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New brand to highlight legacy of London 2012

Sport and community projects up and down the country will be able to show they are ‘inspired by 2012.’

This was published under the 2010 to 2015 Conservative and Liberal Democrat coalition government

Inspired by 2012 logo

The ‘inspired by 2012’ brand is a new government initiative to bring together the legacy projects inspired by the London 2012 Olympic and Paralympic Games and the Diamond Jubilee under a single banner. It will celebrate the success of the projects and help them promote themselves to the public.

From projects encouraging more people to take up sport, to organisations promoting volunteering, groups using the logo will help to promote the huge amount of goodwill and enthusiasm generated last summer.

“Making the most of the 2012 magic”

Culture Secretary, Maria Miller said:

Last year was a summer like no other, showcasing the best of Britain and bringing together people and communities right across the country. We are determined to make that feeling of inspiration and enthusiasm last. One of the strengths of the 2012 legacy is that it means many different things to different people. The new ‘inspired by 2012’ brand will help all the great projects connect with each other and with the public, making the most of the 2012 magic.

Sebastian Coe CH, KBE, the Prime Minister’s Olympic and Paralympic Legacy Ambassador explained that the brand would “help people recognise the breadth of the legacy”, and act as a reminder of “one of the greatest summers in living memory.”

Sportivate first to use the brand

The brand was unveiled by the Culture Secretary during a visit today to the Festival Wakeboard Park in Basildon, Essex where Sport England announced £24 million to expand and extend its successful Sportivate programme. Miller also announced that Sportivate will be one of the first legacy projects to use the brand, along with Join In, Big Lottery Fund and Our Big Gig.

Projects due to use the brand


Sportivate is a lottery-funded project aimed at 14-25 year olds who aren’t doing sport in their own time – and from September 2013, it will open up to younger people, helping 11, 12 and 13 year-olds make the shift from school to club sport.

Join In

The inaugural Join In weekend in August 2012 saw 300,000 people enjoy sport at their local sports club – where it starts for every future champion. The aim of Join In is to encourage people to help out at sports clubs and community groups around the UK. Run by a charity, it also receives a government grant.

Our Big Gig

Our Big Gig aims to use music to bring communities together by encouraging participation and ongoing involvement, for example through formation of new music groups or community choirs. It is being delivered by not-for profit arts organisation Superact on behalf of the Department for Communities and Local Government

Big Lottery Fund

Big Lottery Fund is responsible for distributing £600 million each year (40 per cent) of all the money raised for good causes by the National Lottery - around £6 billion since 2004. It also distributes non-Lottery funding on behalf of the government. In September 2012 the Big Lottery Fund announced its new Spirit of 2012 Trust through which it will invest up to £40m from the sale of the Olympic village in building a lasting legacy from the 2012 Games for communities across the UK.

Further information

Published 10 April 2013
Last updated 10 April 2013 + show all updates
  1. Added link to Sportivate programme.
  2. First published.