Using the London 2012 brand
In 2012 the eyes of the world will be on London. To make the most of the commercial opportunities created in the lead up to and during the Games, businesses must first be aware of how the London 2012 brand and associated Games’ Marks are protected.
An understanding of the London 2012's brand protection regulations will enable businesses to proactively market their goods and services without infringing the intellectual property rights of the International Olympic Committee (IOC) and the London Organising Committee (LOCOG).
Why is the London 2012 brand protected?
The London 2012 Organising Committee raises the income needed to organise the Games by selling sponsorship, official merchandise and tickets. Commercial sponsors are given exclusive rights to associate their brands with London 2012. In order to generate the value required to attract these sponsors and merchandise licensees, unauthorised companies are not permitted to use the London 2012 brand and associated Games’ Marks or create an association between people, goods or services and London 2012 without permission.
How is the London 2012 brand protected?
Games’ Marks, including the official names, phrases, trademarks, logos and designs related to the 2012 Games and the Olympic and Paralympic movements; are protected in the same way as other sports events and businesses do – by registered trademarks and relying on the laws of copyright, design-right and passing off and so on. The Marks include:
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The Olympic symbol
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The Paralympic symbol
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The London 2012 Olympic and Paralympic emblems
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The words ‘London 2012’ and ‘2012’
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The words ‘Olympic’, ‘Olympiad’, ‘Olympian’ and their plurals and things very similar to them – e.g. ‘Olympix’
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The words ‘Paralympic’, ‘Paralympiad’, ‘Paralympian’ and their plurals and things very similar to them – e.g. ‘Paralympix’
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The Olympic motto: ‘Citius Altius Fortius’ / ‘Faster Higher Stronger’
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The Paralympic motto: ‘Spirit in Motion’
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The Team GB logo
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The Paralympics GB logo
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The British Olympic Association logo
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The British Paralympic Association logo
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London2012.com (and various derivatives)
LOCOG also have special legal rights under the Olympic Symbol etc. (Protection) Act 1995 (OSPA) and the London Olympic Games and Paralympic Games Act 2006 (the '2006 Act') preventing businesses from making unauthorised associations with the Games in the course of trade. For example, the Act states that generic terms such as ‘Twenty Twelve’, ‘Games’, ‘Gold’, ‘sponsors’ and ‘medals’ used in combination could potentially infringe LOCOG’s rights.
Do any exceptions apply to these rules?
Although laws relating to the 2012 brand are extremely restrictive due to the need to create exclusivity for its sponsors, it is important for businesses to recognise that there are some exceptions which should be considered on a case by case basis.
In principle, restrictions relating to the 2012 brand are concerned with preventing an unfair association with London 2012. According to LOCOG, this means that making a statement of fact will not create an association if it is made honestly and does not promote goods or services in a context in which the Games are irrelevant.
OSPA outlines a number of defences to infringement of the Olympic and Paralympic Association Rights.
For further information on London 2012 brand legislation, we recommend that businesses familiarise themselves with a number of publicly available documents:
Additional information:
Brand Protection Guidance – Conferences & Events
Brand Protection Guidance – Non-commercial organisations
Brand Protection Guidance – Tourism
