London 2012 Olympic and Paralympic Games Mascot Guidelines for Commercial Partners

London 2012 Olympic and Paralympic Games mascot guidelines for commercial partners

Version 1.0, September 2010 © The London Organising Committee of the Olympic Games and Paralympic Games Limited 2010 London 2012: Olympic and Paralympic Games mascot guidelines Contents

03 About these guidelines 04 Introduction 05 The London 2012 mascots are born 06 Wenlock – the London 2012 Olympic mascot 07 Mandeville – the London 2012 Paralympic mascot 08 London 2012 mascot profiles 09 London 2012 Olympic mascot: core graphics 23 London 2012 Paralympic mascot: core graphics 37 Application 41 Appendix

2 Index Version 1.0, September 2010 © The London Organising Committee of the Olympic Games and Paralympic Games Limited 2010 London 2012: Olympic and Paralympic Games mascot guidelines

About these guidelines

The Olympic Games. The planet’s most far-reaching and unifying The image of our Games will play a crucial part in doing this. The purpose of these guidelines is to preserve and enhance event. A showcase of the best of humanity; of sport, culture and It will welcome people in, creating an energy and a vibrancy the value of the mascots for the benefit of all top worldwide the arts. around everything we do. It will encourage everyone to be part partners, tier 1 official partners, tier 2 official supporters, tier 3 of it, to feel that it’s their 2012 Games. official suppliers and providers. The Paralympic Games. A celebration of athletic achievement These guidelines apply to all authorised users, each of whom must rather than disability. A demonstration of powerful human values At the heart of this image are our mascots. They will be seen in over comply with the terms and conditions of the written agreements that – courage, determination, inspiration and equality. 220 countries by billions of people around the world. They will grant them permission to use the mascot or related marks and other become a symbol of everything our Games stands for, visible Together the Olympic Games and Paralympic Games inspire and applicable graphics standards documents (which contain different ambassadors for London 2012. A powerful asset for our authorised standards and requirements). energise the people of the world. Together they celebrate peace, users and stakeholders. An inspiring brand for everyone. friendship and the human spirit. These guidelines (version 1.0) address the use of the London 2012 We all have a responsibility to make the best use of this asset. Olympic Games mascot and the London 2012 Paralympic Games 2012 is London’s year. The world’s eyes will be on us. Much will be We must treat it with respect – using it consistently and accurately. expected of us. London’s Olympic Games and Paralympic Games mascot. These guidelines may be revised by LOCOG from time to And we must use it well – with an imagination and a creative flair time. Please ensure that you are using the most current version of will draw on what’s special about our city and our nation to create that helps make our ambition a reality. These guidelines, and those a Games like never before. this document by contacting LOCOG using the contact information that follow, set out the standards and the rules for the use of the on page 45 of these guidelines. Our ambition is for London 2012 to be for everyone – the most London 2012 mascots. Use them carefully. And be inspired. inclusive Games ever. Everyone will be inspired to watch, to join in, These guidelines issued by the London Organising Committee to take the spirit of the Olympic Games and the Paralympic Games of the Olympic Games and Paralympic Games Ltd (‘LOCOG’) into their daily lives. provide standards, requirements and guidance for use of the London 2012 Olympic Games mascot and the London 2012 Paralympic Games mascot.

3 Index Version 1.0, September 2010 © The London Organising Committee of the Olympic Games and Paralympic Games Limited 2010 London 2012: Olympic and Paralympic Games mascot guidelines

Introduction

Since the first official mascot made an appearance at the Munich The London 2012 mascots emblem and artwork (signature, sport 1972 Olympic Summer Games, mascots have become one of the and celebration poses plus wordmarks) are available for all most popular and memorable ambassadors of the Games. partners to use in their marketing material. The mascots bring whimsy, humour and light-hearted fun to the The guiding principle when using London 2012 mascots in partner Games experience. As ambassadors to the Games, they help applications is that it must be clear that the mascots are London provide a warm welcome to athletes and visitors from around 2012 mascots and not those of the partner. the world and they spark excitement, laughter and cheers from children and fans on the field of play. All partner applications featuring the London 2012 mascots must include the London 2012 partner mark (for example, composite The mascots help tell the unique story of each Games. They Emblem, supplier mark or partner logo with stand-alone Emblem are often a reflection of the history, land and culture of the host with designation). Partners should not, however, add designations region and country. The ideals of Olympism and the Paralympic underneath the mascot(s) or create a composite with the mascot(s) Movement are brought to life by the mascots through the spirit of and partner logo. friendship, fair play and participation. Standard conditions apply to use of mascot(s) imagery on The London 2012 Olympic and Paralympic mascots will be an premiums. A specific exception exists to request that partners integral part of the Games image and identity. do not produce partner specific plush soft toys as premiums. If required Partners may purchase London 2012 official plush toy licensed product. Please see the separate document on the brand centre for details on hiring the London 2012 mascot costume characters for events.

