The Victor Is

THE VICTOR IS

The Athlete, who learns from The Coach, who prepares The Team, made possible by The Supporters.

Our triumphs are built on something bigger than a solitary athlete or team. A team behind the team. The players you see and the people who drive them. All working toward a common dream. All vital. All inspired and inspiring.

This is what it means to be an American athlete. Never alone at the starting line. Never alone during long hours on a hot track or countless predawn practices. Never alone in moments of doubt.

We stand united behind our athletes, pushing them to the limits of human potential. Bringing the American spirit to competition and to the world.

We are the United States of America. We are a team. Join us. B // USOC CONTENTS

Our Mission...... 2 U.S. Olympic Team...... 32 PC Font Family...... 66 Our Brand Symbol...... 3 U.S. Paralympic Team...... 33 Team USA...... 4 U.S. Pan American Team...... 34 Backgrounds and Banners United States Olympic Committee...... 5 U.S. ParaPan American Team...... 35 Stars...... 69 Brand Architecture...... 6 U.S. Youth Olympic Team...... 36 Stripes...... 70 Messaging Framework: Exclusion Zone...... 37 Team USA...... 71 Our Teams...... 8 Official Designations...... 38 Background Usage with USOC Marks...... 72 Media Channels...... 9 Marketing Programs...... 10 Team USA Identities Composite Marks Team USA Word Mark...... 41 Corporate Partner Composite ...... 74 The Brand Team USA Horizontal Word Mark...... 42 Corporate Partner Triposite...... 77 Brand Book Introduction...... 12 Exclusion Zone...... 43 Exclusion Zone...... 78 Team USA Heritage Mark...... 44 Composite Marks, NGB...... 79 The Olympic and Paralympic Movements Exclusion Zone...... 45 NGB, Spacing...... 80 The Olympic Symbol...... 14 Team USA Shield...... 46 The Olympic Torch...... 15 Exclusion Zone...... 47 Stationery The Olympic Motto...... 16 Team USA Combined Marks...... 48 United States Olympic Committee...... 82 The Olympic Flame...... 17 Exclusion Zone...... 50 U.S. Paralympics...... 83 The Paralympic Symbol...... 18 Team USA Social Marks...... 51 NGBs, Training Sites and CODP...... 84 The Paralympic Torch Relay...... 19 Corporate Partners...... 85 The Paralympic Motto...... 20 Pictograms Olympic and Paralympic Medals...... 21 Olympic Sports...... 53 Consumer Products, Retail and Premium National Olympic and Paralympic Committees...... 22 Olympic Winter Sports...... 54 Backgrounds...... 87 United States Olympic Committee...... 23 Paralympic Sports (Summer & Winter)...... 55 Logo Placement...... 88 Organizing Committee of the Olympic and Pan American Sports...... 56 Information...... 89 Paralympic Games...... 24 Pictogram Colors...... 57 Hang Tag...... 90 International Federations...... 25 Sewn in and Heat Seal Labels...... 91 National Governing Bodies...... 26 Color & Typography Guidelines Holograms...... 92 U.S. Olympic Training Centers...... 27 IOC Colors...... 59 Premiums...... 93 IOC Metallic Colors...... 60 USOC Identities IPC Colors...... 61 Marketing Guidelines Flag 5-Rings...... 29 USOC Colors...... 62 Overview...... 96 Flag 3-Agitos...... 30 USOC Paint Colors...... 63 Category Compliance...... 97 Exclusion Zone...... 31 Primary Font Family...... 64 Marks Usage...... 98 USOC // 1

U.S. Paralympic IP Usage...... 100 Legend Terminology Standards...... 101 Located in the bottom left corner of certain usage pages Trademarked Phrases and Taglines...... 104 is a key indicating to which groups the information on the Imagery...... 105 page pertains. Olympic and Paralympic Games Footage...... 106 Endorsements Standards and Comparative Advertising...... 107 Editorial Content...... 108 = TOP Specific Usage Examples, Print and General Signage...... 109 = DOMESTIC Third Party Guidelines...... 110 Cause-related Marketing Programs ...... 112 Sweepstakes...... 113 = LICENSEE Loyalty Programs...... 115 Digital Promotion & Advertising...... 117 = NGB Social Media...... 119 Athletes...... 122 Athletes Apparel Guidelines = MSO Top And Domestic Partners...... 124 Top Partners Only...... 125 = CODP Approvals Approvals ...... 127 =TRAINING SITE Evaluation Criteria...... 128 Request Process...... 129

Example: OUR MISSION

To support U.S. Olympic and Paralympic athletes in achieving sustained competitive excellence while demonstrating the values of the Olympic Movement, thereby inspiring all Americans. USOC // 3 OUR BRAND SYMBOL

Two powerful brand icons — the Olympic rings and the American flag — that together communicate our overarching mission — to support U.S. Olympic and Paralympic athletes in achieving sustained competitive excellence while demonstrating the values of the Olympic Movement, thereby inspiring all Americans. 4 // USOC TEAM USA

Team USA is the overarching descriptor for all Sports Teams that the United States Olympic Committee oversees. The teams are the powerful and inspirational connection to Americans. This is the team Americans root for at the Olympic and Paralympic Games. The sports teams— basketball, gymnastics, fencing and ice hockey — that inspire pride and awe as they push the limits of their potential and represent the best of us on the world stage.

