The Inspired by 2012 brand brings together legacy projects inspired by the 2012 Olympic and Paralympic Games and the Diamond Jubilee.
2012 was an inspirational year for people throughout the United Kingdom. The London 2012 Olympic and Paralympic Games, the Olympic and Paralympic Torch Relays and the Diamond Jubilee inspired people to come together as communities, volunteer or try new sports.
One of the strengths of the 2012 legacy is that it can mean many different things to different people. Having an umbrella, in the form of a legacy brand/mark, allows lots of different legacy activity or benefits to link a single message: ‘this happened because of what happened in 2012’ or ‘this was inspired by 2012’.
What the logo is
The ‘Inspired by 2012’ brand is an initiative led by DCMS and Cabinet Office to bring together legacy projects inspired by the 2012 Olympic and Paralympic Games and the Diamond Jubilee under a single brand. This brand will enable them to promote themselves, and be recognised by the public, as legacy projects.
What the logo is for
The logo is for national and local projects that were inspired by 2012, connecting those projects with the legacy from the Games and the Jubilee, and with lots of other projects, some similar, some totally different, across the country.
Who the logo is for
The aim is for the brand to be used as widely as possible by organisations and projects inspired by the events of 2012. Initially it will be licensed to a number of national organisations running legacy projects, such as Sport England and the Join In Trust. Because there is no direct link to the 2012 Games the brand can, unlike similar brands in the past, be used in conjunction with commercial sponsorship.
Length of time logo can be used
The ‘Inspired by 2012’ brand is the subject of a number of licences agreed between DCMS, as licensor, and third party organisations, as licensees. The duration will be agreed between the licensor and the individual licensees, and may vary depending on the nature of the project.
Is this the same as LOCOG’s ‘inspired by London 2012’ brand?
No. LOCOG’s ‘inspired by London 2012’ brand was for non-commercial projects inspired by the Games. There were strict criteria which were applied by a central team in LOCOG. LOCOG’s cut-off for approval of the Inspire mark was December 2011. That brand included the 2012 Games logo and cannot be used on new projects. There were also strict rules about its use alongside other brands, especially company logos.
The new brand does not include the 2012 Games logo and can be used much more flexibly alongside other logos and in conjunction with commercial sponsorship. It simply denotes that a project or event was inspired by what happened last summer, including the 2012 Games and the Diamond Jubilee.
Do organisations have to pay to use the brand?
No. It’s free.
What is the process for interested organisations who would like to use the brand?
Anyone interested in using the brand should contact Andrew Honeyman in the Cabinet Office Olympic and Paralympic Legacy Unit at email@example.com or 020 7276 2013.
What are the criteria to decide who is able to use the brand?
There needs to be a link to the events of last summer, either the 2012 Games or the Jubilee.
For those organisations which have signed licences with Government the logo’s artwork is below…
Questions on policy relating to use of the brand, including from organisations wishing to use the brand, should come to Andrew Honeyman in the Olympic and Paralympic Legacy Unit at the Cabinet Office. Specific questions from licensee organisations on the application of brand guidelines should be directed to Melissa Pickering at the Department for Culture, Media and Sport.