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

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

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Published by: Help Me Investigate on May 30, 2012
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ADDITIONAL GUIDANCE ON USE OF THE LONDON 2012 OLYMPIC TORCH RELAY MARKS ANDIMAGERY 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
LOCOG’s
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 arepermitted 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 yourown 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 2012Olympic Torch Relay logo,) which prevent unauthorised associations with the Games. More informationabout these laws is available at www.london2012.com/brandprotection.You have also signed an agreement 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 otherpromotional 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 aseparate page.)The London 2012 Olympic Torch Relay artwork is available to download from the Torch Relay pages on theExchange,but we ask that you respect the principles set out above in your use of it and please do not useit 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 communicatingtheir involvement in the London 2012 Olympic Torch Relay:Evening Celebration Sites
 –
 
“Host Community of the London 2012 Olympic Torch Relay”
 Communities On Route
 –
 
“Community 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 theLondon 2012 Olympic Torch Relay. Local authorities should use the designations detailed above and notuse this designation to create any kind of logo or creative asset.
 
 
 
 
3
 
Editorial use of the London 2012 Olympic Torch Relay logo
 –
 
dos & don’ts
 
Local authorities can use the London 2012 Olympic Torch Relay logo primarily to illustrate
editorial/informative content around the Olympic Torch Relay and their community’s role in
the Relay.
Used in leaflets or flyers with editorial/factualcontent, for example to inform residents of streetlevel route information. In such instances, the
collateral should entirely be in the local authority’s
own look and feel, with the London 2012 OlympicTorch Relay logo used only as an illustration.
 
Placed on a local authority’s website
or withinan e-newsletter to illustrate editorial content aboutthe Relay, including pages containing images thatlocal authorities have taken of the official events.(The third party commercial messaging in thebottom left hand corner is acceptable because itis clearly separated from the use of the logo.)
Used on the cover of a publication where thecontents is relevant
 –
for example a local eventsguide. There should be no third party commercialmessaging on the cover.(The logo/image couldbe used on a page within this type of publicationwas well, as long as the event listing is clearlyseparated from other events and/or commercialmessaging.)
Used within pages of a local newspaper,magazine or events guide to illustrate editorialcontent about the Relay.

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