National Sport Teams. The pipeline for future Olympians and Paralympians. USOC // 5 UNITED STATES OLYMPIC COMMITTEE

The USOC is the trusted organization and infrastructure upon which the teams are built. The organization behind the team: responsible for overseeing the governing bodies, raising funds to support the mission, managing the training facilities and providing needed performance services. 6 // USOC BRAND ARCHITECTURE

BRAND PROMISE Together with the NGBs, we inspire every American to invest in our teams.

The USOC inspires every American to invest in our teams to give them the WHAT WE DO resources they need.

Together with the NGBs, we are America’s Athletic Department. • We raise money with no government funding. HOW THE USOC MAKES IT HAPPEN • We provide training and performance resources. • We fuel the Olympic spirit. • We live the promise to improve the world through sport.

Your part, however big or small, is essential to our mission, because CALL TO ACTION Americans are the team behind the team.

PERSONALITY Determined, Dedicated, Excellent, Honorable, Open, Patriotic WE STRIVE TO CONNECT Sport is universal. It breaks down the boundaries and walls between us, giving us an ideal to admire. All people, no matter their background, can appreciate the power, dedication and achievements of Olympians and Paralympians. So we look for every possible way to bring our fellow Americans into the fold. To let them know that they are part of something momentous. Team USA. 8 // USOC MESSAGING FRAMEWORK OUR TEAMS

Support Team USA and our NGBs by giving them the resources they need to USOC PROMISE compete on the world stage.

OLYMPIC TEAM PARALYMPIC TEAM PAN AM TEAM PARAPAN AM TEAM YOUTH OLYMPIC TEAM TEAM BRAND

Reaching the peak of Keeping the focus on This is the important first Keeping the focus on This is the next human potential, setting the amazing things qualification step for the the amazing things generation of Olympic new records & we can do versus next Olympic Games. we can do versus hopefuls. inspiring patriotism. what we can’t. what we can’t. MESSAGE USOC // 9 MESSAGING FRAMEWORK MEDIA CHANNELS

FACEBOOK, GOOGLE+ USOC TWITTER TEAMUSA.ORG INSTAGRAM, SNAPCHAT, YOUTUBE COMMUNICATION (@TeamUSA) PINTEREST, VINE CHANNEL BRAND

Official An official source The water cooler… Breaking news for The long tail—deep communications of information and what fans are fans of Team USA. coverage of the of USOC. news for the USOC. talking about. journeys and stories of Team USA. MESSAGE 10 // USOC MESSAGING FRAMEWORK MARKETING PROGRAMS

ROAD TO... OLYMPIC TRIALS TEAM USA AWARDS OLYMPIC DAY FUNDRAISER CHANNEL BRAND

Celebrating the Reaching the peak of The Olympic and Celebrating the Every donation big or human potential, setting human potential, setting Paralympic Teams Olympic spirit and small helps us win. new records & inspiring new records. bring out the best inspiring tomorrow’s patriotism. in America. athletes. MESSAGE INTRODUCTION 12 // USOC BRAND BOOK INTRODUCTION

The following brand guidelines are for internal LEGAL APPROVAL TERRITORY reference only by the USOC and its partners. The United States Olympic Committee Any and all uses of Olympic and Paralympic “United States” means the fifty states, the It is imperative that partners adhere to the (USOC) reserves the right, at our Marks, terminology and imagery must District of Columbia, United States military standards set forth in this brand book. By discretion, to change, modify, add or receive prior written approval by the USOC bases (provided the USOC obtains necessary remove portions of this guide at any time. with respect to the United States territory. consent if the base is located in another upholding these standards, the USOC can Such changes or revisions will be effective NOC’s jurisdiction) and all territories and Requests to use Olympic and Paralympic help strengthen and enhance your U.S. immediately upon notice to you, which may possessions of the United States of America Marks consisting of marketing and / be given by any means. (except for American Samoa, Guam, Puerto Olympic and/or Paralympic association. or advertising materials such as print, Rico and the Virgin Islands and any other The acceptance of this guide does not TV, radio, websites, trade show exhibits, territories and possessions that may fall within grant rights of use. Please refer to your sweepstakes, promotions, packaging, the jurisdiction of other NOC’s during the USOC Marks Rights Agreement or Policy, licensed merchandise, cause-related and authorized user’s contract term.) Program Contract or Brand Extension any other usage of the USOC Marks must Policy for specific rights granted to your be submitted to the USOC for review and company. Any use of marks in this guide approval PRIOR to the commencement of that are not granted in your agreement production, publication, distribution, display, with the USOC will be deemed a violation sale or use of the items. of said agreement. THE OLYMPIC AND PARALYMPIC MOVEMENTS 14 // USOC THE OLYMPIC SYMBOL

The International Olympic Committee was created by Baron Pierre de Coubertin at an International Congress in Paris on June 23, 1894, to develop the Modern Olympic Games. Headquartered in Lausanne, Switzerland, the IOC is charged with safeguarding and promoting the worldwide Olympic Movement, and serves as the umbrella organization for the International Federations and National Olympic Committees. The IOC governs the Olympic Movement throughout the world and awards the Olympic and Paralympic Games to host cities. The IOC executive board assumes the ultimate responsibility for administering the IOC and managing its affairs by implementing discussions of the IOC session and adhering to the Olympic Charter. The USOC is one of 204 NOCs which are all members of the IOC.