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The London 2012 mascots are born

A great rainbow arcs onto the steelworks in Bolton, northwest England. From the final piece of the last support beam for the London 2012 Olympic Stadium, two drops of steel fall. Leaving the factory after his last day of work, Grandpa George picks up the pieces of steel and takes them home. During the night, unable to sleep, Grandpa George tiptoes into his shed and begins to shape the steel into toys for his grandchildren. The children love their new friends and start to play. Suddenly, rainbow light pours through the window and the figures shiver to life. They hold up their arms as the rainbow light flashes and dances everywhere! The mascots are born. The children are amazed as the mascots rush to imitate them and begin to learn about the Olympic and Paralympic Games from posters on the wall and books around the room. Inspired by what they have discovered, they name them Wenlock and Mandeville. But all too soon, the mascots have to go. Jumping on the rainbows in different directions, they begin their adventures all around the UK, meeting lots of people and making friends before arriving at the Games in 2012. Where will they go? Who will they meet? What will they discover? Join them on their adventures at london2012.com/mascots

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Wenlock – the London 2012 Olympic mascot

Say hello to Wenlock, the London 2012 Olympic mascot. The name Wenlock is inspired by Much Wenlock, a small town in Shropshire. In 1890, on his journey towards creating the modern Olympic Games, Baron Pierre de Coubertin was invited to visit Much Wenlock by William Penny Brookes, a local doctor, admirer of ancient Greek society and advocate of physical education in schools. De Coubertin watched the ‘Much Wenlock Games’, which Dr Brookes had created to ‘promote the moral, physical and intellectual improvement of the inhabitants of the town and neighbourhood of Wenlock’ and which comprised athletics and traditional country sports with a procession of flag bearers, competitors and officials. While there, de Coubertin shared his vision for sport with Dr Brookes. In 1894, de Coubertin’s proposal to establish the Olympic Games in a modern form was approved by delegates at the ‘International Congress of Paris for the re-establishment of the Olympic Games’ and a committee, which would later become the International Olympic Committee, was also established. In 1896, the very first edition of the modern Olympic Games was held in Athens. In his diaries de Coubertin details how the people of Much Wenlock helped inspire him to create the Olympic Movement whose Values still hold strong in today’s world.

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Mandeville – the London 2012 Paralympic mascot

Say hello to Mandeville, the London 2012 Paralympic mascot. The name Mandeville is inspired by Stoke Mandeville, the Buckinghamshire town where the Paralympic Movement was founded. Sir Ludwig Guttmann, a neurosurgeon, began work at Stoke Mandeville Hospital’s Spinal Injuries Unit in 1944. Faced with a prevailing attitude that rehabilitating patients with spinal cord injuries was impossible, Guttmann looked for ways to inspire the former soldiers in his care. One of these ways was physical activity. Guttmann realised that organised sport could help motivate his patients to exercise, develop their physical strength and rediscover their self-confidence. He introduced darts, archery, snooker and table tennis, and soon added team sports like wheelchair polo and basketball. In 1948, on the same day as the Opening Ceremony of the London Olympic Games, Guttmann organised an archery competition for 16 of his patients. It was no accident that his competition began on the same day as the Olympic Games – Guttmann wanted his event to occupy a wider stage and dreamed of a ‘parallel Olympics’ for athletes with disabilities. He later declared: ‘I prophesied that the time would come when this, the Mandeville Games, would achieve world fame as the disabled person’s equivalent of the Olympics’. The Stoke Mandeville Games were held annually after 1948, and became international in 1952 with the addition of Dutch competitors. In 1960, the ninth Stoke Mandeville Games took place in Rome, following that year’s Olympic Games. These are considered to be the first Paralympic Games, with 400 disabled athletes from 23 countries participating.

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London 2012 mascot profiles

The mascots are friendly inquisitive characters. To help you understand them more, here is what they have to say: Wenlock – London 2012 Olympic mascot I love all the Olympic sports – and can’t wait to find out more about them! I’ve got from now until summer 2012 to learn everything I can – there’s almost nothing I like more than discovering new things. The only thing better is making friends and seeing other people make friends. The bracelets on my wrists are friendship bands, in the colours of the five Olympic Rings. I can’t wait to meet as many people as possible, around the UK and even the world. I hope you’ll be my friend too? Life is all about having fun and I always look on the bright side. © Why? Because there are so many fantastic people who are positive and upbeat and make me laugh. It’s that kind of person who really inspires me to do my personal best. I will do everything Wenlock – London 2012 Olympic mascot I can to help you do your best as well! Mandeville – London 2012 Paralympic mascot I’ll be honest – I’m on a mission. On a mission to be the best I can possibly be. Because that’s what it’s all about, isn’t it? There’s nothing I like better than having a go at something new – offer me a challenge and I’ll take it! And if at first I don’t succeed? Well, as they say, I’ll try, try and try again. There are some amazing people around the UK who are inspiring me to push harder than I ever thought I could – even when the going gets tough. And among those amazing people are the Paralympic athletes I’m meeting. Some people call them ‘athletes with disabilities’. I’m finding out that’s not quite the case – in fact, these are people with an almost superhuman ability. I’m spending from now until summer 2012 finding out all about © Paralympic sport, about all the different types of people in the UK and what links us all together. I’ll be pushing myself to achieve every step of the way. Hope you can keep up! Mandeville – London 2012 Paralympic mascot

8 Index Version 1.0, September 2010 © The London Organising Committee of the Olympic Games and Paralympic Games Limited 2010 London 2012: Olympic and Paralympic Games mascot guidelines London 2012 Olympic mascot: core graphics

10 Wenlock – the London 2012 Olympic mascot 11 Wenlock – 3D signature pose 12 Wenlock – 2D signature pose 13 Wenlock – 2D signature pose size variants 14 Wenlock – signature pose limited colour 15 Wenlock wordmark 16 London 2012 colour specifications – print and screen 17 Wenlock 2D signature pose colour specifications – print and screen 18 Wenlock – colour background 19 Wenlock wordmark – colour background 20 Wenlock – exceptional usage 21 Wenlock – 3D sporting poses 22 Wenlock – don’t do this

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Wenlock – the London 2012 Olympic mascot

Wenlock has several distinctive characteristics that represent different Wenlock: London 2012 Olympic Games signature pose aspects of the London 2012 Olympic Games as described here. To ensure these characteristics are reproduced effectively across any medium in which they are produced, the mascot, shown here Head shape in its signature pose, has two basic versions: 3D and 2D. Each of Wenlock’s head has been shaped these has a full colour and monotone option and are available in like a flame. The three peaks reflect different scale options, described over the following pages. the three podium places and celebrate human achievement. The light on Wenlock’s head is inspired by the lights Camera found on London’s iconic black taxis. Wenlock’s single eye is a camera, letting it record everything it sees.

