Philadelphia Flower Show gets a short, punchy theme for 2013

And now, the theme for the 2013 Philadelphia International Flower Show: "Brilliant!"

What the heck does that mean?

According to the Pennsylvania Horticultural Society (PHS), which produces the show, it means "smart, outstanding, magnificent, glorious, shining, innovative."

The main exhibit will focus on modern London, but the other major exhibitors have a larger source of inspiration - all of Britain, which comprises England, Scotland and Wales.

This is the first time a single word (and exclamation point) will represent the theme of the show, which dates to 1829.

That year it was billed simply, too, but with six words: "Exhibition of fruits, flowers, and plants." And, for the most part in those early years, there was no theme, per se, but the name of the show morphed several times.

It went from Philadelphia Flower Show (1925-64) to Spring Flower Show (1965-70) to the Philadelphia Flower and Garden Show (the '70s), to - back to the future - Philadelphia Flower Show again (1981-2009).

Since then, "International" has been added.

No one knows more about all this than Janet Evans, PHS librarian and archives manager, who has compiled a timeline of show trivia.

"Over the years, the idea of themes has gotten more built into how the flower show is produced," she says, although a look at the timeline may convince you that, sometimes even when the show had a theme, it really didn't.

Consider: "Pennsylvania: Then and Now" (1951), "An Abundance of Flowers" (1964), "You and Your Garden" (1970), and "Hometown U.S.A." (1986).

For almost a decade, geographic themes - interpreted through lavish displays and related food, merchandise, music and entertainment - have pretty much become the norm.

Besides "Bella Italia" in 2009, recent shows have celebrated Hawaii, Paris, New Orleans, Ireland and, in 2010, a bewildering potpourri of Brazil, India, the Netherlands, New Zealand, Singapore and South Africa.

PHS president Drew Becher sees geographic themes as a mixed bag. "They're easy to market, but they hem you in, too. Creative people can't do as much with them," he says.

At a three-day "Flower Show summit" last fall attended by more than 300 exhibitors, sponsors, donors, and others, a new message emerged. "Some folks wanted us to be not so limiting in our titles," Becher says.

Out came the flip charts. The suggestions flew. Ultimately, about 200 words and phrases were offered up as possible slogans for a British-centric show. Including: "Brilliant Britain," "Brilliantly Britain," "Posh London," "British Invasion," "Here Comes the Sun," "Imagine," "Imagine Brilliance," "Imagine Brilliant Britain," and many more that are best left on the flip chart.

"Brilliant!" rose to the top, creating a new category - very short themes - on Evans' timeline. There are a few two-word titles on the list, including these fuzzy-wuzzies: "Garden Bounty" (1962), "Endless Spring" (1991), and "Destination Paradise" (2004).

Becher prefers "Brilliant!" to be pronounced in a distinctly British way; the ! conveys exuberance. The show, he says, will highlight the contemporary culture, architecture and landscapes of Britain, with tradition providing inspiration.

Like "Brilliant!" itself, Becher promises that some show elements are sure to surprise. "Everyday objects may become real signatures of the show, like the Tube," he says of the London Underground.

Another "signature": "a lot more merchandising and branding" of PHS and exhibitors. "People expect that today. This is a business. This is a fund-raiser," Becher says of the show, which in 2012 drew 270,000 visitors and raised $1.3 million for PHS programs.

In May, Becher, show designer Sam Lemheney, and a few PHS board members are flying to London to check out the Chelsea Flower Show - and to gather ideas.

Of course, they must be Brilliant!