(Olympic Partners only) THE OLYMPIC TORCH

Each host country designs a unique Olympic torch, which is used to carry the flame from the site of the ancient Olympic Games in Olympia, Greece, to the Opening Ceremony of the Olympic Games. The Olympic torch relay is owned by the host country’s OCOG, and is an incremental sponsorship opportunity with its own set of marketing rights and restrictions associated with using torch relay imagery. 16 // USOC THE OLYMPIC MOTTO

The Olympic motto – Citius, Altius, Fortius – represents the achievements and aspirations of Olympic athletes in the past, present and future. The original English translation of the three Latin words is, Faster, Higher, Braver. Modern translations include Faster, Higher, Stronger and Swifter, Higher, Stronger. The motto invites all who belong to the Olympic Movement to excel in congruence with the Olympic Spirit. CITIUS ALTIUS FORTIUS

(Olympic Partners only) THE OLYMPIC FLAME

The Olympic flame is an important symbol of the Olympic Games. Every Games begins with an official Olympic flame-lighting ceremony in Olympia, Greece–the birthplace of the first Olympic Games–where the flame is lit by the rays of the sun at an altar.

Once lit, the flame travels to the host nation, where the official Olympic torch relay begins. The Olympic flame is then carried to its final destination in the host city. The relay culminates in the lighting of the Olympic cauldron at the Olympic Stadium, signaling the start of the Games. The flame burns throughout the duration of the Games and is extinguished at the Closing Ceremony, when the Olympic flag is lowered, signifying the conclusion of the Games. 18 // USOC THE PARALYMPIC SYMBOL

Headquartered in Bonn, Germany, the International Paralympic Committee is the global governing body of the Paralympic Movement and is responsible for organizing the Paralympic Games. It also acts as the International Federation for multiple sports. The IPC is committed to helping Paralympic athletes achieve excellence, and developing sport opportunities for athletes with physical and visual disabilities. The IPC promotes the values of the Paralympic Movement, which include courage, determination, inspiration and equality. The word ‘Paralympic’ derives from the Greek preposition ‘para,’ meaning beside or alongside. The IPC mark represents motion with each of the Agitos encircling a central point. The mark also emphasizes the IPC’s role in bringing athletes from around the world together in the name of friendship, solidarity and fair play.

(Paralympic Partners only) THE PARALYMPIC TORCH RELAY

Since 1988, the Paralympic flame and the Paralympic torch relay have become key components to the Opening Ceremony of the Paralympic Games. The relay was first launched with a lighting ceremony at Mani Mountain of Kangwa Island in Seoul, South Korea. The torch was carried by 282 torchbearers — including 111 with a disability — along a 105-kilometer route.

The torch relay has become a more powerful institution, incorporating cultural elements of the host country. Today, it is one of the most important forms of communication to raise awareness of the Paralympic Games. 20 // USOC THE PARALYMPIC MOTTO

The Paralympic Motto – Spirit in Motion – expresses the strong will and inspirational performances of the Paralympic Movement. Spirit implies not only the high performance of Paralympic athletes but the strong message behind the movement, while motion represents an organization that is continually progressing and evolving. SPIRIT IN MOTION

(Paralympic Partners only) USOC // 21

There are two types of Olympic and Paralympic Medals:

Place medals —Gold, silver and bronze medals are OLYMPIC AND awarded to the first three finishers in every Olympic or Paralympic Games event. These medals are unique to each Olympic and Paralympic Games, and feature the sport and PARALYMPIC event in which the athlete participates. Participant medals — Commemorative medals are given to every athlete, official and IOC/IPC member that participates MEDALS in an Olympic or Paralympic Games. 22 // USOC NATIONAL OLYMPIC AND PARALYMPIC COMMITTEES

NATIONAL OLYMPIC COMMITTEE NATIONAL PARALYMPIC COMMITTEE A National Olympic Committee is the The International Paralympic Committee national organization responsible for recognizes one NPC for each nation. Similar developing and safeguarding sport and the to an NOC, the NPC is the sole governing Olympic Movement within its territory. As body responsible for the selection and such, the NOC is responsible for identifying, training of all athletes participating in the training and selecting athletes to compete Paralympic Games. There are currently 174 at the Olympic Games, while also providing NPCs within the international Paralympic the means for the national team to compete Movements. and attend the Games. Recognized by the IOC, an NOC is the sole authority responsible for the representation of its country or territory at the Olympic Games, as well as other international events held under the patronage of the IOC. The USOC is one of 206 NOCs, which are all members of the IOC. There are currently 206 NOCs within the international Olympic Movements. USOC // 23 UNITED STATES OLYMPIC COMMITTEE