London 2012 Olympic Emblem This appears on Wenlock’s chest Friendship bands symbolising its heart. The burst of Five friendship bands adorn Wenlock’s colour surrounding the Emblem wrists in the colours of the Olympic represents the energy of the Games. Rings. They symbolise the friendship of people across all five continents.

Colouration Wenlock’s chrome alloy skin shimmers through gold, silver and bronze and the shards on Wenlock’s chest glow orange showing it is still warm inside from where it has been formed.

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Wenlock – 3D signature pose

The 3D version of Wenlock in its signature pose, illustrated here, Clear space represents the mascot in its official form. 1/7 X The 3D render represents the steel material used in the creation story of the mascot. It is illustrated here from several different viewpoints that help illustrate the mascot’s full form. Clear space When printing, to ensure good legibility and standout, it is recommended to leave adequate clear space around the mascot. X The recommended minimum clear space is based on a proportion of the height of the mascot as shown.

1/7 X

1/7 X 1/7 X

X = height of mascot Minimum size: height 40mm

11 Index Version 1.0, September 2010 © The London Organising Committee of the Olympic Games and Paralympic Games Limited 2010 London 2012: Olympic and Paralympic Games mascot guidelines

Wenlock – 2D signature pose

The 2D version of Wenlock in its signature pose, illustrated here, Clear space represents the mascot in its simplified form. 1/7 X This allows for the reproduction of the mascot in techniques that would not reproduce the 3D version well, such as silkscreen processes. Clear space When printing, to ensure good legibility and standout, it is recommended to leave adequate clear space around the mascot. X The recommended minimum clear space is based on a proportion of the height of the mascot as shown.

1/7 X

1/7 X 1/7 X

X = height of mascot

12 Index Version 1.0, September 2010 © The London Organising Committee of the Olympic Games and Paralympic Games Limited 2010 London 2012: Olympic and Paralympic Games mascot guidelines

Wenlock – 2D signature pose size variants

The amount of detail present in the mascot is determined by the size at which used. For example, the full colour and standard basic colour versions use all the details of the London 2012 Olympic Emblem, including IOC Rings and London logotype. However, these details are removed in the reduced basic colour minimum size version as they will not reproduce at this small size. The London 2012 logotype and Olympic Rings must always be legible and present. When using the reduced basic colour version, where these details are not present on the mascots, the London 2012 Emblem(s) must appear elsewhere on the collateral or premium etc. There are three different styles of the London 2012 Olympic mascot in its 2D signature pose: 1. Full colour, for use when reproduction techniques allow this amount of detail, which mimics the reflective form of the mascot. 2. Standard basic colour, for restricted reproduction techniques where the detail in the primary 2D full colour version would be compromised. Note this version should only be used above 50mm height. 3. Reduced basic colour, for minimum size restricted reproduction techniques. Note this version should only be used at a minimum size between 20mm – 49mm height. Reduced basic colour Minimum size: height 20mm – 49mm

Full colour Standard basic colour Height: 50mm and above Height: 50mm and above

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Wenlock – signature pose limited colour

In exceptional circumstances when the London 2012 colour mascots cannot be used due to technical or other limitations, monotone versions in greyscale and black mono keyline are provided for use. The London 2012 logotype and Olympic Rings must always be legible and present. When using the black mono keyline version below 50mm, the London 2012 Emblem(s) must appear elsewhere on the collateral or premium etc.

Reduced black keyline Minimum size: height 20mm – 49mm

Greyscale Standard black keyline Height: 50mm and above Height: 50mm and above

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Wenlock wordmark

A unique wordmark has been created to display the name of Wenlock – the London 2012 Olympic mascot. It is based on 2012 Headline typeface and includes an illustration of a drop of steel reflecting the London skyline. The wordmark may be aligned with the mascot as illustrated here or used on its own. When using the wordmark with the mascot its width ‘x’ should be equal to the width of the head of the mascot and be positioned to the right as indicated. Clear space When printing the wordmark, to ensure good legibility and standout, it is recommended to leave adequate clear space around it. This has been determined by the width of the ‘w’ in the name.

