Top 10 Tips – the Use of the Olympic Games Logo

by Geoff Hurst, Marketing Director, The Chartered Institute of Marketing.

1. The London Organising Committee of the Olympic Games and Paralympic Games (LOCOG) has gone to considerable efforts to protect the logos connected to the London 2012 Games. Those connected to the promotions business should bear in mind that the penalty for their misuse is likely to be severe and companies should contact LOCOG to find out full details of permissible uses.

LOCOG's rights are protected in law. The organisation can take legal action against businesses which falsely suggest connection to the Games, under the passing of special legal rights under the London Olympic Games and Paralympic Games Act 2006 and the Olympic Symbol etc. (Protection) Act 1995.

The only people entitled to use the London 2012 brand and the Protected Games Marks are the organisers of London 2012, its sponsors, official broadcasters, official merchandise licensees and licensed non-commercial partners.

All films, musical works, artistic works and designs (e.g. the Games' emblems, mascots and posters) created by LOCOG or other official Olympic and Paralympic bodies, (existing or future) connected to the Games will be protected by copyright.

An association with the Games can be created by the use of any words, images or marks, or more likely a combination of these. For example, athletic images, representations of an Olympic-style torch and flame, the colours of the Olympic rings and other representations relating to the Games may each contribute to the creation of an association.

The protection also covers certain words and phrases. The use of the words Games, Two Thousand and Twelve, 2012, Twenty-Twelve, London, medals, sponsors, summer, gold, silver, and bronze in particular combinations could all break the rules. For example, the phrases 'Backing the 2012 Games' and 'Supporting the London Games' would be likely to fall foul of the law if they were used without permission.

There may be cases when the listed expressions can be used, but no association with the Games is created, (for example 'Massive summer toy sale, all games half price). Conversely, unlawful association can be created without any use of the listed expressions – infringement will ultimately depend on whether the 'impression' of an association has been created.

The rules also apply to words and symbols similar to the official words and symbols, such as the word 'Olympix' or variations of the Olympic rings.

LOCOG can enforce its legal rights by, for example, obtaining court orders for the seizure of unauthorised merchandise and the payment of compensation.

If in doubt, visit www.london2012.com for more information. If you think you may have broken the rules or are planning something which could possibly be illegal, take independent legal advice.

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