Headquartered in Colorado Springs, Colo., The 1978 Amateur Sports Act established the United States Olympic Committee serves the USOC as the coordinating body for as both the National Olympic Committee all Olympic-related athletic activity in the and National Paralympic Committee for United States. The Act was amended the United States. As such, the USOC is through a Congressional mandate in 1998, responsible for the training, entering and and the USOC was given responsibility for funding of U.S. teams for the Olympic, Paralympic sport activity as well. Paralympic, Youth Olympic, Pan American The USOC has exclusive jurisdiction over the and Parapan American Games, while serving commercial use of Olympic and Paralympic as a steward of the Olympic and Paralympic marks and terminology in the United States, Movements throughout the country. The excluding American Samoa, Guam, Puerto USOC is among a small group of NOCs that Rico and the U.S. Virgin Islands, which fall receive no government funding. under the authority of separate NOCs and NPCs. The USOC began as a small group in 1894, headed by Dr. William Milligan Sloane. When the Olympic Games were revived in 1896, James E. Sullivan formed an informal American Olympic Committee in order to establish U.S. representation at the Games. However, it was not until 1921, when the committee adopted a constitution and bylaws to formally organize the American Olympic Association. The organization changed its name to the United States Olympic Committee in 1961.

24 // USOC ORGANIZING COMMITTEE OF THE OLYMPIC AND PARALYMPIC GAMES

The organization of the Olympic Games The OCOG is the rights holder of all Games- GAMES LOGO MASCOTS is entrusted by the International Olympic related marks, trademarks, mascots, and A unique logo is designed for each Olympic Olympic and Paralympic mascots are Committee to the National Olympic other Games-related imagery used to identify Games, which integrates the Olympic rings fictional characters that represent the cultural Committee and its host city. To that end, the host city’s relationship to the Olympic with one or more distinctive elements. the NOC and host city form an Organizing and Paralympic Games. heritage of the host city. An original image, Games logos are created and proposed Committee of the Olympic and Paralympic the mascot helps give concrete form to the The OCOG assumes responsibilities that by the OCOG or NOC of the host country, Games, which communicates directly with, Olympic and Paralympic spirit, spreading the include: and the IOC is responsible for approving and receives instructions from the IOC. values of the Games, promoting the history each Olympic Games logo. The OCOG is - Providing the necessary facilities for the and culture of the host city, and helping From the time of its constitution to the time responsible for approval of all creative that sport competitions in accordance with IF create a festive atmosphere. it is dissolved, the OCOG must comply with features the Games logo, which may be rules the Olympic Charter–the contract entered used by TOP and Games-specific sponsors. Over the years, mascots have all been - Providing accommodations for all into between the IOC, NOC and host city– examples of ingenuity, imagination and participants, team officials and support and the instructions of the IOC executive artistic creativity. They add a touch of humor personnel board. and fun to the Olympic experience, and help - Meeting the technical requirements of the offer a warm welcome to athletes and visitors OCOGs often start as small organizations media from around the world. The mascots are also and grow to several thousand members in a - Organizing medical services often used to help market the Olympic and matter of years. The OCOG begins its work - Organizing transportation arrangements Paralympic Games to children. with a planning period followed by a period for all participants of organization, which culminates in the - Printing and publishing applicable Games- implementation or operational phase during related documents Games time. - Organizing a cultural program - Producing and distributing the official report and film of the Olympic and Paralympic Games USOC // 25 INTERNATIONAL FEDERATIONS

Olympic sport is governed by an International Federation. The IF is the international organization responsible for governing individual sports worldwide in terms of eligibility, rules and championships. In order for a sport to be added to the Olympic Games program, the IF must first gain recognition from the IOC, proving that the sport is widely practiced. Each IF assumes full technical responsibility and control for the staging of its respective sport at the Olympic Games, as well as other international competitions. In this role, the IF selects judges and officials. 26 // USOC NATIONAL GOVERNING BODIES

At the national level, each sport in the OLYMPIC SUMMER SPORT NGBS OLYMPIC WINTER SPORT NGBs Olympic program is managed by a National USA Archery* — Colorado Springs, CO US Biathlon Association* — New Gloucester, ME Governing Body, which is recognized by the USA Badminton — Colorado Springs, CO USA Bobsled and Skeleton — Colorado Springs, CO International Federation for that sport. An USA Baseball — Cary, NC USA Curling* — Stevens Point, WI NGB must open membership to all athletes USA Basketball — Colorado Springs, CO US Figure Skating — Colorado Springs, CO and organizations responsible for promoting USA Boxing — Colorado Springs, CO USA Hockey* — Colorado Springs, CO the sport in the U.S. US Canoe/Kayak* — Charlotte, NC USA Luge — Lake Placid, NY NGBs run their own national championships USA Cycling — Colorado Springs, CO US Ski and Snowboard Association — Park City, UT and other sport competitions, but fall USA Diving — Indianapolis, IN US Speedskating — Kearns, UT under the USOC umbrella for the Olympic, US Equestrian Federation* — Lexington. KY Paralympic, Pan American, Parapan USA Fencing* — Colorado Springs, CO PAN AMERICAN SPORT NGBS American and Youth Olympic Games. USA Field Hockey — Colorado Springs, CO US Bowling Congress — Arlington, TX Each NGB is responsible for approving or USA Golf — St. Augustine, FL USA National Karate - Do Federation — Colorado Springs, CO sanctioning competitions and documenting USA Gymnastics — Indianapolis, IN USA Racquetball — Colorado Springs, CO world records for the sports. IFs only USA Judo* — Colorado Springs, CO USA Roller Sports — Lincoln, NE recognize competitions conducted by the USA Modern Pentathlon — Colorado Springs, CO US Squash — New York, NY sport’s NGB. USRowing* — Princeton, NJ USA Water Ski — Polk City, FL USA Rugby — Boulder, CO Internationally, NGBs are referred to as US Sailing* — Portsmouth, Rl National Sport Federations. Fifteen of the PARALYMPIC SPORT NGBS USA Shooting* — Colorado Springs, CO NGBs also manage sports on the Paralympic US Soccer Federation* — Chicago,IL The USOC governs and manages the Paralympic program in program, while the USOC governs six USA Softball — Oklahoma City, OK these sports: Cycling, Swimming, Track & Field, Alpine Skiing, Paralympic sports (cycling, swimming, track USA Swimming — Colorado Springs, CO Snowboarding, Nordic Skiing & field, alpine skiing, snowboarding, nordic US Synchronized Swimming — Indianapolis, IN skiing), and five additional Paralympic Five Paralympic Sports are governed and managed by U.S. members USA Table Tennis* — Colorado Springs, CO sports are governed by U.S. members of International Paralympic Sport Federations, including: USA Taekwondo — Colorado Springs, CO of International Paralympic Federations Wheelchair Basketball – National Wheelchair Basketball Association US Team Handball Federation — Colorado Springs, CO (wheelchair basketball, boccia, goalball, Boccia – Blaze Sports America US Tennis Association* — White Plains, NY powerlifting and wheelchair rugby). Goalball – US Association of Blind Athletes USA Track & Field — Indianapolis, IN Rugby – Lakeshore Foundation USA Triathlon* — Colorado Springs, CO Powerlifting – University of Central Oklahoma USA Volleyball* — Colorado Springs, CO USA Water Polo — Huntington Beach, CA USA Weightlifting — Colorado Springs, CO USA Wrestling — Colorado Springs, CO

