Brand Protection Guidelines for Tourism

If you plan to make any reference to the 2012 Games in your relation to your business, it is important understand what restrictions are in place regarding the use of Games-related symbols, imagery and terminology.

London 2012 has produced bespoke brand protection guidelines for the tourism industry (PDF) to help you understand what is permissible. This provides you with practical examples and context.

The reasons behind these restrictions is that London 2012 has a commitment towards its sponsors and licensees to provide them with exclusive rights to associate with the Games and use Games-related symbols and imagery. The law prevents other businesses from doing this without the authority of the London 2012 organisers. This ensures the considerable investments made by sponsors and licensees can be protected and, ultimately preserves the funding which enables the Games to be put on. The "host country" logo on this page is an example of a specially authorised use of the London 2012 branding awarded to VisitBritain.

To help you overcome some of these restrictions, VisitBritain has produced free-to-download "2012 Games inspired" images for you to use in your promotions. To view the dedicated image gallery visit www.VisitBritainimages.com/2012Games.