Eurovision 2012: The new motto is announced

Years ago, one of the many slightly geeky joys experienced during the opening sequence of each Eurovision Song Contest was a glimpse of the graphics the host broadcaster had created to mark the event.

Graphics of note include London 1963, Sweden’s efforts from 1975 and 1985, Israel’s 1979, Denmark 2001, Estonia 2002 and definitely Latvia 2003. You can watch some of the graphics in this compilation video.

Look at the graphics post-2003 and you’ll notice there’s a unified graphic – a heart – consistent in all of them. Such is progress. The Eurovision brand is stronger and so must be consistent.

So, in it’s place is the rise of the Eurovision ‘motto’. Each country has a chance to put it’s own stamp on proceedings before the event by ushering in it’s host responsibilities with a punchy phrase to sum everything up.

Norway went for the all inclusive Share the Moment (2010) when they hosted it, Germany the more obvious reference but actually rather lovely Feel Your Heart Beat (2011). Serbia (2008) plumped for the phrase Confluence of Sound (corporate speak for ‘we’re not entirely sure what that means but no one will notice and it sort of sounds good’). Greece (2006) pragmatism with Feel The Rhythm was surpassed by Finland (2007) who adopted a Ronseal approach, naming the 2007 contest as Total Fantasy. Those Finns. They’re so funny.

This year’s motto does raise an eyebrow, however.

Azerbaijan have reckoned on Light Your Fire. A rousing call, conjuring up armies of Eurovision fans to build log fires in their front rooms or – at the entirely other end of the scale – embark on a campaign of arson attacks. *

I’m sure I’ll get into the swing of things as we move inexorably towards the big week of semi-finals and final in May. But at the moment, I can’t help being a little bemused even if it is in a slightly smug way.

* Please note, I am not advocating criminal activity in the run-up to, during or after this year’s Eurovision. Just so we’re clear.