*Notes that this is a sport that runs a Paralympic program U.S. OLYMPIC TRAINING CENTERS

The United States Olympic Committee operates two Olympic Training Centers, located in Colorado Springs, Colo. and Lake Placid, NY. OTCs house resident athletes and host camps and competitions for various sport programs. Each OTC is designed to support American athletes with needs relating to sports medicine, sport psychology, sport science, nutrition, recovery and strength and conditioning. Partners may utilize the OTCs to host business meetings, Olympic and Paralympic experiences and fantasy camps. The OTC also offers athlete demonstrations, participant sport experiences and guest tours. The partnership marketing team is available to assist interested partners in designing a program to meet organization objectives. USOC IDENTITIES USOC // 29 FLAG 5-RINGS

Note: Full-color on white background is the preferred A reversed out white option can be used on a Single color options are available in black, red and navy. version of this mark. dark background.

Note: Please ensure that all versions of the mark maintains sufficient contrast and legibility against the background. 30 // USOC FLAG 3-AGITOS

Note: Full-color on white background is the preferred A reversed out white option can be used on a Single color options are available in black, red and navy. version of this mark. dark background.

Note: Please ensure that all versions of the mark maintains sufficient contrast and legibility against the background. USOC // 31 EXCLUSION ZONE

The ‘exclusion zone’ is the perimeter that surrounds the mark. No other element is allowed within this area at any time or for any reason.

All marks and mark variants are available through your USOC representative.

Too Tight Too Tight 32 // USOC U.S. OLYMPIC TEAM

Note: Please ensure that all versions of the mark maintains sufficient contrast and legibility against the background. USOC // 33 U.S. PARALYMPIC TEAM

Note: Please ensure that all versions of the mark maintains sufficient contrast and legibility against the background. 34 // USOC U.S. PAN AMERICAN TEAM

Note: Please ensure that all versions of the mark maintains sufficient contrast and legibility against the background. USOC // 35 U.S. PARAPAN AMERICAN TEAM

Note: Please ensure that all versions of the mark maintains sufficient contrast and legibility against the background. 36 // USOC U.S. YOUTH OLYMPIC TEAM

Note: Please ensure that all versions of the mark maintains sufficient contrast and legibility against the background. USOC // 37 EXCLUSION ZONE

The ‘exclusion zone’ is the perimeter that surrounds the mark. No other element is allowed within this area at any time or for any reason.

All marks and mark variants are available through your USOC representative.

Too Tight Too Tight 38 // USOC OFFICIAL DESIGNATIONS

Official Partner Official Partner Official Partner

Official Sponsor Official Sponsor Official Sponsor

Ofﬁcial Supplier HOW IT ALL WORKS Together with the NGBs, we are America’s athletic department. TEAM USA IDENTITIES USOC // 41 TEAM USA WORD MARK

Note: Please ensure that all versions of the mark maintains sufficient contrast and legibility against the background. 42 // USOC TEAM USA HORIZONTAL MARK

Note: Please ensure that all versions of the mark maintains sufficient contrast and legibility against the background. USOC // 43 EXCLUSION ZONE

The ‘exclusion zone’ is the perimeter that surrounds the mark. No other element is allowed within this area at any time or for any reason.

All marks and mark variants are available through your USOC representative.

Too Tight

Too Tight 44 // USOC TEAM USA HERITAGE MARK

Note: Please ensure that all versions of the mark maintains sufficient contrast and legibility against the background. USOC // 45 EXCLUSION ZONE

The ‘exclusion zone’ is the perimeter that surrounds the mark. No other element is allowed within this area at any time or for any reason.

