"It is certainly very tough legislation," says Paul Jordan, a partner and marketing specialist at law firm Bristows, which is advising both official sponsors and non-sponsoring businesses on the new laws. "Every major brand in the world would give their eye teeth to have [a piece of legislation] like this. One can imagine something like a Google or a Microsoft would be delighted to have some very special recognition of their brand in the way that clearly the IOC has."
As well as introducing an additional layer of protection around the word "Olympics", the five-rings symbol and the Games’ mottoes, the major change of the legislation is to outlaw unauthorised "association". This bars non-sponsors from employing images or wording that might suggest too close a link with the Games."
Full article: Guardian, Olympics 2012: branding ‘police’ to protect sponsors’ exclusive rights
"In graphic design, an ‘exclusion zone’ is an area around a logo which must be left clear. Corporate brand and logo usage guidelines demonstrate the proportion of vertical and horizontal space around a logo into which no other element can intrude.
In urban design, exclusion zones are becoming commonplace in relation to sponsorship of sporting events. The Brand Exclusion Zone is the newest form of urban demarcation, and can be used not only to affect signage and advertising, but also restrict personal freedom of choice. Within this context, the London 2012 Olympics represents one of the most radical restructuring of the rights of the city in London. The ‘canvas’ of London will belong exclusively to the Olympic marquee brands."
Full article: Kosmograd
