My project Is EU(rope) Everywhere? uses photographs by myself and a multinational group of volunteer eurosignspotters to dissect the concept of Europe. The project analyses the individual meanings and the overall impact of European Union -related representations (below, eurosigns). It focuses especially on how small and medium size enterprises link the idea of Europe either verbally or visually to their marketing. Although the EU is under constant criticism, and its attempts to improve its image are even publicly ridiculed, many want to jump on the b(r)andwagon. There are those who believe that the EU brand offers them additional value, at least compared to the (typically low) costs of using it.

Snack Europa, Brussels © Riitta Oittinen 2008

Eurosigns range from the official, hegemonic branding of the EU institutions to the quaint charm of hand painted signs of artisans and small entrepreneurs.

With eurosigns I mean business signs, advertisements, logos, hoardings, window displays, and information campaign material that make use of at least one of the institutional symbols of the European Union as a signifier. A eurosign must include at least one of the following: a modification of the blue flag of European union with its twelve golden stars (the eurostars), the map of Europe with EU member states highlighted, the attribute “eur(o)” or the letter €), or some other visual element (semi)officially endorsed by the EU.

Some pictures have also been collected to give a backdrop to eurobranding. Historically speaking, Europe as a term has been used in marketing well before even the European Economic Community was founded. For example, a Hotel d´Europe has been doing business in Avignon since 1799. Not even all modern signboards using European symbols refer directly to the European Union or its predecessors.

A study of eurosigns sheds light on questions about the hybrid nature of European citizenship, the redefinition of national identity and ”elective belonging”. It also suggests future scenarios and potential contents for the image of Europe. The phenomenon of private eurosigns addresses - in its own way - to the question: what is Europeanness today?

Euro-Africa, Rotterdam © Riitta Oittinen 2007

The project is now alive and kicking in cyberspace. The slideshow on our internet site contains 300 images. The project archives hold even more photos, especially from Brussels. Thanks to the team Eurospotters, thirty countries are now covered. The age span of our contributors runs from school age to the third age. The range of subjects is considerable, too, as you can see from the webpage.

Eurosignspotters have used mobile phones as well as cameras; cars, trains, and even planes have been used to catch the subject. The buzz is that there will more images coming from our spotters. Do you want to become a eurospotter? Please check the webpage below.

For an extensive discussion, see my article In Hoc Signo Vinces. Eurosigns in the City Scenery of Brussels. In Frank Eckard (ed.) Media and Urban Space, Frank & Timme,  2008, 201-231. Also available through Fondazione Eni Enrico Mattei, Working Papers Series Online, dowload PDF-file number 54.07: