The Olympic and Paralympic brands are incredibly powerful. They evoke the emotion, excitement and values of the Games.
The London 2012 brand is fundamental to the Games. It is how we identify the Games, how we communicate our ambition, and how we drive excitement and enthusiasm for the Games.
The London 2012 brand is also vital to the funding of the Games and is the London 2012 Organising Committee's most valuable asset. To ensure we maintain both the emotional and commercial value of the brand, we need to carefully control its use and prevent its unauthorised exploitation.
However, the value of the brand can also be enhanced by enabling appropriate access to it. We are therefore allowing wide use of our brand by schools who join our Get Set network, by community groups that are running Inspire projects, and also through initiatives such as London 2012 Open Weekend.
You can help support London 2012 by understanding and respecting the need to protect the brand, and by not using our brand or otherwise creating an association with the Games unless you are entitled to do so.
Brand protection information
Our frequently asked questions provide an overview of why we must protect the brand, what our legal rights are, and what you may and may not do in relation to our brand.
We have also produced a number of documents that provide further guidance.
Frequently asked questions
1. What are the protected Games' Marks?
2. Why is protecting the brand so important?
3. What legal protection does the brand have?
4. Who is allowed to use the Games' Marks?
5. Can I use the Games' Marks in my business?
6. What is your approach to enforcing your legal rights?
7. What are you doing about counterfeit merchandise?
8. What can a non-London 2012 sponsor do to show its support for the Games?
9. Are there any exceptions to the rules that prohibit use of Games’ Marks?
10. Can I submit an advert to get confirmation that it does not infringe your legal rights?
11. If I win a contract in relation to the Games, can I promote this?
12. Can I create a link from my website to the London 2012 website?
13. Can I use the Games’ Marks in my school project?
14. Can I use images or footage of previous Olympic and Paralympic Games?
15. Can I use images of athletes in my advert and state that they are an Olympian or Paralympian?
16. Can I register a company name that includes the words 'Olympic' or 'London 2012'?
17. Can I register a domain name using the Games' Marks?
18. What restrictions are there on advertising and trading around Games venues?
19. I'm not a business, so am I free to use the Protected Marks?
20. We want to celebrate the Games in our community – how can we do this?
22. Can we theme our village fete around the Games?
24. Can I print ‘supporters’ t-shirts for the Games which include the Protected Marks?
25. Can we run a ‘mini-Olympics’ in the Park?
26. Can we create Olympic-style medals and torches for our sports day?
27. Can we charge people to come to our local meeting place to watch the Games on TV?
28. Can I plant the Olympic rings in (a) our garden (b) outside the town hall (c) outside the pub?
29. Can we hold a send-off event for our local Olympians?
30. Can I show the Games in my pub or bar, hotel lounge, or social or sports club?
31. Can we paint a mural or create a display to celebrate the Games in our local community which includes “London 2012” and the logos?
1. What are the protected 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 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 London 2012 mascots
- The word 'London 2012'
- The words 'Olympic', 'Olympiad', 'Olympian' (and their plurals and words very similar to them – eg 'Olympix'
- The words 'Paralympic', 'Paralympiad', 'Paralympian' and their plurals and words 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 ParalympicsGB logo
- The British Olympic Association logo
- The British Paralympic Association logo
- london2012.com (and various derivatives)
- The London 2012 sports pictograms
View an illustrated overview of the Games' Marks
2. Why is protecting the brand so important?
The London 2012 brand is our most valuable asset and we must protect its value to ensure we can fund the staging of the Games in 2012. But we have also been entrusted with protecting the long-term value of the Olympic and Paralympic brands.
The Olympic symbol is one of the most recognisable and valuable brands in the world, and we have obligations to the International Olympic Committee (IOC) to maintain this value and prevent unauthorised exploitation. We also have obligations to protect the Agitos, the symbol of the International Paralympic Committee (IPC).
After our Games in 2012, the Olympic and Paralympic brands will live on and will need to continue to communicate the ethos of the Games. We must therefore carefully manage how the Games’ Marks are used and what the London 2012 brand stands for. In doing so, we hope to preserve the value and meaning of the Olympic and Paralympic brands for generations to come.
We also have a more immediate need and obligation to protect and maintain the current commercial value of the London 2012 brand. The hundreds of millions of pounds necessary to organise and stage the Games is being raised by the London 2012 Organising Committee (LOCOG) from the private sector. In return for investing in the Games, we have promised our sponsors and merchandise licensees exclusive rights to use the London 2012 brand, as well as the Team GB and ParalympicsGB brands, and to associate with the Games.
Therefore, we are obliged to prevent other companies undertaking unauthorised activities that undermine or devalue the exclusive rights we offer our sponsors and licensees.
3. What legal protection does the brand have?
The Games' Marks are legally protected by a combination of registered trademarks, copyright, registered community designs, and common law. In the UK, special laws have also 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.
For more detailed information on these special laws, download our document on statutory marketing rights.
4. Who is allowed to use the Games' Marks?
Official commercial partners, sponsors, suppliers and licensees are allowed to use the Games' Marks in accordance with the terms of their agreements with LOCOG or the IOC. See our current partners
We have also granted a number of non-commercial partners helping to deliver the Games the right to use our brand. This includes central government departments, the Greater London Authority and boroughs hosting various events for the Games.
The London 2012 Inspire programme has given non-commercial organisations of all sizes an opportunity to apply for use of the London 2012 Inspire mark. This is granted to exceptional projects, events and programmes that are genuinely inspired by the Games. Similarly, programmes such as the Cultural Olympiad and the London 2012 Festival have provided opportunities for non-commercial organisations to get involved in the Games and use our brand.
Schools that become part of the Get Set network are able to use our special education mark to demonstrate their commitment to the Olympic and Paralympic Values.
Finally our Local Leaders’ initiative also provides ideas on how members of the public who are excited about the Games can get involved. This includes, for example, “Garden for the Games” in which people are encouraged to plant various floral displays in their gardens to celebrate the Games, including the Olympic and Paralympic symbols.
Our partners and the other organisations granted rights to associate with London 2012 are listed in the statutory register that LOCOG is obliged to maintain in accordance with the London Olympic Games and Paralympic Games Act 2006.
5. Can I use the Games' Marks in my business?
In the UK, the commercial 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 only permitted with the authorisation of LOCOG, which is generally only reserved for official sponsors and licensees.
For example, subject to certain defences and exceptions (see FAQ 9 below), it is unlawful to use the Olympic symbol, the London 2012 logo or the words ‘London 2012’ in the course of trade without LOCOG’s written consent.
This means these marks 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.
If your business operates outside the UK, you will need to consider the laws in that country. A number of countries have laws similar to those in the UK which place restrictions on the use of Olympic and Paralympic symbols and terminology.
6. What is your approach to enforcing your legal rights?
Our approach to enforcing our legal rights is informed by our obligations to our commercial partners and the IOC and IPC (see FAQ 2 above), but also by our appreciation that the Games are a once-in-a-lifetime event that has prompted enthusiasm, excitement and support from all sections of society. We know that people will express their excitement in a variety of ways and do not want to stifle their enthusiasm. We want people to embrace the Games.
For this reason, our priority is to help people understand what they are allowed to do (see FAQ 8 below) and to prevent infringements of our legal rights by providing effective guidance (see the ‘documents’ tab on the right), working with industry bodies, and asking businesses to support us by refraining from infringing our rights.
Unfortunately, there will inevitably be cases where our legal rights are infringed, and we have obligations to ensure that these are dealt with appropriately.
In particular, we must prevent ambush marketing of the Games. Ambush marketing describes a business’ attempts to attach itself to a major event without paying sponsorship fees. As a result, the business gains the benefits of being associated with the goodwill and public excitement around the event for free. This damages the investment of genuine sponsors, and risks the organiser's ability to fund the event.
Where we are made aware of ambush marketing of the Games and/or other unauthorised uses of the Games' Marks, we must always seek to bring the infringement to an end. We will always assess the seriousness of the infringement and its impact before taking appropriate, measured action according to the gravity of the matter. Some of our considerations include the nature, scale and commercial and reputational impact of the infringement.
We acknowledge that there may be cases where the unauthorised use of our brand is the result of pure enthusiasm for the Games without consideration of commercial benefit or understanding of our legal rights. In such cases, we will factor this into our approach.
Wherever possible, we try to resolve matters with a personal approach, speaking to the business in question directly, explaining why there is a problem and asking that it be rectified. To date, this approach has been successful in virtually all cases. We do, however, review each case individually and we will take concerted cases of ambush marketing very seriously.
In such cases, it may be necessary for us to take more formal legal steps to resolve the issue. This may include seeking an injunction to bring the infringement of our rights to an end and/or claiming financial compensation to rectify the damage. Formal court proceedings will always be a last resort but, where necessary, LOCOG will take legal action to resolve the matter.
7. What are you doing about counterfeit merchandise?
The production and sale of counterfeit merchandise is a criminal offence. We are therefore working closely with the relevant authorities to tackle the problem and have established the London 2012 Intellectual Property Crime Group for this purpose.
This Group includes representatives from the Metropolitan Police, Serious Organised Crime Agency, the UK Border Agency, HM Customs & Excise, Trading Standards, the Department for Culture, Media and Sport and LOCOG’s commercial partners. We work with this Group to take preventative measures against counterfeiting and support the authorities in bringing prosecutions where appropriate.
We have also ensured that official London 2012 merchandise is easily identifiable and distinguishable from counterfeit products through the use of hologram technology on our swing tags, and through other industry best practice.
We ask for you to support us by only purchasing genuine London 2012 products (look out for the London 2012 hologram which flickers between the London 2012 Olympic and Paralympic emblems). Please also report any goods you think may be infringing by emailing us at brandprotection@london2012.com
8. What can a non-London 2012 sponsor do to show its support for the Games?
We want everyone to get excited about and engage with the Games, and it is possible for business people, like anyone else, to do this – the key thing is to ensure it is done in a way that does not promote their business in association with the Games.
So, for example, we encourage spontaneous displays of patriotism – whether by someone flying a flag at home, from their car, in their office or in their shop or business premises. We hope that this will add to the atmosphere of the Games and we have always been proud of the fact that every visiting nation will have ‘home’ support in London.
Similarly, we will of course have no objection to things such as office parties being held to celebrate the Games, or to businesses putting notices on their intranet or notice boards to let staff know that they're showing a race/match/event on TV.
Providing information about the Games to clients is also unlikely to be problematic provided it is done in a non-promotional manner and Games' logos and designs are not used (for details, see our guidelines for the tourism sector).
The reason things of this nature are generally OK is because they are not promotional. On the other hand, concerted marketing campaigns or promotional events framed around the Games are likely to create an association between the business in question and the Games, and may well therefore infringe our legal rights.
Finally, retail businesses can support the Games by stocking official London 2012 merchandise. If you are interested in this please contact Retail Enquires at retailerenquiries@london2012.com
9. Are there any exceptions to the rules that prohibit use of Games’ Marks?
There are very few instances where the Games' Marks can be used without our consent. The words protected by the Olympic Symbol etc. (Protection) Act 1995 may, however, be used in editorial news pieces without our authorisation, and journalists are able to use our emblem etc to illustrate an editorial piece about the Games, provided in each case advertising in not integrated into the Games-related content (such as a sponsored column or supplement) without LOCOG’s consent..
