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Expo 2020 Dubai Brand Protection Guidelines

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Expo 2020 Dubai Brand Protection Guidelines EXPO 2020 DUBAI BRAND PROTECTION GUIDELINES January 2019 expo2020dubai.com CONTENTS INTRODUCTION 4 INTRODUCING EXPO 2020 DUBAI 6 WHY WE NEED TO PROTECT THE BRAND 8 WHEN EXPO BRANDING IS NOT WELCOME 9 PROTECTED MARKS 11 ASSOCIATION RIGHTS 15 LEGAL RIGHTS 19 DO’S AND DONT’S 21 GETTING INVOLVED 29 PARTNERS RECOGNITION 30 BRAND PROTECTION GUIDELINES | CONTENTS 2 1. INTRODUCTION BRAND PROTECTION GUIDELINES | 3 INTRODUCTION Dubai’s successful bid for Expo 2020 associations so companies have a clear promised an exceptional Expo for the understanding of what is permitted. UAE and the world. Our region has never before enjoyed this unique Only the below entities will be authorised platform to showcase our qualities on to associate with Expo 2020 Dubai: such a global scale. 1. Official Participants (Countries) We understand that companies are 2. Official Commercial Partners eager to use Expo 2020 Dubai A. Official Premier Partners intellectual property to boost their B. Official Partners activities by linking their products and C. Official Providers services to Expo and raising their own D. Official Supporters (Government profile in the process. Agencies only who have signed an agreement with Expo 2020 Dubai) There are numerous opportunities E. Official Media Partners for businesses to be part of F. Official Licensees and Retailers Expo 2020 Dubai by becoming a G. Official Ticket Resellers Commercial Partner or a Supplier. These opportunities are available for All of the above organisations have review and tendering via our tender signed contractual agreements with portal: esource.expo2020dubai.ae. Expo 2020 Dubai that permits their usage and association with the For our Commercial Partners, one of Expo 2020 intellectual property. Expo 2020 Dubai’s most beneficial assets is our intellectual property, As well as preventing unauthorised including our brand. associations between products, services and Expo, we will stop the sale of Our Commercial Partners receive counterfeit and unofficial goods, and halt valuable rights and benefits which other activities that ambush our brand include usage and association of and other intellectual property assets. Expo 2020 Dubai intellectual property. All other entities related to Expo We want everybody in the UAE and wider such as suppliers do not have such region to enjoy and benefit from our rights or benefits. World Expo – but all businesses must do it while respecting the intellectual property These Brand Protection Guidelines rights of our Expo, our partners and the are provided as an informative guide law. This guide is designed to ensure that to outline the Do’s and Don’ts when there can be no room for confusion. associating with or referring to Expo 2020 Dubai. We thank you for your understanding and look forward to staging an These guidelines provide clear examples exceptional Expo with your support. of authorised and unauthorised BRAND PROTECTION GUIDELINES | INTRODUCTION 4 2. INTRODUCING EXPO 2020 DUBAI BRAND PROTECTION GUIDELINES | 5 INTRODUCING EXPO 2020 DUBAI All over the world, people are dedicating We aim to create and deliver an effort and imagination to solving some inclusive and global Expo with over of today’s most pressing challenges– 200 participants, including nations, from unlocking development multilateral organisations, businesses opportunities for the next generation and educational institutions. to re-imagining how people travel and experience the world through access Expo 2020 also has an ambitious to education, sustainable energy, food volunteer programme, which aims to and water. include more than 30,000 people from a wide range of ages, nationalities, Innovations are being created that cultures and backgrounds. five years ago would have been unimaginable. Expo 2020 Dubai is The Expo site covers a total of 4.38km2, guided by the belief that innovation and including a 2km2 gated area. It is progress are the result of people and located within Dubai South, adjacent to ideas combining in new ways. Al Maktoum International Airport. Expo 2020 Dubai will be the first event Over the course of six months from on this global scale to take place in the October 2020, Expo will bring together Middle East, Africa and South Asia. 190 countries and millions of people to celebrate human ingenuity: ‘Connecting In its short lifespan, the UAE’s Minds, Creating the Future’ in action. remarkable development and progress has shown the world a new level of Expo 2020 Dubai will advance the possibility. With Expo 2020 Dubai, we connections between three critical want to play our part in inspiring future subthemes that are fundamentally generations and to, together, spark shaping our world: ensuring Opportunity innovations that underpin the next for people and communities, furthering stage of human progress. the promise of physical and virtual Mobility, and ensuring a future of Expo 2020 Dubai is committed to Sustainability for all. building a legacy that is sustainable and long lasting beyond 