January 25th, 2012    
Official Diamond Jubilee logo

Official Diamond Jubilee logo

2012 is going to be a monumental year for the UK as far as events go … It’s the year of the Diamond Jubilee AND the 2012 Olympics. And we should all be celebrating, arranging themed events, boogying-on-down at a record number of street parties to spread happiness, love and joy … Yes, it’s time for BIG SOCIETY to get even BIGGER.

There is one snag though … One of these international events is branded so far up its own you-know-what, that it won’t allow UK citizens to promote Olympic related events using the word ‘Olympic’! Yes it’s brand-awareness gone bonkers. The Olympic Committee’s ‘brand protection document states: “The information provided is intended to help people stay within the law and LOCOG expects it to be used in good faith. In areas of doubt, please respect the spirit of the law and do not undertake any activity which is contrary to LOCOG’s aims and objectives.”

The document includes a flowchart of controlled representations:

The Olympic Symbol (ie the five interlocking rings)
The Olympic Motto
(‘Citius Altius Fortius’ / ‘Faster Higher Stronger’)
the words:
“Olympic(s)”
“Olympiad(s)”
“Olympian(s)”
(or anything similar to them, or translations of them)
The Paralympic Symbol (ie the three “agitos”)
The Paralympic Motto
(Spirit in Motion)
the words:
“Paralympic(s)”
“Paralympiad(s)”
“Paralympian(s)”
(or anything similar to them, or translations of them)

We do consider that it is in rather poor taste to be so over-protective and to not ’share’ in times of economic melt down. You can download the full document by clicking here. We strongly suggest that you do read the ambiguous document if you are thinking of designing a poster to advertise your ‘OxxxxxC’ event!

Diamond Jubilee Celebrations are for everyone!

On the plus side, the Diamond Jubilee organisers have included a useful page on their website dedicated to event branding. Organisers of Diamond Jubilee Events will find links to the official emblem (above) so one can download and include official emblems for their event promotions.  You can find this page by clicking here.

In contrast to the Olympic brand guidelines, the Diamond Jubilee guidelines advise: “The official emblem is available, free of charge, for download from this website. It is available for use for activities associated with the Diamond Jubilee celebrations including community and national events, publications, retail and merchandising. View guidelines for use. It is intended that the emblem be used widely by individuals, organisations, companies and charities for celebrations to mark the Diamond Jubilee. This includes use for commercial purposes and advertising.

How can two major event committees send out such contrasting brand messages?

At The Brand Surgery, we publish a variety of magazines and promotional material and already we have been asked to promote a number of events (after our Wow Factor success back in November 2011). One of our clients is so concerned with the misleading Olympic brand guidelines that they have decided to pull out of promoting any Olympic themed events within their customer information magazine. We don’t blame them as the olympic guidelines suggest that promoting community events with the olympics logo maybe construed as ‘passing off’ of as an official Olympics event.

A message to all of you at Olympics head office. Please get off your high horse – you are not more important than the Queen’s Diamond Jubilee and you should take a leaf out from the Official Diamond Jubilee organiser’s book and share your ’symbols’ so everyone can promote this amazing event!

We appreciate that your sponsors pay £millions to use the dreadful 2012 olympics logo – we don’t particularly want ‘that’ logo. However, how did the five interlocking rings symbol created by Pierre De Coubertin in 1914 come to be copyrighted by the International Olympic Committee?

The five interlocking rings have a meaning: “These five rings represent the five parts of the world which now are won over to Olympism and willing to accept healthy competition.” (from Wikipedia so must be true!). Perhaps the Olympics Committee is concerned about a little healthy competition from community events – hardly surprising really. I’m surprised the Olympic Committee sold any tickets with their backward system.

We salute the Diamond Jubilee Committee for getting it so right. We ask that the Olympics Committee consider sharing.

If you would like advice on how to use the Diamond Jubilee emblem on your marketing material and website, please give us a call on 01903 324229 or email vicky@thebrandsurgery.co.uk. We also design exceedingly successful logos which we encourage you to share!

The Brand Surgery, marketing and website agency serving Sussex.


Posted in Brand Surgery in the Community, Events, Marketing Agency, Olympics, The Brand Surgery, brand research, branding, event marketing, marketing, website design, website development, websites | Comments (0)




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