This ‘editorial’ exception does not apply to businesses that produce newsletters, client bulletins or other marketing collateral.
Another exception applies to businesses that have traded under an ‘Olympic’ name for many years (pre 1995). This exception allows them to continue to trade under that name in the same manner that they have always done since prior to 1995.
There are a few other defences under the Olympic Symbol etc. (Protection) Act 1995 and the London Olympic Games and Paralympic Games Act 2006. Further details of these are given in our document on statutory marketing rights.
If you are unsure whether you are able to use a Games' Mark, please read the more detailed documents providing information on brand protection and our legal rights. These are available to download under the ‘documents’ tab on the right. If you are still unsure having read this information, we would recommend that you seek independent legal advice.
If you are eligible and sign up to be a Local Leader, you can access editable posters and other materials (which incorporate some of our marks) which can be used in connection with your Local Leader event in your community.
In you are unsure whether you are able to use a Games' Mark, please read the more detailed documents providing information on brand protection and our legal rights. These are available to download under the ‘documents’ tab on the right. If you are still unsure having read this information, we would recommend that you seek independent legal advice.
10. Can I submit an advert to get confirmation that it does not infringe your legal rights?
LOCOG cannot review adverts and other marketing material. We hope the information provided on these web pages and in the documents listed on the right will help you assess whether the marketing material you are proposing will infringe our rights or not. If you feel that you require further guidance, we recommend that you seek independent legal advice or contact an industry body that may be able to advise you.
11. If I win a contract in relation to the Games, can I promote this?
We want suppliers who have won contracts relating to the Games to be proud of the contribution they are making and to benefit from the experience and kudos gained from this. Suppliers may therefore mention the work they undertake in relation to the Games in client lists and pitch documents, for example, and in some other situations with the permission of LOCOG. However, we must ensure that suppliers do not promote their involvement in the Games in a way that undermines the exclusive rights of Olympic and Paralympic sponsors.
Suppliers are therefore restricted contractually from marketing, advertising or undertaking other PR activities around their work on the Games. (These restrictions apply in the UK and overseas after the end of the Games. This is to protect the rights of Olympic and Paralympic sponsors worldwide and of future Games.) Full guidelines of what suppliers may and may not say about their work on the Games is set out in our suppliers no marketing rights protocol.
12. Can I create a link from my website to the London 2012 website?
Yes, you may create your own link to London2012.com, provided that your link is in a text-only format. The use of our logo or any other Olympic Marks as a link to our site is not permitted.
13. Can I use the Games' Marks in my school project?
We encourage all schools and students to get excited about and involved in the Games. The Games' Marks can be used by pupils and students in their class room activities. The only thing we ask is that you do not use the Games Marks in any commercial way. So, if you are doing a business studies project that involves creating and actually marketing/selling a product (whether to your fellow students or to the public) do not use the Games’ Marks on the product or for promotional purposes.
Get more information on Games-related activities for schools and how to join our Get Set network.
14. Can I use images or footage of previous Olympic and Paralympic Games?
Images and footage of previous Games may only be used with special permission. Unless you are a London 2012 sponsor, licensee, or you are seeking use for non-commercial or journalistic purposes, you are unlikely to be authorised to use images or footage from the Games.
15. Can I use images of athletes in my advert and state that they are an Olympian or Paralympian?
You may use images of athletes provided the images were not taken at the Olympic or Paralympic Games, and the use of the image in the advert does not suggest the product advertised has an association with the Games. You may also make an appropriate factual statement that the athlete is an Olympian or Paralympian, provided this is done in a proportionate manner and the focus is on the athlete rather than their status as an Olympian or Paralympian. See further information in our Rule 40 guidelines
Remember to get the permission of the athlete(s) shown in the image and the permission of the copyright owner. Please note, however, that the Olympic Charter and the International Paralympic Committee Handbook contain provisions that prohibit competitors being featured in adverts during the period of the Games.
