additional guidance on use of the london 2012 olympic torch relay marks and imagery for local...

7/31/2019 Additional Guidance on Use of the London 2012 Olympic Torch Relay Marks and Imagery for Local Authorities

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ADDITIONAL GUIDANCE ON USE OF THE LONDON 2012 OLYMPIC TORCH RELAY MARKS AND

IMAGERY FOR LOCAL AUTHORITIES

The Olympic Torch Relay is an important part of the build up to the Games, bringing people across the UKtogether in the spirit of London 2012. It will be a chance to demonstrate the spirit of unity and cooperationamong all participating nations, regions and communities. Without LOCOGs partnerships with all thecommunities and local authorities throughout the UK, our ambitions for the Relay would not be realised.

The purpose of this document is to give local authorities further guidance on the ways in which they are

permitted to use the London 2012 Olympic Torch Relay marks and imagery, and the ways in which theymay communicate their involvement with the Relay. It also gives advice on the ways you can connect your

own events to the Olympic Torch Relay.This document should be read in conjunction with the Marketingsection of the Community Planning Guide.

Key principles for using London 2012 Olympic Torch Relay marks & imagery

Local authorities have the right to use the official designations granted to them and can use the London2012 Olympic Torch Relay brand in a number of ways, as outlined in the following pages.

In March 2012, we will provide local authorities with a variety of materials to help them communicatetheir involvement with the Relay.

As a non-commercial entity you are entitled to use the London 2012 Olympic Torch Relay logo, inaccordance with the defences, limits and exceptions provided for editorial use by law. Appropriateand proportionate use alongside or during relevant news pieces or commentary about the OlympicTorch Relay is therefore allowed and we encourage this.

Aside from non-commercial editorial use, we would ask you not to use London 2012 Olympic TorchRelay marks & imagery in other ways without our consent. (Please see the approvals processdetailed on page 7.)

As you may be aware, the London 2012 Olympic Torch Relay logo is protected by copyright and trade marklaw. Special legislation has also been introduced to prevent unauthorised use of Games-related marks andwords, (including, but not limited to the Olympic Rings, the London 2012 logo and the London 2012

Olympic Torch Relay logo,) which prevent unauthorised associations with the Games. More informationabout these laws is available atwww.london2012.com/brandprotection . You have also signed anagreement which requires you to respect our need to protect the London 2012 brand. In particular, pleasenote:

You may not use any marks, words or imagery relating to the Games to create or suggest anassociation of any kind especially a commercial association between you or any third party (orany of your/their products or services) and the London 2012 Games (including the London 2012Olympic Torch Relay) or the wider Olympic and Paralympic movements, except as permitted byLOCOG.

Our marks and imagery should not be placed in the vicinity of any third party advertising or other

promotional material. Commercial acknowledgements should always be clearly separated from anyLondon 2012 Olympic Torch Relay marks & imagery (for example, in an event programme,

acknowledgement of any local contributors that have been approved by LOCOG should be on a

separate page.)

The London 2012 Olympic Torch Relay artwork is available to download from the Torch Relay pages on the

Exchange, but we ask that you respect the principles set out above in your use of it and please do not use

it for any purposes other than those outlined in these guidelines.
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Designations and logo creation

Local authorities have been granted permission to use the following designations when communicating

their involvement in the London 2012 Olympic Torch Relay:

Evening Celebration SitesHost Community of the London 2012 Olympic Torch Relay

Communities On RouteCommunity name welcoming/welcomes the London 2012 Olympic Torch

Relay

As per the examples below, local authorities should not create their own logos, strap lines or slogan for the

London 2012 Olympic Torch Relay. Local authorities should use the designations detailed above and not

use this designation to create any kind of logo or creative asset.


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Editorial use of the London 2012 Olympic Torch Relay logodos & donts

Local authorities can use the London 2012 Olympic Torch Relay logo primarily to illustrate

editorial/informative content around the Olympic Torch Relay and their communitys role in the Relay.