Clear space X = width of head

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London 2012 colour specifications – print and screen

Our colours have been carefully chosen to communicate the Brights spirit of the London 2012 Olympic and Paralympic Games: energetic, spirited, bright and youthful. They are bold and audacious – inspired by the world of media, communications and fashion, to reflect a brand for the world of the consumer. For consistency always use the colour specifications given here Pink Orange Blue Green rather than any standard breakdowns. Always visually match to match to PMS® 232 match to PMS® 171 match to PMS® 312 match to PMS® 3265 a current Pantone® swatch book for accuracy. C:0 M:100 Y:0 K:0 C:0 M:85 Y:100 K:0 C:90 M:0 Y:15 K:0 C:75 M:0 Y:45 K:0 R:223 G:0 B:148 R:255 G:85 B:0 R:0 G:153 B:255 R:0 G:187 B:153 Your print method, application and material will also affect HEX: DF0094 HEX: FF5500 HEX: 0099FF HEX: 00BB99 reproduction quality. Wherever possible, conduct a print test prior to production. Mono Black is provided for use when the colours cannot be used due to technical or other limitations. Pantone® and PMS® are registered Trademark references of Pantone, Inc. The colours shown on this page are not intended Yellow* Black White to visually match the Pantone colour standards. Please refer to ® ® the current edition of the Pantone Color Formula Guide. match to PMS 3945 match to PMS Process Black C:0 M:0 Y:0 K:0 C:0 M:0 Y:100 K:0 C:0 M:0 Y:0 K:100 R:255 G:255 B:255 Pantone vs 4-colour process (CMYK) R:255 G:235 B:0 R:0 G:0 B:0 Wherever possible our colours should be reproduced in Pantone® HEX: FFEB00 special colour. Where production methods or cost implications Darks (additional colours for background use) do not allow this, always follow the CMYK specifications given here.

Burgundy Brown Dark Green Dark Blue match to PMS® 5195 match to PMS® 411 match to PMS® 5477 match to PMS® 3035 C:15 M:70 Y:0 K:75 C:0 M:30 Y:30 K:80 C:50 M:0 Y:33 K:76 C:100 M:30 Y:19 K:78 R:68 G:25 B:59 R:74 G:41 B:34 R:19 G:53 B:51 R:0 G:65 B:83 HEX: 44193B HEX: 4A2922 HEX: 133533 HEX: 004153 Exceptional use

Gold Silver * Note: Yellow should only be used as a highlight colour and never match to PMS® 871 match to PMS® 877 a primary background colour.

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Wenlock 2D signature pose colour specifications – print and screen

For consistency always use the colour specifications given here London 2012 Olympic Emblem and burst Additional construction palette rather than any standard breakdowns. Always visually match to a current Pantone® swatch book for accuracy. Your print method, application and material will also affect reproduction quality. Wherever possible, conduct a print test prior to production. London 2012 Orange: Headlight Steel exterior Head crest ® ® ® ® Black is provided for use when the colours cannot be used due match to PMS 171 match to PMS 138 match to Pantone 877 match to PMS 876 to technical or other limitations. C:0 M:85 Y:100 K:0 C:0 M:55 Y:70 K:0 C:0 M:0 Y:0 K:40 R:255 G:85 B:0 R:TBC G:TBC B:TBC R:167 G:169 B:172 Pantone® and PMS® are registered Trademark references of HEX: FF5500 HEX: TBC HEX: A7A9AC Pantone, Inc. The colours shown on this page are not intended IOC Rings to visually match the Pantone colour standards. Please refer to the current edition of the Pantone Color Formula Guide. Pantone vs 4-colour process (CMYK) Wherever possible our colours should be reproduced in Pantone® special colour. Where production methods or cost implications Olympic Blue: Olympic Yellow: Black: do not allow this, always follow the CMYK specifications given here. match to Pantone® 3005 match to Pantone® 137 match to Pantone® 426 C:100 M:37 Y:0 K:0 C:0 M:34 Y:91 K:0 C:0 M:0 Y:0 K:100 R:TBC G:TBC B:TBC R:TBC G:TBC B:TBC R:TBC G:TBC B:TBC HEX: TBC HEX: TBC HEX: TBC

Olympic Red: Olympic Green: match to Pantone® 192 match to Pantone® 355 C:0 M:94 Y:65 K:0 C:100 M:0 Y:100 K:0 R:TBC G:TBC B:TBC R:TBC G:TBC B:TBC HEX: TBC HEX: TBC

Process black: steel exterior tonal range 60% 35% 30% 10%

Shadows Mid tones Main body Highlights

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Wenlock – colour background

The 3D Wenlock has been designed to sit directly against the full London 2012 colour palette palette of London 2012 Bright and Dark colours, as well as black or white. For more detailed information on using the London 2012 colour palette please refer to the Brand Expression Guidelines. The design of Wenlock means that use on partner’s own corporate colour backgrounds is an option, however this will be looked at on a case by case basis through the approvals process to ensure clarity.

London 2012 Pink London 2012 Orange London 2012 Blue London 2012 Green

London 2012 Yellow Black White

London 2012 Burgundy London 2012 Brown London 2012 Dark Green London 2012 Dark Blue

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Wenlock wordmark – colour background

The Olympic mascot wordmarks have been created in a number of London 2012 colour palette styles to match those colour options available for the London 2012 Olympic mascot. These include negative versions for placement on dark coloured backgrounds which use a fine white keyline to define the outline of the word and a white Trademark. The design of Wenlock wordmark means that use on partner’s own corporate colour backgrounds is an option, however this will be looked at on a case by case basis through the approvals process to ensure clarity.

London 2012 Pink London 2012 Orange London 2012 Blue London 2012 Green

London 2012 Yellow Black White

London 2012 Burgundy London 2012 Brown London 2012 Dark Green London 2012 Dark Blue

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Wenlock – exceptional usage

The Olympic mascot wordmarks have been created in a number of styles to match those colour options available for the London 2012 Olympic mascot. These include negative versions for placement on a dark coloured backgrounds which use a fine white keyline to define the outline of the word and a white Trademark. Additional gold and silver versions may be used for special circumstances however this will be looked at on a case by case basis through the approvals process.

