The 2011 Eurovision Song Contest (ESC) was won by Azerbaijan's entry, Running Scared with Eldar & Nigar, and that means the Caucasian nation's state broadcaster will be allowed to host this year's competition, and they have chosen for it to take place in the capital of Baku. Azerbaijan has invested heavily in winning the ESC in its efforts to put the country on the map, which also includes two bids to host the Summer Olympics.
While the ESC has used a standard logo since 2004, the broadcasters are also encouraged to produce a supporting identity that makes each contest stand out, internally known as "theme art". The identity for this year's competition was unveiled yesterday, January 25, and is centered around the slogan Light your fire!, a follow-up to last year's Feel your heart beat!. Azerbaijan is sometimes known as "the Land of Fire", and the identity features lots of flames. The central motif is a sort of "flame flower".
The identity was created by London design agency Turquoise, who also designed last year's contest. While the logo and related graphics were unveiled yesterday, the on-air graphics are still under development.
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