Used in leaflets or flyers with editorial/factual

content, for example to inform residents of street

level route information. In such instances, the

collateral should entirely be in the local authoritys

own look and feel, with the London 2012 Olympic

Torch Relay logo used only as an illustration.

Placed on a local authoritys website or within

an e-newsletter to illustrate editorial content about

the Relay, including pages containing images that

local authorities have taken of the official events.

(The third party commercial messaging in the

bottom left hand corner is acceptable because it

is clearly separated from the use of the logo.)

Used on the cover of a publication where the

contents is relevant for example a local events

guide. There should be no third party commercial

messaging on the cover. (The logo/image could

be used on a page within this type of publication

was well, as long as the event listing is clearly

separated from other events and/or commercial

messaging.)

Used within pages of a local newspaper,

magazine or events guide to illustrate editorial

content about the Relay.


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The London 2012 Olympic Torch Relay logo

should only be used alongside information directly

and wholly relating to the Olympic Torch Relay,

and should not be used on generic content, for

example on local authority homepages when not

accompanied by Torch Relay content, or on the

cover of local authority publications not directly

relating to the Relay.

Local authorities should not use the London

2012 Olympic Torch Relay logo to create any kind

of association with any third party. In particular,

the logo should not be placed in the vicinity of any

third party commercial branding or advertising,

without clear separation.

Local authorities should not use the London

2012 Olympic Torch Relay logo on the cover of

publications where the content as a whole is not

relevant, for example on residents magazines

with council tax or refuse collection information.

(The logo/image could be used on a page within

this type of publication which contains editorial

content relating to the Olympic Torch Relay aslong as the event listing is clearly separated from

other events and/or commercial messaging.)


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Promoting the official events of the Relay

LOCOG has provided local authorities with a London 2012 Olympic Torch Relay Invitation for initial

promotion of the Torch Relay:

This invitation is designed to allow local authorities to let people know when the Torch Relay is coming andoffers a clear call to action for people in your nation or region, town, village or city on the relevant date towelcome the Olympic Flame.

The invitation is scalable and can be used as a poster, flyer or used in publications. Please see the

guidelines issued along with the invitation. The invitation and guidelines on use are currently available on

the Exchange.

Promotional toolkit

In March 2012, LOCOG will issue local authorities with a toolkit of templates (including posters, ad

templates and web banners) which they can use to further promote the London 2012 Olympic Torch Relay.

The items in this toolkit will be in the official London 2012 Olympic Torch Relay look and feel and will be for

local authorities to encourage people to line the route when the Relay passes through the community, and

to promote Evening Celebration events. Local authorities will be able to edit these materials to include

details of event times and locations.These materials will not be for local authorities to promote their own events, please see page 6 for

information on how you can link your own events to the London 2012 Olympic Torch Relay.

Subject to being used within the parameters of the accompanying guidelines, promotional materials

provided to local authorities can be used by local authorities without prior approval by LOCOG. We

encourage local authorities to use the official promotional items issued to them by LOCOG wherever

possible and only design their own posters/flyers/advertisements etc. to promote the Olympic Torch Relay

where the official materials provided cannot be used for technical reasons. In this instance, the materials

will need to be approved by LOCOG. Further and more detailed guidance on the use of these materials will

be published alongside this toolkit.


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Promoting local authority events

LOCOG recognises that local authorities will want to capitalise on the sense of community and celebration

ignited by the spirit of the Olympic Flame coming to town, and perhaps stage their own celebratory events,

aside from the official events of the London 2012 Olympic Torch Relay. Local authorities are permitted to

reference the London 2012 Olympic Torch Relay in the promotion of these events, subject to the following:

The event must be entirely non-commercial, that is, no charge is made for entry, there are no

commercial sponsors of the event, and no commercial concessions or commercial promotionalactivities take place at them. The event is not-for-profit and does not seek to raise funds, either for the local authority or any other

third party, including charitable organisations.

