Culture, Tourism and 2012 Forum
2012 Branding
Report by:
Simon Edwards
Date:
16 July 2007
Contact
Officer:
Simon Edwards
Telephone:
0207 934 9826
Item no: 08
Job title:
Head of 2012 Policy
Email:
[email protected]
Summary
The new London Olympic Games and Paralympic Games logo was
launched on 4 June 2007. Over the Summer London Councils 2012 team
will be involved in discussions with LOCOG on criteria for London
boroughs access to the brand. Access to the brand is likely to be limited
to a small number of pan-London projects and therefore it is essential that
London Councils and boroughs consider how we engage in these
discussions and what pan-London initiatives we would want to put forward
in discussions with LOCOG and major sponsors.
Recommendations
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Members note the brand update;
Members to give a steer on issues relating to criteria for access to
2012 brand;
Members consider specific initiatives to put forward on a pan-London
basis for:
Endorsed Mark;
Association with sponsors.
Background
1. London Councils has been lobbying LOCOG to ensure that development of the new
Olympic brand included provision for use by London boroughs or that a recogniseable
derivative of the brand was delivered for wider use by the not-for-profit sector in
general.
2. As London council tax payers are contributing £625 million towards staging the
Games – six times the contribution of the largest sponsor – we have argued that it is
only fair that boroughs have access to the brand in order to promote initiatives that
deliver a lasting legacy for all of London.
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3. London Councils believes that this is essential if we are to encourage our residents to
get involved in schemes marking the run up to the Games and make the most of this
opportunity to spread the benefits as widely as possible.
4. It could also have serious implications for ensuring that Londoners remain supportive
of the Games and as a result fully embrace the opportunities the Games present for
all Londoners in sport, culture, volunteering, education, health and the environment.
Brand launch and architecture
5. The new 2012 brand was launched on 4 June at the Camden Roundhouse to which
Forum members and lead officers were invited. The brand, which will go live from
August 2008, is meant to establish the character and identity of the London 2012
Games and what the Games will symbolise nationally and internationally. For the first
time the logo will represent both the Olympic Games and Paralympic Games and will
be available to sponsors and non-commercial organisations. A copy of the LOCOG
branding launch press release and follow up information sheet with further
information are attached as Annex A.
6. Prior to this on 1 June the Chairman of London Councils, Merrick Cockell, and Head
of 2012 Policy, Simon Edwards, were given an exclusive preview of the logo and
explanation of brand architecture by LOCOG Head of Communications and
Government relations team. We were shown considerably more than has emerged
into the public domain so far and the Chairman was supportive of both the design and
the concept, particularly the innovative style, dynamism and focus on young people.
We were also pleased to note that the multi-layered brand architecture should enable
boroughs to engage with 2012 and access the logo in a number of ways.
7. The brand architecture has several levels, allowing variations on the main brand/logo
to be used in different ways by different organisations and initiatives:
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London 2012 Core Brand
A. Commercial partners, broadcasters, Licensees
B. Official LOCOG programmes (Torch relay, Volunteer programme etc)
C. Organisation recognition (stakeholders and funders, national lottery,
Games delivery partners including host boroughs, venues and service
providers)
Endorsed Mark
A. Non-commercial programmes endorsed by London 2012 (GLAs
London Summer of Sport, UK School Games etc)
8. There will now be a period of discussion and consultation with key stakeholders over
the Summer on criteria for access to the logo under these headings, which London
Councils will be key stakeholders on behalf of boroughs. It is clear from discussions
that London Councils and boroughs should concentrate on 3 specific aspects of the
brand architecture:
 Endorsed Mark
 Organisation Recognition
 Partnerships with commercial sponsors
Endorsed Mark
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9. This will be for non-commercial programmes endorsed by LOCOG and will be limited
to a small number (2/3) of pan-London initiatives initially, increasing in number each
year up to 2012. It will be strictly for programmes as opposed to organisations.
10. On Thursday 21st June, LOCOG hosted a briefing seminar to update stakeholders on
how plans for the London 2012 Cultural Olympiad are developing and included a
number of principles about how the endorsed mark will work for the Cultural
Olympiad. All projects must respond to the values and principles of the Olympiad and
additionally the brand will only be licensed when:
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work is new, specifically designed for the Olympiad
work begins in August 08 or after
developed on a not-for-profit basis
developed by an organisation fit for purpose
useage does not offer marketing rights to non-Olympic sponsors.
the brand is used under licence
reviewed on a case by case basis
11. Whilst criteria for sport, education, local authorities and community groups is not as
developed as for culture these principles give an indication of the criteria that may be
applied to use of the endorsed mark.
Organisation Recognition
12. This will be a mark to recognise organisations such as stakeholders and funders,
national lottery funded projects and Games delivery partners including host boroughs,
venues and other service providers such as emergency services.
13. In discussions with LOCOG we have made it clear that London boroughs should be
able to use this mark as we are clearly all funders of the Games, provide essential
services and many boroughs are also clearly hosting the Games in some way.
14. LOCOG have indicated that in their opinion at least 20 boroughs are hosting the
Games – including the 5 East London host boroughs, Merton and Brent – and that
use of this mark for those boroughs will form part of the discussions on criteria for
access.
Partnerships with commercial sponsors
15. There is another route which could give borough programmes both access to the
2012 logo and also potential for funding. The official sponsors will be interested in
promoting their association with the Games - for example Lloyds TSB, the only official
sponsor to date, have indicated that they are interested in working in and with
communities.
16. This again will be limited in number initially and would certainly need a programme
delivered on a pan-London basis but is a real opportunity for boroughs to access the
brand and additional funding to deliver real improvements in community programmes.
17. We have had unofficial conversations with LOCOG and Southwark Council exploring
this concept, as officers are already in discussions with a number of other boroughs
about rolling out their exemplary Southwark Community Games programme which
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provides sporting opportunities across the borough for over 8000 children (planned to
double by 2012) every week, providing coaching and organised activities in the heart
of communities.
Conclusion
18. With these branding and funding opportunities in mind London Councils 2012 team
will:
 Engage LOCOG and other key stakeholders on criteria for access to the logo
on behalf of boroughs arguing that boroughs should have the right of access
to the Organisation Recognition brand
 Explore opportunities and ideas for pan-London programmes to access the
Endorsed Mark
 Explore opportunities and ideas for pan-London programmes which will attract
branding and funding from official sponsors
 Produce a sponsorship proposal including a number of programme options
19. We would welcome a steer from Forum members on these issues and any ideas and
issues around pan-London programmes of work to enable us to utilise the brand and
attract additional resources to fund community programmes.
Financial Implications for London Councils
None
Legal Implications for London Councils
None
Equalities Implications for London Councils
None
Appendices
Appendix A - LOCOG branding launch press release and follow up information sheet with further
information
Background Papers
None