Light Your Fire
• Who they are
The Eurovision Song Contest is a competition held between the member countries of the European Broadcasting Union (EBU) that has been broadcast every year since its inauguration in 1956.
Following Azerbaijan’s win in 2011, the host city and home to the live grand final for Eurovision 2012 was Baku.
• What they needed
Each year, The Eurovision Song Contest has a new and distinctive visual identity that reflects the host city and characterises the entire event, from the look and feel of the television coverage to the identity tags for the venue crew.
Following the success of our work on the Eurovision Düsseldorf identity in 2011, we were invited back by Brainpool, the company producing Eurovision, to create the new identity for the Eurovision Song Contest 2012.
• What we delivered
Azerbaijan is popularly known as ‘The Land of Fire’ because of the local phenomenon of flames bursting out of the ground, due to the abundance of natural oil and gas deposits buried throughout the region.
Taking this as our inspiration, we created a visual identity that is driven by playful and celebratory visualisations of fire, most vividly brought to life in the central marque – a flower made of flames, with dancing human figures hidden in their shapes. By using this we were able to develop a new identity that is culturally specific to Azerbaijan, whilst at the same time engaging, dynamic, and passionate – all of the key elements needed for creating a memorable Eurovision Song Contest.
The new visual identity was applied to everything from CD packaging, brochures, backstage passes and t-shirts to taxi-wraps, buses and building sized banners. We also produced all of the animated on-screen graphic assets that were used for broadcast, including the opening title sequence, stings, lower 3rd straps and a dynamic voting table.