2021. The Between its opening day on 20 October vision includes a significant addition 2020, and its close on 10 April 2021, to the infrastructure of the UAE and we expect Expo to be visited millions of its economic, social and cultural times. Seventy per cent of all visitors are landscapes, with a knock-on regional expected to come from outside the and global impact. This will be achieved UAE - the largest proportion of through four main legacies: economic, international visitors in World Expo history. reputational, physical and social. BRAND PROTECTION GUIDELINES | INTRODUCING EXPO 2020 DUBAI 6 3. WHY WE NEED TO PROTECT THE BRAND BRAND PROTECTION GUIDELINES | 7 WHY WE NEED TO PROTECT THE BRAND Expo 2020 Dubai would not be possible Those Partners, in turn, support and without the financial support raised believe in the values that sit at the core through our Official Partnerships. of our brand. They commit to working with us to bring Expo vision, ideals and Our Official Partners’ value comes values to life. through the right to associate themselves officially with Expo and Expo 2020 Dubai is a premium brand its intellectual property. If this benefit which is recognised around the world. is not protected and unauthorised To maintain this position, we can only businesses were able to link themselves allow a limited number of other world to Expo, the value of the official class brands, our Partners, to associate partnership is significantly devalued. themselves with us. Similarly, it is vital that our own brand is used in a way We will not let this happen - both for that reflects this high-end positioning. Partners and ourselves since we must protect our resources to stage an Expo As a result, the public receives only which will do justice to our nation and consistent and authorised messaging the region. from both Expo and those licensees and retailers which are officially The Expo 2020 Dubai registered cleared to do so. trademarks constitute an integral part in ensuring that we are able to protect our Partners’ investment and prevent any infringements. BRAND PROTECTION GUIDELINES | WHY WE NEED TO PROTECT THE BRAND 8 AMBUSH MARKETING As Expo 2020 Dubai nears and This damages the investments of genuine excitement for the event grows, it is Partners, and may risk Expo 2020 Dubai’s understandable that many entities ability to fund the event. want to associate themselves with the event, raising their own profile in the For example, a local charity may process. However, only official Partners host an “Expo themed” event in the of Expo 2020 Dubai (both Commercial community. Even though this event is and Non-Commercial) hold the right well intentioned, it could undermine the to associate with Expo 2020 Dubai in ability of Expo 2020 Dubai to offer true this way. exclusivity to its Partners. Ambush marketing is the term used The Expo 2020 Dubai Brand Team is to describe the act of creating a false actively engaged in various monitoring or unauthorised association with an activities to prevent and combat event, whether intentional or not. ambush marketing, but we For example, if a business uses the also ask for your help in reporting Expo 2020 Dubai logo on their website any suspicious or illegal activity. to enhance their product or service, it benefits from being associated with Suspicious activity should be reported the public excitement around the event directly to [email protected] without paying for the privilege. 9 4. PROTECTED MARKS BRAND PROTECTION GUIDELINES | 10 PROTECTED MARKS All of the following names, words, marks and logos relating to Expo 2020 Dubai and its programmes and initiatives are legally protected and owned by or licensed to Expo 2020 Dubai. The official logo Official logotype (Dual language) Bureau International Des Expositions (BIE) logo Our bespoke font is also legally protected, as are all other official marks of Expo 2020 Dubai including mascots. The only entities permitted to use the Expo 2020 Dubai brand and protected marks are its Official Participants, Official Commercial and Non-Commercial Partners, Official Licensees, Official Ticket re-sellers and Official Media Partners. BRAND PROTECTION GUIDELINES | PROTECTED MARKS 11 PROTECTED MARKS Official exisiting logomark Official existing logo (English) Official existing logo (Dual languange) Official existing logo (Arabic) Bureau International Des Expositions (BIE) logos Expo & BIE logo lockup (Dual language) BRAND PROTECTION GUIDELINES | PROTECTED MARKS 12 PROTECTED MARKS Official logotype (English) Official logotype ( Arabic) Official logotype (Dual language) Expo 2020 Dubai Official Theme تواصل العقول ,CONNECTING MINDS وصنع المستقبل CREATING THE FUTURE Please note the old logo shown here is no longer to be used. It is protected in classes 16, 35, 41 and 42. BRAND PROTECTION GUIDELINES | PROTECTED MARKS 13 5. ASSOCIATION RIGHTS BRAND PROTECTION GUIDELINES | 14 ASSOCIATION RIGHTS Expo 2020 Dubai protects its brand in Expo 2020 Dubai has the right to the same way other businesses, events prevent people creating such an or organisations do – by registering our association without its authorisation.
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