London 2012 Gold London 2012 Silver Black White

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Wenlock - additional poses Sports poses Wenlock will be available in numerous sporting poses as well as additional poses such as flag bearer, bringing to life the London 2012 Olympic Games through the character of Wenlock. Once the new poses are publicly released, we will notify partners accordingly, and update the poses appendix.

Wenlock: Athletics (Javelin) Wenlock: Swimming Wenlock: Football Wenlock: Gymnastics (artistic)

Additional poses

Wenlock: Welcome Wenlock: Flag bearer Wenlock: Winning Wenlock: Peep side

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Wenlock – don’t do this

To maintain a strong, distinctive identity it is important to use our 1. 2. 3. 4. mascot and basic elements in a consistent way. Here are some examples of what marketing partners must not do: e 1. Do not distort the mascot or its individual elements. n ve io r t y c o 2. Do not crop any elements of the mascot. a n

e e

’

3. Do not position text or a message around the mascot. h

4. Do not flip or rotate the mascot. i

m i

j p

5. Do not disproportionately scale keylines. •

s G e a 6. Do not recolour the mascot in any way. m 7. Do not adjust the size of individual mascot elements in any way. 5. 6. 7. 8. 8. Do not place text or other objects over the mascot, always adhere to the indicated clear space. 9. Do not place the mascot over the busy part of an image or background making the mascot illegible.

london Do not place text over the Mascot

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24 Mandeville – the London 2012 Paralympic mascot 25 Mandeville – 3D signature pose 26 Mandeville – 2D signature pose 27 Mandeville – 2D signature pose size variants 28 Mandeville – signature pose limited colour 29 Mandeville wordmark 30 London 2012 colour specifications – print and screen 31 Mandeville 2D signature pose colour specifications – print and screen 32 Mandeville – colour background 33 Mandeville wordmark – colour background 34 Mandeville – exceptional usage 35 Mandeville – 3D sporting poses 36 Mandeville – don’t do this

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Mandeville – the London 2012 Paralympic mascot

Mandeville has several distinctive characteristics that represent Mandeville: London 2012 Paralympic Games signature pose different aspects of the London 2012 Paralympic Games as described here. To ensure these characteristics are reproduced effectively across Fluid form Head shape any medium in which they are produced, the mascot, shown here Mandeville’s form reflects the fluidity of a spirit in Mandeville’s head is highly aerodynamic in its signature pose, has two basic versions: 3D and 2D. Each of motion. The steel exterior is ultra aerodynamic so – like a cyclist’s helmet it cuts through these has a full colour and monotone option and are available in that it can move in a way that defies the physical the air. The light on Mandeville’s head is different scale options, described over the following pages. laws of our world. inspired by the lights found on London’s iconic black taxis.

Personal best timer Mandeville keeps this on its wrist to check Camera it’s always smashing its personal best. Mandeville’s single eye is a camera, letting it record everything it sees.

London 2012 Paralympic Emblem This appears on Mandeville’s hip propelling it to move around really fast. Colour Mandeville shimmers with iridescent blue, with hints of blue, red and green on the head to reflect the colours and diversity of the IPC.

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Mandeville – 3D signature pose

The 3D version of Mandeville in its signature pose, illustrated here, Clear space represents the mascot in its official form. 1/7 X The 3D render represents the steel material used in the creation story of the mascot. It is illustrated here from several different viewpoints that help illustrate the mascot’s full form. Clear space When printing, to ensure good legibility and standout, it is recommended to leave adequate clear space around the mascot. X The recommended minimum clear space is based on a proportion of the height of the mascot as shown.

1/7 X

1/7 X 1/7 X

X = height of mascot Minimum size: height 40mm

25 Index Version 1.0, September 2010 © The London Organising Committee of the Olympic Games and Paralympic Games Limited 2010 London 2012: Olympic and Paralympic Games mascot guidelines

Mandeville – 2D signature pose

The 2D version of Mandeville in its signature pose, illustrated here, Clear space represents the mascot in its simplified form. 1/7 X This allows for the reproduction of the mascot in techniques that would not reproduce the 3D version well, such as silkscreen processes. Clear space When printing, to ensure good legibility and standout, it is recommended to leave adequate clear space around the mascot. X The recommended minimum clear space is based on a proportion of the height of the mascot as shown.

1/7 X

1/7 X 1/7 X

X = height of mascot

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Mandeville – 2D signature pose size variants

The amount of detail present in the mascot is determined by the size at which used. For example, the full colour and standard basic colour versions use all the details of the London 2012 Paralympic Emblem, including IPC Agitos and London logotype. However, these details are removed in the reduced basic colour minimum size version as they will not reproduce at this small size. The London 2012 logotype and Paralympic Agitos must always be legible and present. When using the reduced basic colour version, where these details are not present on the mascots, the London 2012 Emblem(s) must appear elsewhere on the collateral or premium etc. There are three different styles of the London 2012 Paralympic mascot in its 2D signature pose: 1. Full colour, for use when reproduction techniques allow this amount of detail, which mimics the reflective form of the mascot. 2. Standard basic colour, for restricted reproduction techniques where the detail in the primary 2D full colour version would be compromised. Note this version should only be used above 50mm height. 3. Reduced basic colour, for minimum size restricted reproduction techniques. Note this version should only be used at a minimum size between 20mm – 49mm height.

Full colour Standard basic colour Height: 50mm and above Height: 50mm and above

Reduced basic colour Minimum size: height 20mm – 49mm

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Mandeville – signature pose limited colour

In exceptional circumstances when the London 2012 colour mascots cannot be used due to technical or other limitations, monotone versions in greyscale and black mono keyline are provided for use. The London 2012 logotype and Paralympic Agitos must always be legible and present. When using the black mono keyline version below 50mm, the London 2012 Emblem(s) must appear elsewhere on the collateral or premium etc.