16. Can I register a company name that includes the words 'Olympic' or 'London 2012'?
No. As outlined above, these are extremely valuable assets and, as such, LOCOG must ensure they are only used by official partners, sponsors, suppliers and licensees. Additionally, including these words in a company’s name could lead the public to wrongly believe that the company is in some way connected to London 2012 or to the Olympic or Paralympic Movements in general.
17. Can I register a domain name using the Games' Marks?
As outlined above, use of the Games' Marks must be protected in order to preserve their value, and therefore businesses cannot use the Games' Marks in domain names to create an association with the Games. If you are not a business and you think you have a legitimate reason for using a Games' Mark within a domain name, please contact us via email at brandprotection@london2012.com
18. What restrictions are there on advertising and trading around Games venues?
Special regulations will control advertising and trading in open spaces around our venues during the Games. They will make it unlawful to trade or advertise in defined ‘Event Zones’ unless you are authorised by us or benefit from one of the exceptions. Full details of the regulations, including details of where and when the regulations apply, the exceptions, and the criteria and process for applying for authorisation are available at www.london2012.com/advertisingandtrading
19. I'm not a business, so am I free to use the Protected Marks?
I'm afraid there's not a simple yes or no answer to this - it depends.
LOCOG is keen to ensure everyone is able to celebrate the Games and this once in a life time opportunity. To do this we have authorised many people to use our brand, made available street dressing materials for communities to use, set up the Local Leaders programme and, for schools, the Get Set programme. In addition, some ad hoc non-commercial use of our brand will require no authorisation – see for example FAQ 13 and 20.
LOCOG is however responsible for protecting the integrity of the protected marks in the UK. It cannot therefore allow them to be denigrated, de-valued, or exploited inappropriately. Nor can the protected marks be used for fund raising purposes. It is also vital that we prevent activities which undermine funding for the Games which comes from our sponsors and merchandise licensees. This means that, even in a non-commercial context, use of our marks on products (such as t-shirts), to promote events, or in a way which suggests any organisation is associated with the Games will normally require our authorisation. Authorisation will generally only be reserved for London 2012 partners and licensees.
Sadly we do not have the capacity to review individual requests so we have put together following FAQs relating to non-commercial use of the brand to answer the most common requests we receive. Although this won’t answer every question, hopefully they will help you understand where our concerns lie. Please note though that these FAQs are not legal advice and, as the individual facts of any case can vary the position, they should not be treated as definitive answers or formal authorisation.
20. We want to celebrate the Games in our community – how can we do this?
We’re excited by lots of spontaneous celebratory community events happening across the UK during the summer of 2012. We’re often asked if the Games’ Marks can be used in this context. We request that the Olympic and Paralympic symbols, or any of the London 2012 logos or designs (eg the mascots or pictograms) are not used to promote such events as this may imply they are official or endorsed by us.
However, subject to a couple of provisos, the name of such events can use the words “Olympic” “Paralympic” and “London 2012” etc. The provisos are:
The event must be purely non-commercial (e.g a community celebration with no sponsors, no charge for entry, and no commercial or fundraising activity taking place at it); and;
the use of these words must not suggest or imply that the event (or the organiser) is in any way official or endorsed by us.
Essentially, this means using these words in a factual, rather than a ‘possessive’ manner. For example rather than “Olympic Fete”, “London 2012 Torch Festival ” or “Paralympic Party” please use names such as “[Village] Celebrates the Olympic Games Fete”, “[Town] welcomes the Olympic Torch Festival” or “[Place] Gold Medal Party – Cheering on Team GB!”. And remember, if you’re a business or your event is commercialised in any way, you shouldn’t refer to the Games.
By way of example, here are some events which would be fine:
“[Town/Village] Celebrates the Games Picnic” – Come to the Park with your picnic, your sports kit and join us for a day of fun to celebrate London 2012.
