Purple" as the primary brand color, symbolizing the high-voltage energy of the performances.
The branding was not limited to a logo; it was a total environmental design project. A massive spherical countdown installation titled "100 Days until Intervision" was placed in Moscow’s Manege Square. It featured media facades and served as a focal point for tourists and locals alike.
RGBY fully redesigned the Skolkovo Media Center and the Live Arena to immerse guests in the "Intervision" aesthetic. For the official draw ceremony, the agency used a "Russian Tea Party" theme, but stylized traditional craft ornaments into a digital, "electric" aesthetic to maintain brand consistency.
The agency designed everything from VIP vinyl editions and delegation uniforms to high-end hoodies and badges, ensuring the brand was visible at every touchpoint.
By Numbers
The project required a "round-the-clock" workflow, involving specialists across multiple time zones to meet tight deadlines. The sheer volume of the creative output highlights the complexity of the task:
772 graphic design layouts
94 motion graphics videos
70+ logo variations and compositions
378+ printed product designs
A New Standard for Event Branding
Anastasia Grigorieva, Head of Creative and PR for the contest, stated that the identity succeeded in overcoming language barriers. By creating a unified "brand platform," the contest was able to maintain a cohesive look across social media, city streets, and the main stage.
The Intervision 2025 branding stands as a case study in how design can transition from simple graphics into a "visual language" that supports the diplomatic and cultural goals of a major international event.
Written by Manios Themis
Intervision Song Contest specialist. Combines a Computer Science background with exhaustive knowledge of every edition (1965 Golden Clef, 1977–1980 Sopot era, 2025 revival, and Saudi Arabia 2026). Author and curator of the most complete independent Intervision archive online.
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