The Glasgow 2014 Commonwealth Games emblem (brand) is the property of the Commonwealth Games Federation and is licensed to the host city for use within the bidding/games period. It is one of the most valuable assets of the 2014 Organising Committee and is the intellectual property associated with our visual identity.
Glasgow 2014 Interim Brand
This visual identity (or brand) is an extremely important tool in differentiating us from other sporting and cultural events, and provides a recognisable mark and positive association for people who come into contact with us. The brand conveys a look, feel and tone of voice for our communications which influences perceptions, opinions and expectations.
Since Glasgow won the bid to host the games on 9th November 2007, the Host City Brand Emblem has been reconfigured to form an “Interim Brand Emblem”. This is similar to the Bid Phase Brand with the exception of the words “Candidate City”. This brand will be used on all communications by those individuals and organisations authorised to use it until a new emblem is developed to cover the Games time period.
Who can use the brand?
Due to the commercial rights attached to the Games, use of the Glasgow 2014 emblem and associated branding devices (e.g. the Games tartan) is strictly limited to the small number of organisations that are funding the games, plus a small number of other support/partner organisations that have been granted permission/use.
The value of the Glasgow 2014 brand is vital to the funding of the Games.
You can help support Glasgow 2014 by understanding and respecting the need to protect the brand, and by not using our emblems or otherwise creating an association with the Games unless you are sure you are entitled to do so.
The FAQs below give an overview of why the Glasgow 2014 Organising Committee must protect its brand, what our legal rights are, and what you should and should not do in relation to our brand.
In time the Organising Committee will produce a number of documents which will go into further detail, when appropriate, and these will be made available on the website.
Frequently asked questions
Why is protecting the Glasgow 2014 brand so important?
The hundreds of millions of pounds necessary to organise the Games must partly be raised by the Glasgow 2014 Organising Committee from the private sector – by selling sponsorship, official merchandise and tickets.
To raise the necessary revenue, the Glasgow 2014 Organising Committee must be able to give its sponsors an exclusive association to Glasgow 2014 and CGF movements in the UK. As such we must prevent other businesses and individuals undertaking unauthorised activities which damage our sponsors’ exclusive rights.
If anyone could use the ‘Games’ Marks’ for free, or otherwise create an association with the Games, sponsors and merchandise licensees would not want to invest in the Games.
Similarly, uncontrolled or free use of the brand could damage its reputation and prestige.
What are the Games’ Marks?
All of the official names, phrases, trade marks, logos and designs related to the Glasgow 2014 Games and CGF movements (collectively referred to as the ‘Games’ Marks’) are protected by the law in a variety of ways.
How are the Games’ Marks protected?
The Games’ Marks are legally protected by a variety of means across several different countries in the Commonwealth. Of the Games Marks, some are protected as registered trademarks, others as registered designs and certain works have been registered as word marks. All have copyright protection.
In the Host Country, the Glasgow Commonwealth Games Act 2008 has been introduced. This Act reinforces the importance of the brand by regulating trading activities and advertising of the Games.
What can’t you do?
The unauthorised use of any of the Games’ Marks (or any other marks or logos that are confusingly similar to, or likely to be mistaken for, them) is strictly prohibited.
For example, without the Glasgow 2014 Organising Committee’s written consent, it is unlawful to use the Glasgow 2014 logo in the course of trade. Equally, it is unlawful to use the CGF’s own Games emblem (the CGF ‘bar’ that appears in the lower section of the Games brand) without the consent of the CGF.
So these Marks cannot, for example, be used on goods, in business names, on business papers or in advertising.
It is also unlawful, whether through the use of the Games’ Marks or otherwise, to falsely represent any association, affiliation, endorsement, sponsorship or similar relationship with Glasgow 2014 without its permission.
When can the Games’ Marks be used?
The Games’ Marks can be used with the written authorisation of the Glasgow 2014 Organising Committee.
Authorisation will only be given to official sponsors, licensees and non-commercial partners.
There are very few instances when the Games’ Marks can be used without our consent.
The Marks protected by the trade marked registrations can, however, be used in editorial news pieces without our authorisation and journalists are, in certain circumstances, able to use our emblem etc to illustrate an editorial piece about the Games.
This exception does not however apply to businesses or individuals which produce newsletters, client bulletins or other marketing collateral.
What will happen if somebody uses the Games’ Marks without consent?
The Glasgow 2014 Organising Committee is obliged to protect the Games’ Marks in order to raise the funds needed to host the 2014 Games. Unauthorised use of the Games’ Marks will be taken very seriously by the Organising Committee as this represents a breach of registered trademarks.
The Glasgow 2014 Organising Committee expects that everyone will refrain from unauthorised use of the Games’ Marks. If necessary, however, the Glasgow 2014 Organising Committee is prepared to take legal action to protect the Games’ Marks.
This could include court orders for the seizure of unauthorised merchandise and the payment of compensation.
Who is allowed to use the Games’ Marks?
Official partners, sponsors, suppliers and licensees will be allowed to use the Games’ Marks in accordance with the terms and conditions of their agreements with Glasgow 2014. Details of our current partners are given elsewhere on this website.
Contact
Use of the brand is strictly limited and prohibited, but if you would like to speak to us about this, please contact the Brand Protection Team at Glasgow 2014 on 0141 287 2014.
Unauthorised use of the brand emblem can also be reported to the Brand Protection Team on the same number. The Organising Committee will follow up all instances of unauthorised use.
Thank you for helping the Organising Committee to protect the brand.