Existing events with known identities (for example the Edinburgh Festival,) should not be adopted or

adapted as London 2012 Olympic Torch Relay events unless expressly approved by LOCOG. This

guidance applies only to events which you are specifically putting on in celebration of the Olympic

Torch Relay.

Local authorities can reference the London 2012 Olympic Torch Relay in the promotion of these events by

using the phrase celebrating, or welcoming. Use of the word Olympic should only be within a factual

statement and should not be possessive of the event:

Newmarket Fun Day - Celebrating the London 2012 Olympic Torch Relay

Amersham Carnival - Celebrating the arrival of the Olympic Flame

Newham Welcoming the Torch Fun Day

Newmarket Olympic Fun Day

Amersham Olympic Torch Relay Carnival

Newark Olympic Celebration Day

Lewes Flame Fte

Hammersmith Olympic Torch Welcome Ceremony

Events of this nature should be clearly positioned as local authority events, rather than official London 2012

events, and as such local authorities are not permitted to use any London 2012 marks or imagery to

promote these events. It should be easily understood by members of the public that the Olympic Flame will

not be present. These events do not need to be submitted for formal approval, but please keep us informed

of your plans.

Local authorities should use their own look and feel in the promotion of these events and should not

attempt to use the official look and feel of the London 2012 Olympic Torch Relay. The marks, imagery and

promotional materials issued to local authorities are solely for use in promoting the official events of the

London 2012 Olympic Torch Relay (official Evening Celebrations and the passing of the Relay through the

community,) they cannot be used to promote your additional events and activities.


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Planting and London 2012 Look

The Games Look Book is designed to give local authorities ideas and guidance about how they can

celebrate the Olympic and Paralympic Games in 2012, and how to purchase Look items. It also includes

extensive guidance on planting and mowing to allow local authorities to celebrate the Games.

The Games Look Book is open to all local authorities and can be accessed atwww.gameslookbook.com

Please note users are required to register in order to access the Games Look Book.

Merchandise and uniforms

Please note, local authorities are not permitted to use any London 2012 Olympic Torch Relay marks or

imagery on any merchandise (for example t-shirts, baseball caps, sports equipment, keyrings or any other

gifts, souvenirs, clothing or apparel.) Please note that this also includes event steward and volunteer

uniforms.

Approval processEditorial use of the London 2012 Olympic Torch Relay logo, strictly within the parameters outlined in these

guidelines, is pre-approved for local authorities.

Other items, including but not exclusive to uniforms, merchandise or other advertising, are not permitted to

bear any London 2012 Olympic Torch Relay marks or imagery.

Use not covered by these guidelines must be approved by LOCOG, and please note that LOCOG is

unlikely to approve any uses which are not consistent with the principles set out in these guidelines.

To seek approval for any use of the Olympic Torch Relay brand that is not covered by these guidelines, butmeets the principles they set out, or for any other enquiries regarding use of marks and imagery by local

authorities, please contact the relevant member of the Torch Relay team:

South West, Wales and West MidlandsManager - Claudine [email protected] Assistant Manager - Ruth [email protected]

North West, Yorkshire & Humber and East MidlandsManager Michaela [email protected] Assistant Manager Clare [email protected]

Northern Ireland, Scotland and North EastManager- Dan [email protected] Manager Jo [email protected]

South East and East of EnglandManager Mark [email protected] Assistant Manager Kiri-Jade [email protected] LOCOG has provided further guidance on use of its marks and imagery, outside of the Olympic Torch

Relay including guidance for online use and social media, in Additional guidance on using London 2012

marks for host boroughs / councils and counties. Please consult this document for further information.
http://www.gameslookbook.com/http://www.gameslookbook.com/http://www.gameslookbook.com/mailto:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]://www.gameslookbook.com/

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