Greyscale Standard black keyline Height: 50mm and above Height: 50mm and above

Reduced black keyline Minimum size: height 20mm – 49mm

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Mandeville wordmark

A unique wordmark has been created to display the name of Mandeville – the London 2012 Paralympic mascot. It is based on 2012 Headline typeface and includes an illustration of a drop of steel reflecting the London skyline. The wordmark may be aligned with the mascot as illustrated here or used on its own. When using the wordmark with the mascot its width ‘x’ should be equal to the length of Mandeville’s leading arm and be aligned to the top of the heel as indicated. Clear space When printing the wordmark, to ensure good legibility and standout, it is recommended to leave adequate clear space around it. This has been determined by the width of the ‘m’ in the name.

Clear space

X = length of arm

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London 2012 colour specifications – print and screen

Gold Silver * Note: Yellow should only be used as a highlight colour and never match to PMS® 871 match to PMS® 877 a primary background colour.

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Mandeville 2D signature pose colour specifications – print and screen

For consistency always use the colour specifications given here London 2012 Paralympic Emblem and burst rather than any standard breakdowns. Always visually match to a current Pantone® swatch book for accuracy. Your print method, application and material will also affect reproduction quality. Wherever possible, conduct a print test prior to production. Pink Orange Blue Green ® ® ® ® Black is provided for use when the colours cannot be used due match to PMS 232 match to PMS 171 match to PMS 312 match to PMS 3265 to technical or other limitations. C:0 M:100 Y:0 K:0 C:0 M:85 Y:100 K:0 C:90 M:0 Y:15 K:0 C:75 M:0 Y:45 K:0 R:223 G:0 B:148 R:255 G:85 B:0 R:0 G:153 B:255 R:0 G:187 B:153 Pantone® and PMS® are registered Trademark references of HEX: DF0094 HEX: FF5500 HEX: 0099FF HEX: 00BB99 Pantone, Inc. The colours shown on this page are not intended Additional construction palette to visually match the Pantone colour standards. Please refer to the current edition of the Pantone Color Formula Guide. Pantone vs 4-colour process (CMYK) Wherever possible our colours should be reproduced in Pantone® special colour. Where production methods or cost implications Black Headlight Steel exterior Shadows do not allow this, always follow the CMYK specifications given here. match to Pantone® 426 match to PMS® 138 match to Pantone® 877 match to PMS® 647 C:0 M:0 Y:0 K:100 C:0 M:55 Y:70 K:0 C:0 M:0 Y:0 K:40 C:95 M:60 Y:15 K:0 R:TBC G:TBC B:TBC R:TBC G:TBC B:TBC R:167 G:169 B:172 R:TBC G:TBC B:TBC HEX: TBC HEX: TBC HEX: A7A9AC HEX: TBC

Body Highlights Personal best timer match to PMS® 660 match to Pantone® 292 match to PMS® 3945 C:75 M:40 Y:0 K:0 C:65 M:15 Y:0 K:0 C:0 M:0 Y:100 K:0 R:TBC G:TBC B:TBC R:TBC G:TBC B:TBC R:255 G:235 B:0 HEX: TBC HEX: TBC HEX: FFEB00

Process black: steel exterior tonal range 75% 50% 40% 20%

Shadows Mid tones Main body Highlights

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Mandeville – colour background

The 3D London 2012 Paralympic mascot has been designed to sit London 2012 colour palette directly against the full palette of London 2012 Bright and Dark colours, as well as black or white. For more detailed information on using the London 2012 colour palette please refer to the Brand Expression Guidelines. The design of Mandeville means that use on partner’s own corporate colour backgrounds is an option, however this will be looked at on a case by case basis through the approvals process to ensure clarity.

London 2012 Pink London 2012 Orange London 2012 Blue London 2012 Green

London 2012 Yellow Black White

London 2012 Burgundy London 2012 Brown London 2012 Dark Green London 2012 Dark Blue

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Mandeville wordmark – colour background

The Paralympic mascot wordmarks have been created in a number London 2012 colour palette of styles to match those colour options available for the London 2012 Paralympic mascot. These include negative versions for placement on dark coloured backgrounds which use a fine white keyline to define the outline of the word and a white Trademark. The design of Mandeville wordmark means that use on partner’s own corporate colour backgrounds is an option, however this will be looked at on a case by case basis through the approvals process to ensure clarity.

London 2012 Pink London 2012 Orange London 2012 Blue London 2012 Green

London 2012 Yellow Black White

London 2012 Burgundy London 2012 Brown London 2012 Dark Green London 2012 Dark Blue

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Mandeville – exceptional usage

The Paralympic mascot wordmarks have been created in a number of styles to match those colour options available for the London 2012 Paralympic mascot. These include negative versions for placement on a dark coloured backgrounds which use a fine white keyline to define the outline of the word and a white Trademark. Additional gold and silver versions may be used for special circumstances however this will be looked at on a case by case basis through the approvals process.

London 2012 Gold London 2012 Silver Black White

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Mandeville – additional poses Sports poses Mandeville will be available in numerous sporting poses as well as additional poses such as flag bearer, bringing to life the London 2012 Paralympic Games through the character of Mandeville. Once the new poses are publicly released, we will notify partners accordingly, and update the poses appendix.