All marks and mark variants are available through your USOC representative.

Too Tight & Distorted

Note: Please ensure that all versions of the mark maintains sufficient contrast and legibility against the background. 46 // USOC TEAM USA SHIELD

FOR CONSUMER PRODUCTS ONLY

Note: This lock-up can also be used with a red or navy background.

For specific usage rights to the these marks, please contact your USOC representative. USOC // 47 EXCLUSION ZONE

The ‘exclusion zone’ is the perimeter that surrounds the mark. No other element is allowed within this area at any time or for any reason.

All marks and mark variants are available through your USOC representative.

Too Tight 48 // USOC TEAM USA COMBINED MARKS

Note: The lock-up versions on the bottom row can also be used on amy dark background. Please ensure that the mark maintains sufficient contrast and legibility. USOC // 49

* *

Note: The lock-up versions on the bottom row can also be used on amy dark background. Please ensure that the mark maintains sufficient contrast and legibility. *For other pictograms, please contact your USOC representative to request the lock-up. 50 // USOC EXCLUSION ZONE

The ‘exclusion zone’ is the perimeter that surrounds the mark. No other element is allowed within this area at any time or for any reason.

All marks and mark variants are available through your USOC representative.

Too Tight USOC // 51 TEAM USA SOCIAL MARKS PICTOGRAMS USOC // 53 PICTOGRAMS OLYMPIC SPORTS

UNCROPPED STYLE

Pictograms are provided in the Uncropped style shown above by default, but are also available upon request in the Open and Solid Circle styles shown below. Please contact your USOC representative to request these styles. 54 // USOC PICTOGRAMS OLYMPIC WINTER SPORTS

UNCROPPED STYLE

UNCROPPED STYLE — SUMMER

UNCROPPED STYLE — WINTER

UNCROPPED STYLE

All categorized pictograms should be Available Colors reproduced in the colors defined below. For specific Pantone colors to use when PANTONE 539 PANTONE 187 reproducing any of the pictograms Black White (PANTONE®, 4-color process, RGB), refer CMYK: C100 M50 Y0 K69 CMYK: C0 M91 Y72 K23 to the color palette chart on page 56. RGB: R21 G44 B83 RGB: R196 G32 B50 Black and reversed-out white are available standard colors for all pictograms. If color reproduction is not available or is not a viable option, please consider using in either black or as a reversed-out white on a dark color background. Color Implementation Examples for All Categorized Pictograms

USOC Red on USOC Navy on USOC Red on USOC Navy on Uncropped Pictogram Uncropped Pictogram Open Circle Pictogram Open Circle Pictogram

USOC Red on USOC Navy on Solid Circle Pictogram Solid Circle Pictogram COLOR & TYPOGRAPHY GUIDELINES USOC // 59 IOC COLORS

CMYK CMYK CMYK CMYK CMYK C100 M37 Y0 K0 C0 M34.2 Y91 K0 C0 M0 Y0 K100 C100 M0 Y100 K0 C0 M94 Y65 K0 RGB RGB RGB RGB RGB R0 G129 B200 R252 G177 B49 R0 G0 B0 R0 G166 B81 R238 G51 B78 WEB SAFE WEB SAFE WEB SAFE WEB SAFE WEB SAFE HEX 0081C8 HEX FCB131 HEX 000000 HEX 00A651 HEX EE334E TEXTILE TEXTILE TEXTILE TEXTILE TEXTILE 18-4244 TC 14-1159 TC 19-4205 TC 15-5534 TC 18-1726 TC COATS COATS COATS COATS COATS 0615 0109 0900 0519 0344 MADEIRA MADEIRA MADEIRA MADEIRA MADEIRA 1297 1137 1007 1051 1147 ROBISON ANTON ROBISON ANTON ROBISON ANTON ROBISON ANTON ROBISON ANTON 2730 2409 2296 6580 2378 FUFU FUFU FUFU FUFU FUFU 374 525 900 233 156 AMERICAN & EFIRD AMERICAN & EFIRD AMERICAN & EFIRD AMERICAN & EFIRD AMERICAN & EFIRD W45680 Blue 24 W44643 Zinnia W32002 Black W45763 Green #20 W32321 RO Red 3005 137 426 355 192 PANTONE PANTONE PANTONE PANTONE PANTONE 60 // USOC IOC METALLIC COLORS

CMYK CMYK CMYK C20 M25 Y60 K25 C0 M0 Y0 K40 C29 M63 Y73 K14 RGB RGB RGB R163 G145 B97 R167 G169 B172 R164 G102 B74 WEB SAFE WEB SAFE WEB SAFE HEX A39161 HEX A7A9AC HEX A4664A TEXTILE TEXTILE TEXTILE 16-0836/Flat 16-1326 TC 14-5002 TC/Flat 15-4703 TC 16-1325/Flat 17-1147 TC COATS COATS COATS 0024 Flat 0902 Flat 0440 Flat MADEIRA MADEIRA MADEIRA 1273 Flat 1087 Flat 1054 Flat ROBISON ANTON ROBISON ANTON ROBISON ANTON 2570 Flat 2483 Flat 2610 Flat FUFU FUFU FUFU 7233 484 765 871 877 8023 PANTONE PANTONE PANTONE USOC // 61 IPC COLORS