“[Town] Scouts’ Olympic Fun Day” – Join us at the Scout Hut for an afternoon or sport and celebration.
“Watch the Olympics at [Village] Village Hall” – The village hall will be screening the Olympic Opening Ceremony. Bring a dish to share and your drinks.
“Try a Paralympic Sport at [Village] Cricket Club” – To celebrate the first day of the Paralympics we’re holding a “have-a-go” boccia and goalball event, followed by a BBQ.
Other ways in much communities can celebrate the Games include:
Sign up to Local Leaders
21. Can I host a party to celebrate the Games at home for my friends and neighbours and decorate my house with posters and homemade bunting which feature the Olympic rings etc?
Absolutely! Activities within your own home to celebrate the Games on a personal level and with your friends are not going to be a problem. Please see the Local Leader pages of our website for ideas on how to celebrate the Games in your community.
22. Can we theme our village fete around the Games?
Yes, provided its non-commercial (see FAQ 20 above) this should be fine.
23. Can we run a competition for children to create a poster for our event celebrating London 2012? What if the winning design features the Rings?
It’s great to get people involved in your event in this sort of way. Provided the way the winning design makes it clear that this is a child’s design and there could be no confusion that the event is an official London 2012/Olympic/Paralympic event, then we’re unlikely to object to the incidental inclusion of the Rings or other protected marks in the design. However, remember your event should be purely non-commercial (see FAQ 20 above) and you shouldn’t print the design on products, such as t-shirts, badges or calendars, if it includes the Protected Marks.
24. Can I print ‘supporters’ t-shirts for the Games which include the Protected Marks?
Unfortunately not. If you want to show your support for Team GB or Paralympics GB, think about buying replica kit available via our online shop and at stores nationwide. Or fly a flag, dress up in red white and blue, or paint your face with the union flag.
25. Can we run a ‘mini-Olympics’ in the Park?
The Olympic Games are unique and the name “Olympic” is what identifies them as the incredible event that they are. If we were to authorise other events to use the name “Olympic” in this way it would dilute the identity and value of the Olympic Games. As such please refrain from using the term ‘mini-Olympics’ or similar names. There’s an easy solution though – use the term “Games” to describe your event instead.
26. Can we create Olympic-style medals and torches for our sports day?
We’re happy for generic medals and torches to be created – these shouldn’t bear the Protected Marks though.
27. Can we charge people to come to our local meeting place to watch the Games on TV?
No. You shouldn’t charge anyone to attend a Games-related event (unless authorised by LOCOG). The BBC have provided guidance re showing screenings of the Olympic Games
The guidelines also apply to screenings of the Paralympic Games transmitted by Channel 4.
28. Can I plant the Olympic rings in (a) our garden (b) outside the town hall (c) outside the pub?
(a) Yes, planting in your own private garden (or a school or scout hut garden etc) is fine. In fact we’re encouraging Local Leaders to do this.
(b) If you want to plant a Games-themed display outside your town hall or in another public community space which will be seen by lots of the public, please check this with us – email paris.faro@london2012.com with your proposal. This sort of display is likely to be approved though.
(c) No. Businesses should not use the Protected Marks, this includes in floral displays etc. However, we don’t object to people getting into the spirit by planting in red, white and blue, gold, or our brand colours like magenta pink.
29. Can we hold a send-off event for our local Olympians?
Yes. Please just follow our event guidelines – see FAQ 20 above.
30. Can I show the Games in my pub or bar, hotel lounge, or social or sports club?
Subject to licensing laws, pubs, bars, hotel lounges and social or sports clubs may show the Games live on TV screens in their establishments for their customers. To enable these establishments to indicate that they are showing the Games, we have created two posters which are now available to download (one for the Olympic Games and one for the Paralympic Games). Please click here to view the terms of use and download the posters. Note that to protect the rights of our Partners, these posters are not available to establishments which are part of a chain/franchise businesses which has multiple locations identified under the same name/brand.
