Using the brand
The value of the London 2012 brand is vital to the funding of the Games.
Brand protection information
You can help support London 2012 by understanding and respecting the need to protect the brand, and by not using our emblems or otherwise creating an association with the Games unless you are sure you are entitled to do so.The FAQs below give an overview of why the London 2012 Organising Committee must protect its brand, what our legal rights are, and what you should and should not do in relation to our brand.
We have also produced the following documents which you may find useful - see 'documents'.
Frequently asked questions
Why is protecting the London 2012 brand so important? The hundreds of millions of pounds necessary to organise the Games must be raised by the London 2012 Organising Committee from the private sector – by selling sponsorship, official merchandise and tickets.
To raise the necessary revenue, the London 2012 Organising Committee must be able to give its sponsors an exclusive association to London 2012 and the Olympic and Paralympic movements in the UK. As such we must prevent other companies undertaking unauthorised activities which damage our sponsors’ exclusive rights.
If anyone could use the 'Games' Marks' (see below) for free, or otherwise create an association with the Games, sponsors and merchandise licensees would not want to invest in the Games.
Similarly, uncontrolled or free use of the brand could damage its reputation and prestige.
What are the Games' Marks?
All of the official names, phrases, trade marks, logos and designs related to the 2012 Games and the Olympic and Paralympic movements (collectively referred to as the ‘Games' Marks’) are protected by the law in a variety of ways.
The following are some of the current items that make up the Games' Marks:
- The Olympic symbol
- The Paralympic symbol
- The London 2012 Olympic and Paralympic emblems
- The words ‘London 2012’ and ‘2012’
- The words ‘Olympic’, ‘Olympiad’, ‘Olympian’ (and their plurals and things very similar to them – eg ‘Olympix’
- The words ‘Paralympic’, ‘Paralympiad’, ‘Paralympian’ and their plurals and things very similar to them – eg ‘Paralympix’
- The Olympic motto: ‘Citius Altius Fortius’ / ‘Faster Higher Stronger’
- The Paralympic motto: ‘Spirit in Motion’
- The Team GB logo
- The Paralympics GB logo
- The British Olympic Association logo
- The British Paralympic Association logo
- London2012.com (and various derivatives)
How are the Games' Marks protected?
The Games' Marks are legally protected by a variety of means. Some are registered trademarks, and some have copyright protection.
In the UK special laws have been passed to give extra protection to some of the Games' Marks:the Olympic Symbol etc. (Protection) Act 1995 (OSPA) protects the Olympic and Paralympic symbols, mottos and various words.
Added protection is provided by the London Olympic Games and Paralympic Games Act 2006 (the ‘2006 Act’). This prevents the creation of an unauthorised association between people, goods or services and London 2012.
If you want to know more about these special laws, we have produced a detailed document providing information on them.
What can’t you do?
The unauthorised use of any of the Games' Marks (or any other marks or logos that are confusingly similar to, or likely to be mistaken for, them) is strictly prohibited.
For example, without the London 2012 Organising Committee's written consent, it is unlawful to use the Olympic symbol, the London 2012 logo or the mark ‘London 2012’ in the course of trade.
So they cannot, for example, be used on goods, in business names, on business papers or in advertising.
It is also unlawful, whether through the use of the Games' Marks or otherwise, to falsely represent any association, affiliation, endorsement, sponsorship or similar relationship with London 2012, the British Olympic and/or Paralympic teams, or any other part of the Olympic and/or Paralympic Movements.
When can the Games' Marks be used?
The Games' Marks can be used with the authorisation of the London 2012 Organising Committee.
Authorisation will only be given to official sponsors, licensees and non-commercial partners.
There are very few instances when the Games' Marks can be used without our consent.
The words protected by OSPA can, however, be used in editorial news pieces without our authorisation and journalists are, in certain circumstances, able to use our emblem etc to illustrate an editorial piece about the Games.
This exception does not however apply to businesses which produce newsletters, client bulletins or other marketing collateral.
Another exception applies to businesses which have traded under an ‘Olympic’ name for many years (pre 1995). The exception allows them to continue to do this.
There are a few other defences under OSPA and the 2006 Act. Further details of these are given in our information on Statutory Marketing Rights.
Do not use the Games' Marks unless you are sure that a defence applies to you.
What will happen if somebody uses the Games' Marks without consent?
The London 2012 Organising Committee is obliged to protect the Games' Marks in order to raise the funds needed to host the 2012 Games. Unauthorised use of the Games' Marks is against the law.
The London 2012 Organising Committee expects that everyone will refrain from unauthorised use of the Games' Marks. If necessary, however, the London 2012 Organising Committee is prepared to take legal action to protect the Games' Marks.
This could include court orders for the seizure of unauthorised merchandise and the payment of compensation.
Who is allowed to use the Games' Marks?
Official partners, sponsors, suppliers and licensees will be allowed to use the Games' Marks in accordance with the terms and conditions of their agreements with London 2012 or the International Olympic Committee. See our current partners
Our partners and the other organisations granted rights to associate with London 2012 are listed in the statutory register which the London 2012 Organising Committee is obliged to maintain in accordance with the 2006 Act.
Linking to the London 2012 website
If you wish to link to our website, you can do so using our special 'link to us' buttons. Link to the London 2012 website
Upcoming events
- Business Awareness Workshop
10 March 2010 - London 2012 Business event for Stevenage, Hertfordshire
10 March 2010 - Workshop on tender opportunities for London 2012, Lincoln
11 March 2010 - ImagineAction - Louis Walsh Masterclass
13 March 2010
Documents
- Brand protection: information for businesses (PDF, 2.17MB)
- Statutory marketing rights (PDF, 491kB)
- Summary of protected Games marks (PDF, 291kB)
- Brand protection: information on conferences and events (PDF, 296kB)
- Brand protection: information for non-commercial bodies (PFD, 3.13MB)
- Suppliers no marketing rights protocol (PDF, 428kB)
