Glasgow 2014 Commonwealth Games Brand Emblem                               

Background                                                                          

The Glasgow 2014 Commonwealth Games emblem 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/emblem?

Due to the commercial rights attached to the Games, use of the Glasgow 2014 emblem and associated branding devices (eg 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. 

For all other individuals or corporate organisations, association with the brand/emblem is strictly forbidden.  This is to protect the saleability of the brand to sponsors in the lead up to the 2014 Games. 

Sale of the brand and associated rights will allow the Organising Committee to raise income which will help pay for the games and the Organising Committee must fiercely protect these rights.  Legislation is currently progressing through Scottish and UK Governments that will create a laws making it unlawful for people or organisations to use the 2014 brand for advertising or publicity purposes, or to associate with the 2014 Games Brand/Brand Emblem in any way - http://www.scotland.gov.uk/News/Releases/2008/06/11122814

There are only a few exceptions to this rule.  One example is press and media.  These organisations can use the brand for editorial/reporting purposes. 

Overall however, the rules around use are very stringent, and will be strictly enforced to ensure the brand retains its value for potential sponsors.

Further information

Use of the brand emblem 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 OC will follow up all instances of unauthorised use.

Thank you for helping the Organising Committee to protect the brand.