Since the 2005 contest, slogans have been introduced in the show. The slogan is decided by the host broadcaster and based on the slogan, the theme and the visual design are developed.
| Year | Host country | Host city | Slogan |
|---|---|---|---|
| 2005 |  Belgium |
Hasselt | Let’s Get Loud |
| 2006 |  Romania |
Bucharest | Let the Music Play |
| 2007 |  Netherlands |
Rotterdam | Make a Big Splash |
| 2008 |  Cyprus |
Limassol | Fun in the Sun |
| 2009 |  Ukraine |
Kiev | For the Joy of People |
| 2010 |  Belarus |
Minsk | Feel the Magic |
| 2011 |  Armenia |
Yerevan | Reach for the top! |
| 2012 | Netherlands |
Amsterdam | Break the Ice |
| 2013 | Ukraine |
Kiev | Be Creative |
| 2014 |  Malta |
Marsa | #Together |
| 2015 |  Bulgaria |
Sofia | #Discover |
| 2016 | Malta |
Valletta | Embrace |
| 2017 |  Georgia |
Tbilisi | Shine Bright |
| 2018 | Belarus |
Minsk | #LightUp |
| 2019 |  Poland |
Gliwice | Share the Joy |
| 2020 | Warsaw | #MoveTheWorld |