Mandeville: Equestrian Mandeville: Powerlifting Mandeville: Football Mandeville: Basketball

Additional poses

Mandeville: Welcome Mandeville: Flag bearer Mandeville: Winning Mandeville: Peep side

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Mandeville – don’t do this

To maintain a strong, distinctive brand it is important to use our 1. 2. 3. 4. mascot and basic elements in a consistent way. Here are some examples of what marketing partners must not do: 1. Do not distort the mascot or its individual elements. 2. Do not crop any elements of the mascot. 3. Do not position text or a message around the mascot. 4. Do not flip or rotate the mascot. 5. Do not disproportionately scale keylines. 6. Do not recolour the mascot in any way. 7. Do not adjust the size of individual mascot elements in any way. 5. 6. 7. 8. 8. Do not place text or other objects over the mascot, always adhere to the indicated clear space. 9. Do not place the mascot over the busy part of an image or background making the mascot illegible. Do not place text over the Mascot

9. 10. 11.

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38 Using Wenlock and Mandeville together 40 Reproduction and special background formats for merchandise / premiums

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Using Wenlock and Mandeville together

Wenlock and Mandeville are different characters with different adventures. However sometimes they will meet up and will need to be shown together. Any instances where they come together must be approved by LOCOG and the IOC. When they are used together they appear at the same scale in the defined alignment illustrated here. Clear space When reproducing the mascots together, to ensure good legibility and standout, it is recommended to leave adequate clear space around them. A preferred space has been defined between the two mascots, do not overlap them. Note: Mandeville should always be placed slightly smaller, behind and to the right of Wenlock. The two mascots should not overlap. Mandeville’s clear space should be approximately the size of Wenlock’s height (x) as indicated.

Clear space and alignment

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Reproduction and special background formats for merchandise / premiums

All London 2012 mascot styles may be reproduced on physical items, special substrates and backgrounds (e.g. silkscreen, stitching, or etching). Please use the examples shown here as a guide. In all cases, select the mascot style that best suits the reproduction technique.

White London 2012 Olympic Games mascot 3D London 2012 Olympic Games mascot London 2012 Olympic Games mascot transfer printed reproduced on fabric background reproduced on mug onto a T-shirt

London 2012 Olympic Games mascot foil stamped London 2012 Olympic Games mascot etched into London 2012 Paralympic Games mascot transfer Examples shown for illustrative purposes only. Silver onto leather metal background printed onto a T-shirt

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41 Legal notices for the London 2012 mascots 43 Legal notices for the London 2012 mascot logos 44 Approval requests application procedure 45 Reporting infringements 46 Contact details

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Legal notices for the London 2012 mascots

In order to preserve the legal protections and rights the London 2012 Olympic Space limitations Other points to note and Paralympic mascots currently enjoy in the UK and internationally, Where space is limited and it is not possible to include the notice in full All copyright and Trademark notices must be used in a form and size that is the mascots should never be used without an accompanying legal notice. (e.g. on small items of merchandise), it would be reasonable to use one legible to an ordinary reader. of the following notices as appropriate: Copyright Reference Where written notices are used, there is no need to use the TM symbol in All versions of our mascots are supplied with a copyright symbol © –– ‘London 2012 mascots TM © LOCOG 2009-10.’ addition to the © next to the mascot itself. in a set position. –– ‘Wenlock TM © LOCOG 2009-10.’ If you are in doubt as to where or when to use the copyright and/or The artwork library includes mascots created specifically for large, Trademark notice, please contact LOCOG. –– ‘Mandeville TM © LOCOG 2009-10.’ standard and reduced size use – the size of the copyright symbol varies according to the style and size of the mascot but it should not be removed. Where the notice should appear Copyright and Trademark notice In any printed media: the copyright and Trademark notice should appear on the same page as the mascot. Where the mascot is reproduced in a publication (online or otherwise) or on merchandise, a written copyright and Trademark notice identifying the In pamphlets, brochures and books: as an alternative, the copyright and London Organising Committee of the Olympic Games and Paralympic Trademark notice may appear on the inside/second page, or the final page. Games Limited as copyright and Trademark owner of the mascot should In other media (e.g. merchandise): the copyright and Trademark notice appear in the publication or on merchandise in close proximity. Guidance should appear on the same facia as the mascot. Where that is not possible, on the correct positioning of the notice is set out in the ‘Where the Notice it should appear in another visible place on that media (to the extent that Should Appear’ section below. space permits). Form of notice Combined copyright and Trademark notices for mascots and official The notice should be in one of the following forms as appropriate: London 2012 Emblems –– Where both London 2012 Olympic and Paralympic mascots are used: You can combine the written notices for the official London 2012 Emblem(s) ‘London 2012 official mascots TM © The London Organising and the mascot(s) as follows: Committee of the Olympic Games and Paralympic Games Limited –– ‘London 2012 Emblem(s) © LOCOG 2007. London 2012 mascots 2009-2010. All rights reserved.’ TM (C) LOCOG 2009-2010. All rights reserved.’ –– Where only the London 2012 Olympic mascot is used: In exceptional circumstances, where there is no space for the full notice, ‘London 2012 Olympic mascot TM © The London Organising you may combine the notices for the official London 2012 Emblem(s) and Committee of the Olympic Games and Paralympic Games Limited the mascot(s) as follows: 2009-10. All rights reserved.’ –– ‘London 2012 Emblem(s) and mascots TM © LOCOG 2007 – 2010.’ –– Where only the London 2012 Paralympic mascot is used: ‘London 2012 Paralympic mascot TM © The London Organising Committee of the Olympic Games and Paralympic Games Limited 2009-10. All rights reserved.’

