Branding the London 2012 Olympic Games

Brand protection information


The value of the London 2012 brand is vital to the funding of the Games.

You can help support London 2012 by understanding and respecting the need to protect the brand, and by not using our emblems or otherwise creating an association with the Games unless you are sure you are entitled to do so.

The FAQs below give an overview of why the London 2012 Organising Committee must protect its brand, what our legal rights are, and what you should and should not do in relation to our brand.

We have also produced the following documents which you may find useful - see 'related publications'.

Frequently asked questions
Why is protecting the London 2012 brand so important?
The hundreds of millions of pounds necessary to organise the Games must be raised by the London 2012 Organising Committee from the private sector – by selling sponsorship, official merchandise and tickets.

To raise the necessary revenue, the London 2012 Organising Committee must be able to give its sponsors an exclusive association to London 2012 and the Olympic and Paralympic movements in the UK. As such we must prevent other companies undertaking unauthorised activities which damage our sponsors’ exclusive rights.

If anyone could use the 'Games' Marks' (see below) for free, or otherwise create an association with the Games, sponsors and merchandise licensees would not want to invest in the Games.

Similarly, uncontrolled or free use of the brand could damage its reputation and prestige.

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