CMYK CMYK CMYK C5 M96 Y76 K21 C100 M52 Y2 K12 C100 M4 Y87 K18 RGB RGB RGB R170 G39 B47 R0 G84 B159 R0 G133 B66 WEB SAFE WEB SAFE WEB SAFE HEX AA272F HEX 00549F HEX 008542 TEXTILE TEXTILE TEXTILE 18-1555 TC 19-4151 TC 17-6030 TC COATS COATS COATS 0303 0626 0555 MADEIRA MADEIRA MADEIRA 1039 1134 1369 ROBISON ANTON ROBISON ANTON ROBISON ANTON 2472 2619 2208 FUFU FUFU FUFU 147 374 200 AMERICAN & Efird AMERICAN & EFIRD AMERICAN & EFIRD W32071 Southern Red W45675 Blue 19 W37075 Emerald 1805 2945 348 PANTONE PANTONE PANTONE 62 // USOC USOC COLORS

CMYK CMYK CMYK CMYK C0 M91 Y72 K23 C100 M50 Y0 K69 C0 M0 Y0 K47 C0 M0 Y0 K70 RGB RGB RGB RGB R196 G32 B50 R21 G44 B83 R175 G176 B178 R113 G112 B115 WEB SAFE WEB SAFE WEB SAFE WEB SAFE HEX C42032 HEX 152C53 HEX AFB0B2 HEX 717073 TEXTILE TEXTILE TEXTILE TEXTILE 19-1663 TC 19-4028 TC 164402 TC 18-0503 –TC COATS COATS COATS COATS 0238 0703 9148 9636 “GRANITE” MADEIRA MADEIRA MADEIRA MADEIRA 1038 1368 1118 1239 ROBISON ANTON ROBISON ANTON ROBISON ANTON ROBISON ANTON 2623 2603 2585 2217 or 6717 “TWILIGHT” FUFU FUFU FUFU FUFU 192 359 4845 4845 AMERICAN & EFIRD AMERICAN & EFIRD W44119 Mars Red W32619 Light Rheims

COOL COOL 187 539 GREY 7 GREY 11 PANTONE PANTONE PANTONE PANTONE * White Thread color: American & Efird, W32001 White tex *Pantone Cool Grey 11 to be used for text only. USOC // 63 USOC PAINT COLORS

BEHR BEHR BEHR BEHR VERMILLION MSL054 MIDNIGHT DREAM 570F-7D CUSTOM MIX REQUIRED* DARK GRANITE 780F-6D SHERWIN WILLIAMS SHERWIN WILLIAMS SHERWIN WILLIAMS SHERWIN WILLIAMS CUSTOM MIX REQUIRED* NAVAL SW 6244 STAMPED CONCRETE SW 7655 CUSTOM MIX REQUIRED* BENJAMIN MOORE BENJAMIN MOORE BENJAMIN MOORE BENJAMIN MOORE HERITAGE RED DEEP ROYAL 2061-10 PLATINUM GRAY CHELSEA GRAY HC-167

USOC USOC USOC USOC LIGHT LIGHT RED NAVY GREY GREY 64 // USOC PRIMARY FONT FAMILY

Helvetica Neue USOC // 65 PRIMARY FONT FAMILY

HELVETICA NEUE Helvetica Neue Thin The Helvetica Neue family offers extensive variations that can be applied to all forms of visual communication. ABCDEFGHIJKLMNOPQRSTUVWXYZ

Helvetica Neue Light is the primary font abcdefghijklmnopqrstuvwxyz for all body copy in professionally printed 1234567890 documents. Other non-extended variants are also available for alternative font weights. Helvetica Neue Light The Extended versions should only be used for headlines, sub-headlines, stand alone text, signage or highlighted text. Never use ABCDEFGHIJKLMNOPQRSTUVWXYZ the Extended versions of Helvetica Neue for body copy. abcdefghijklmnopqrstuvwxyz 1234567890

Helvetica Neue Extended ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Helvetica Neue Extended Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 66 // USOC PC FONT FAMILY

Arial USOC // 67 PC FONT FAMILY

ARIAL Arial Regular Because Helvetica Neue will not be on every computer, Arial is the universally available alternative. It is very similar in appearance ABCDEFGHIJKLMNOPQRSTUVWXYZ and when used should be treated as if it is Helvetica Neue. abcdefghijklmnopqrstuvwxyz

The typeface is versatile and can be used 1234567890 either in ALL CAPS, Title Case or sentence case. It should be used in the approved PANTONE Cool Grey 7 when printed on white. On dark colors it may be knocked Arial Bold out to white. If in certain situations like email, PowerPoint, black and white printing, or other non-professional printing applications, ABCDEFGHIJKLMNOPQRSTUVWXYZ the PANTONE Cool Grey 7 may be too light. Special exceptions can be made in this abcdefghijklmnopqrstuvwxyz instance, and the darker PANTONE Cool Grey 10 may be used. 1234567890 BACKGROUNDS AND BANNERS USOC // 69 BACKGROUNDS AND BANNERS STARS

BACKGROUNDS AND BANNERS Navy Red These textures may be used as backgrounds for visual communication such as printed material, website, web banners, packaging, signage and advertisements.