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Legal notices for the London 2012 mascot logos

In order to preserve the legal protections and rights the London 2012 Space limitations Other points to note Olympic and Paralympic mascots currently enjoy in the UK and Where space is limited and it is not possible to include the notice in full All copyright and Trademark notices must be used in a form that is legible internationally, the mascot logos (the ‘Wenlock’ and ‘Mandeville’ logos) (e.g. on small items of merchandise), it would be reasonable to use either of to an ordinary reader. should never be used without an accompanying legal notice. as appropriate: Use of written notices mean there is no need to use © in addition to the Trade mark Reference –– ‘Wenlock and Mandeville logos TM © LOCOG 2010.’ TM symbol next to the logo itself. All versions of the Wenlock and Mandeville logos are supplied with a –– ‘Wenlock logo TM © LOCOG 2010.’ If you are in doubt as to where or when to use the copyright and/or Trademark symbol TM in a set position. (Note the ® symbol should not be Trademark notice, please contact LOCOG. used in connection with the logos). –– ‘Mandeville logo TM © LOCOG 2010.’ The artwork library includes mascot logos created specifically for large, Where the notice should appear standard and reduced size use – the size of the Trademark symbol varies In any printed media, the copyright and Trademark notice should appear according to the style and size of the mascot logo but it should not be removed. on the same page as the logo. Copyright and Trademark notice In pamphlets, brochures and books: as an alternative, the copyright and Where the Wenlock and Mandeville logos are reproduced in a publication Trademark notice may appear on the inside/second page, or the final page. (online or otherwise) or on merchandise, a written copyright and In other media (e.g. merchandise): the copyright and Trademark notice Trademark notice identifying the London Organising Committee of should appear on the same facia as the logo. Where that is not possible, it the Olympic Games and Paralympic Games Limited as copyright and may appear in another visible place on that media (to the extent that space Trademark owner should appear in the publication or on merchandise permits). in close proximity. Combined copyright and Trademark notices for use of mascot(s), mascot Form of notice logo(s) and official London 2012 Emblems The notice should be in one of the following forms as appropriate: You can combine the written notices for the official London 2012 Emblem(s) –– Where both London 2012 Olympic and Paralympic mascot logos and the mascot logo(s) as follows: are used: ‘Wenlock and Mandeville logos TM © The London –– ‘London 2012 Emblems (C) LOCOG 2007. London 2012 mascot(s) and Organising Committee of the Olympic Games and Paralympic Games Wenlock and Mandeville logos TM (C) LOCOG 2010. All rights reserved.’ Limited 2010. All rights reserved.’ In exceptional circumstances, where there is no space for the full notice, –– Where only the London 2012 Olympic mascot logo is used: you can combine the notices for the official London 2012 Emblem(s), ‘Wenlock logo TM © The London Organising Committee of the Olympic mascot(s) and the mascot logo(s) as follows: Games and Paralympic Games Limited 2010. All rights reserved.’ –– ‘London 2012 Emblems, mascots and mascot logos TM © LOCOG –– Where only the London 2012 Paralympic mascot logo is used: 2007 – 2010.’ ’Mandeville logo TM © The London Organising Committee of the Olympic Games and Paralympic Games Limited 2010. All rights reserved.’

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Approval requests application procedure

Each and every use of a London 2012 mascot must be approved in The approval process may involve discussion and requested changes advance of use by LOCOG. This approval process is intended to ensure regarding the proposed use of the mascot(s), and the submission of revised that all uses of the mascots are consistent with the image of the London requests. Accordingly, production deadlines should allow adequate time 2012 Olympic and Paralympic Games. for the approval process. Any partner desiring to use a London 2012 mascot must submit a marks Enquiries about London 2012 brand usage and approvals can be directed to: approval request via the Athena Olympic Marketing Extranet Approvals Brand Approvals Team tool (www.olympicmarketing.com). It is important to complete the form with as much information and detail as possible, and to include all required The London Organising Committee of the samples and supporting materials. The more information submitted, the Olympic Games and Paralympic Games Ltd. easier and quicker it will be to obtain an appropriate response. One Churchill Place, Canary Wharf, London E14 5LN A London 2012 mascot may not be used unless and until approval has been issued by LOCOG and, where applicable, IOC Television and Telephone +44 (0)20 3 2012 000 Marketing Services. Fax +44 (0)20 3 2012 001 When reviewing requests for approval, approving parties may be [email protected] required to make judgements based upon this manual, the applicable Authorising Agreement, the overall London 2012 brand image and design strategy and other considerations. Please respect and follow the approving parties’ guidance and requirements. LOCOG will respond to each request for approval within the time-frame required by the applicable Authorising Agreement.

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Reporting infringements

LOCOG requests your support and assistance to protect the mascots from infringement and ambush marketing. If you discover infringement of the mascots or other ambush marketing, please promptly send a detailed report via the ambush tool on the Athena Olympic Marketing Network Extranet or contact the LOCOG Brand Protection team. Brand Protection, Legal Department The London Organising Committee of the Olympic Games and Paralympic Games Ltd. One Churchill Place, Canary Wharf, London E14 5LN Telephone +44 (0)20 3 2012 000 Fax +44 (0)20 3 2012 001 [email protected]

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Contact details

For more information or questions about these guidelines, please contact: Brand and Marketing Department The London Organising Committee of the Olympic Games and Paralympic Games Ltd. One Churchill Place, Canary Wharf, London E14 5LN Telephone +44 (0)20 3 2012 000 Fax +44 (0)20 3 2012 001 [email protected]

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