Lumo, the official mascot for the Eurovision Song Contest (ESC) 2025, is stirring up excitement and mixed emotions just weeks after its reveal. Designed by Lynn Brunner, a 20-year-old design student from Hünibach near Thun, Lumo is not just any character; it’s the embodiment of the spirit of the event. Introduced during the week of February 25, 2025, this heart-shaped figure with fiery orange hair is ready to grace the streets of Basel, where the ESC will take place from May 11 to May 17, 2025.
What makes Lumo particularly special is its design process. This marks the first time the ESC has collaborated with students to generate its mascot, aiming to connect the music festival with young creatives from Switzerland. Brunner, who is currently pursuing Visual Communication at the Hochschule für Gestaltung und Kunst (HGK) Basel, triumphed over 35 other submissions. The design’s success culminated with prize money of 5,000 Swiss Francs, alongside two tickets to the ESC’s rehearsal shows. "I am overjoyed for the chance to design the mascot for ESC 2025," Brunner expressed, remarking on the thrill of her achievement.
Lumo is more than just visually appealing; it brings important symbolism to the table. According to the Swiss broadcaster SRG, "Lumo symbolises the spark of joy and energy from the event." The character’s wild, curly hair appears to symbolize flames dancing to the rhythm of music, reflecting the excitement and epitome of the ESC. Its vibrant colors capture the emotional spectrum ranging from joy to the comfort of shared experiences and unity. Lumo is described as having big expressive eyes and features, making it perfectly positioned to act as the joyful ambassador of the event.
Since its reveal, Lumo has drawn attention on social media, where reactions have varied dramatically. Challenging the charm of past mascots, some users expressed skepticism, posting comments such as: "That’s NOT cute," and "Is this some kind of joke?" Comparisons have even been made to controversial figures like former U.S. President Donald Trump and past ESC star Nemo, generating discussions around the design's uniqueness. On the flip side, other social media users have defended Lumo, emphasizing the heart behind the design: "Why all the hate? It was created with love and time by a student. It’s wonderful!" and celebrating it with clever quips, including, "Twelve points for Lumo.”
This tumult of reactions speaks to the nature of such competitions, where public sentiment can sway between joy and critique. The ESC’s commitment to fostering interaction within the younger demographic shines through this initiative. Francesca Guicciardi, the ESC project manager, expressed eagerness for Lumo to hit the streets, stating: "We want people to encounter Lumo on the streets of Basel as soon as possible." This enthusiasm reflects the broader goal of making the ESC celebration as inclusive and vibrant as possible.
Historically, the ESC has seen mascots come and go; Eurocat, Eurobird, and Leo the Robot, each left unique impressions during their respective contests. Yet, Lumo stands out for being created through such direct collaboration with students—a refreshing representation of current creative influences. Beyond the mascot, the design competition serves as part of ESC 2025's broader strategy to engage young artists and slash any generational disconnect between the iconic contest and today’s youth.
Pushing boundaries and challenging past perceptions, Lumo isn’t just relevant for its quirky looks; it’s also heralding the ESC as not only another music event but as a celebration of unity and diversity uniting people through the power of song. While Lumo will physically roam the streets of Basel from May, its emotional footprint is already being recognized across various social spectrums, from design to performance. This lively heart will symbolize the unpretentious magic of music, actively embodying the motto, "United by Music."
Bringing together creativity, joy, and communal celebration, Lumo encapsulates the anticipated connection attendees may feel during the festival. Brunner's creation vows to serve as more than just decorative flair; it actively promotes the spirit of togetherness fundamental to the Eurovision mission. The countdown to ESC 2025 has begun, and with it, Lumo is set to lead this vibrant charge, reminding everyone of the collective magic music can offer.