This action might not be possible to undo. Are you sure you want to continue?
The Olympic Torch Relay is an important part of the build up to the Games, bringing people across the UK together in the spirit of London 2012. It will be a chance to demonstrate the spirit of unity and cooperation among all participating nations, regions and communities. Without LOCOG’s partnerships with all the communities 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 they may 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 Marketing section 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 London 2012 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 communicate their involvement with the Relay. As a non-commercial entity you are entitled to use the London 2012 Olympic Torch Relay logo, in accordance with the defences, limits and exceptions provided for editorial use by law. Appropriate and proportionate use alongside or during relevant news pieces or commentary about the Olympic Torch Relay is therefore allowed and we encourage this. Aside from non-commercial editorial use, we would ask you not to use London 2012 Olympic Torch Relay marks & imagery in other ways without our consent. (Please see the approvals process detailed on page 7.)
As you may be aware, the London 2012 Olympic Torch Relay logo is protected by copyright and trade mark law. Special legislation has also been introduced to prevent unauthorised use of Games-related marks and words, (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 information about 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, please note: – You may not use any marks, words or imagery relating to the Games to create or suggest an association of any kind – especially a commercial association – between you or any third party (or any of your/their products or services) and the London 2012 Games (including the London 2012 Olympic Torch Relay) or the wider Olympic and Paralympic movements, except as permitted by LOCOG. 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 any London 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.
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 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 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.
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/factual content, for example to inform residents of street level route information. In such instances, the collateral should entirely be in the local authority’s own look and feel, with the London 2012 Olympic Torch Relay logo used only as an illustration.
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.)
Placed on a local authority’s 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 within pages of a local newspaper, magazine or events guide to illustrate editorial content about the Relay.
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 as long as the event listing is clearly separated from other events and/or commercial messaging.)
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 and offers a clear call to action for people in your nation or region, town, village or city on the relevant date to welcome 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.
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 promotional activities 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 Fête” “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.
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 at www.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 process Editorial 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, but meets 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 Midlands Manager - Claudine Ratnayake – Claudine.Ratnayake@london2012.com Assistant Manager - Ruth Langford-Johnson – Ruth.Langford-Johnson@london2012.com North West, Yorkshire & Humber and East Midlands Manager – Michaela Blackburn – Michaela.Blackburn@london2012.com Assistant Manager – Clare Cavalier – Clare.Cavalier@london2012.com Northern Ireland, Scotland and North East Manager- Dan Schofield – Daniel.Schofield@london2012.com Assistant Manager – Jo Walmsley – Joanne.Walmsley@london2012.com South East and East of England Manager – Mark Honeybunn – Mark.Honeybunn@london2012.com Assistant Manager – Kiri-Jade Channon – Kiri-jade.Channon@london2012.com 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.
This action might not be possible to undo. Are you sure you want to continue?
We've moved you to where you read on your other device.
Get the full title to continue reading from where you left off, or restart the preview.