London Games logo to be given community use
01/06/2007 |
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A version of the London 2012 Olympic logo will be made available to sports and community projects not directly involved in the Games in the first instance of a host city sharing the event's promotional benefits beyond its commercial partners.
London will launch its new brand image, including the commercial logo, on Monday, but the organising committee is also developing a non-commercial logo that will be available to sporting and cultural projects across the UK. Major governing bodies and the Central Council for Physical Recreation have been campaigning for access to the London 2012 brand despite tight restrictions on its use, and in the last 10 days Tessa Jowell has indicated a version of the brand will be available.
Negotiations with the International Olympic Committee are ongoing but it is understood that the non-commercial logo will not include the five-ring symbol, the most valuable sponsorship commodity in sport. London is in the process of generating around £600m in sponsorship, and the full logo revealed on Monday will only be available to the organising committee and its commercial partners.
By removing the rings from the non-commercial version London believes that it will be able to spread some of the benefits of the Games and help it deliver on its commitments to increase participation and encourage young people into sport. Non-Olympic sports including cricket and rugby are interested in using the logo to endorse their non-elite work, and there is also interest from the British nations and regions suspicious of London's claims that the Games will be a truly national event.
Officials are drawing up criteria that will have to be met by sports and projects that want to use the logo, which is expected to be made available next year. Participants in London's "cultural Olympiad", which begins next year, will also be permitted to display the logo.
London's rebranding is seen as a key stage in the transformation from candidate to host city. Organisers are hopeful that the new brand will help establish the Games as a credible property among the young that the Olympic movement is desperate to reach.
(Source: Guardian.co.uk)
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