‘Inspired by 2012’
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 is the brand?
The ‘Inspired by 2012’ brand is an initiative led by Department for Culture, Media and Sport to bring together legacy projects inspired by the 2012 Olympic and Paralympic Games under a single brand. This brand will enable them to promote themselves, and be recognised by the public, as legacy projects.
What is the brand is for?
The brand is for national and local projects that were inspired by 2012, connecting those projects with the legacy from the Games, and with lots of other projects, some similar, some totally different, across the country.
The aim is for the brand to be used as widely as possible by organisations and projects inspired by the events of 2012. 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.
What does it look like?
The ‘Inspired by 2012’ brand is depicted by a logo which is a bold and simple wordmark with a distinctive footprint. Designed for maximum legibility at small sizes, it stands out as an endorsement on a variety of communications materials. The logo has three colour variants – colour, mono and reversed in both English and Welsh language versions.
Do organisations have to pay to use the brand?
No. It’s free.
What are the criteria to decide who is able to use the brand?
There needs to be a link to the events of the summer of 2012.
How does it work?
The ‘Inspired by 2012’ brand is the subject of licences agreed between DCMS, as licensor, and third party organisations, as licensees. The duration will be agreed between the licensor and the individual licensee, and may vary depending on the nature of the project.
Licensees are asked to provide regular reports to DCMS, the licensor, on the use of the brand, as set out in the licence. In practice reporting is ‘light touch’, with requests for information occasional and ad hoc.
How this links with the Responsibility Deal Physical Activity Network?
Partners have delivered some fantastic work through Physical Activity Pledges and where appropriate, we are keen that this is recognised under the Inspired by 2012 banner. The Government’s recent launch of Moving More, Living More – a long term physical activity legacy for the London Games – also welcomes new physical activity commitments by business and third sector organisations, which are likely to be eligible for the ‘Inspired by 2012’ brand.
In accordance with your pledges have you….
Drawn on Olympic or Paralympic-related activity, for example the success of Britain’s cyclists during the Games, to promote active travel?
These are just some examples of how your contribution to the Responsibility Deal may have been inspired by 2012 and there may be lots of new activity underway that will be relevant. We are happy to recognise work that has already been undertaken but are particularly interested in any work that has a longer term focus or is new.
What’s in it for you?
What is the process for interested organisations who would like to use the brand?
If you would like to use the brand please fill in the following form:
Inspired by 2012 – Form
Please send your completed form to the Physical Activity Team at: firstname.lastname@example.org
For more information about the Physical Activity Network
For a list of Responsibility Deal partners who have applied for the brand please see here