Inspired by 2012 – Guidance for Responsibility Deal Partners

Inspired by 2012 logoAre your Physical Activity Responsibility Deal pledges inspired by the events of 2012? If so you may be eligible to apply for use of ‘Inspired by 2012’ branding.

‘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.

Reporting requirements
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….

  • Organised community physical activity events that were inspired by the London 2012 Olympics and Paralympics or the Queen’s Diamond Jubilee?
  • Been able to promote the guidelines on physical activity by linking them to the events of 2012?
    Drawn on Olympic or Paralympic-related activity, for example the success of Britain’s cyclists during the Games, to promote active travel?
  • Undertaken workplace physical activity challenges that captured the excitement of the London 2012 or built upon the Olympic or Paralympic values?
  • Drawn upon the appeal of the Olympics and Paralympics to reach traditionally hard-to-reach audiences?
  • Announced activity related to the Mayor of London’s Sports Legacy Programme?
  • Linked new, sustainable work to promote physical activity (beyond your core business) to the Government’s Moving More, Living More campaign?
  • 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?

  • Use of a brand, (at no cost) connecting you to the legacy from the 2012 Olympic and Paralympic Games.
  • Chance to be part of ‘Inspired by 2012’ communications activity, including the twitter feed (@2012govuk) which has over 25,000 followers, ‘Inspired by 2012’ Facebook and ‘Inspired by 2012’ regular e-newsletter.
  • Link to the Government’s ‘Moving more, Living more’ initiative, which was inspired and launched by Lord Coe as the PM’s Olympic and Paralympic Legacy Ambassador, and which has strong ministerial support across government
  • We would like to distinguish RD/PAN partners who have secured ‘Inspired by 2012’ status for their pledges through the Government’s Responsibility Deal website. We are considering, with brand licensees and network members, what other activity might be useful and feasible to support licensees, e.g. networking events.
  • 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:

    More Information

    For more information about the Inspired by 2012 brand

    For more information about the Physical Activity Network

    For a list of Responsibility Deal partners who have applied for the brand please see here

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