Please note that when creating a piece with extensive body copy, it is better to use the solid color from the approved USOC color palette rather than textures.

For specific usage rights to the these textures, please contact your USOC representative.

Suggested Usage of star background: 1. Use as a whole or crop as desired 2. Step and repeat in its entirety Grey White 70 // USOC BACKGROUNDS AND BANNERS STRIPES

The 13 stripes are from the flag as specified. Navy Red

Suggested Usage: 1. Use as a whole or crop as desired 2. Step and repeat in its entirety with these suggestions: - may extend horizontally without distorting the height - when repeating vertically, allow two stripes height between groups - may rotate in 45° with above rules

Grey White USOC // 71 BACKGROUNDS AND BANNERS TEAM USA

Step and repeat of TEAM USA Navy Red

Suggested Usage: 1. Use as a whole or crop as desired 2. Step and repeat in its entirety in uniform distance 3. A single Team USA word mark

Grey White 72 // USOC BACKGROUND USAGE WITH USOC MARKS

PLACEMENT STANDARDS Placement Standards When applying the USOC Mark to background images and textures, use the rules to the left to determine appropriate usage. If a situation occurs that is not defined on this page, ensure that the mark maintains sufficient contrast and legibility.

ALL MARKS The rules defined on this page are applicable Mark on Image to all marks in the USOC identities suite. Mark can only be used on an image lightly tinted and in a manner that maintains sufficient contrast and legibility.

Mark on Solid Background Mark can only be used on a USOC primary solid background color that maintains contrast and sufficient legibility.

Mark on Texture The mark can be applied to any USOC Texture only if the correct version of the mark is used to maintain sufficient contrast and legibility. COMPOSITE MARKS 74 // USOC COMPOSITE MARKS CORPORATE PARTNER

FLAG 5-RINGS COMPOSITE MARK STANDARDS

Horizontal Vertical

Wide Partner Logo Wide Partner Logo Narrow Partner Logo X X .5 z z Partner logo is equal in weight to X Flag 5-Rings Y Partner logo is equal in Partner logo is equal in weight to Flag 5-Rings weight to Flag 5-Rings .5 z .5 z .5 z .15 Y Designation .5 z .5 z Cap The designation should be either centered under sponsor Height logo or the entire width of the composite z z Y Y

Narrow Partner Logo X .5 z .5 z Designation .15 Y Designation .15 Y Cap Partner logo is .5 z z Cap equal in weight Height Height to Flag 5-Rings Y

.5 z .15 Y Designation Cap The designation should be either centered under Height sponsor logo or the entire width of the composite

USA Flag Width = X, Flag 5-Rings Height = Y, USA Flag Height = z Partner Logo (width x height) = Flag 5-Rings (width x height) Designation Font = Helvetica Neue Extended USOC // 75 COMPOSITE MARKS CORPORATE PARTNER

FLAG 3-AGITOS COMPOSITE MARK STANDARDS

Horizontal Vertical

Wide Partner Logo Wide Partner Logo Narrow Partner Logo X X

.5 z z Partner logo is equal in weight to X Y Partner logo is equal in Flag 3-Agitos weight to Flag 3-Agitos Partner logo is equal in weight to Flag 3-Agitos .5 z .5 z .5 z .15 Y Designation .5 z .5 z Cap The designation should be either centered under sponsor Height logo or the entire width of the composite z z Y Y

Narrow Partner Logo X .5 z .5 z Partner logo Designation .15 Y Designation .15 Y is equal in .5 z z Cap Cap weight to Flag Y Height Height 3-Agitos

.5 z .15 Y Designation Cap The designation should be either centered under Height sponsor logo or the entire width of the composite

USA Flag Width = X, Flag 5-Rings Height = Y, USA Flag Height = z Partner Logo (width x height) = Flag 5-Rings (width x height) Designation Font = Helvetica Neue Extended 76 // USOC COMPOSITE MARKS CORPORATE PARTNER

TEAM USA COMPOSITE MARK STANDARDS

Horizontal Vertical

Wide Partner Logo Wide Partner Logo Narrow Partner Logo

Partner logo is equal in weight to Team USA Partner logo is equal in weight to Flag 5-Rings =1/2 S Partner logo is equal in =1/2 S Designation weight to Flag 5-Rings Cap The designation should be either centered under sponsor Height logo or the entire width of the composite

Narrow Partner Logo

=1/2 S =1/2 S =1/2 S =1/2 S Partner logo is Designation Designation equal in weight to Cap Cap Team USA Height Height

=1/2 S =1/2 S Designation Cap The designation should be either centered under sponsor Height logo or the entire width of the composite

USA Flag Width = X, Flag 5-Rings Height = Y, USA Flag Height = z Partner Logo (width x height) = Flag 5-Rings (width x height) Designation Font = Helvetica Neue Extended USOC // 77 TRIPOSITE MARKS CORPORATE PARTNER

TRIPOSITE MARK STANDARDS

Horizontal Vertical X X

.5 z .5 z .5 z .5 z z Partner logo is x1.5 in Partner logo is x1.5 in weight to Flag 5-Rings weight to Flag 5-Rings Partner logo is Y x1.5 in weight to Flag 5-Rings .5 z .25 Y .5 z .15 Y Designation Cap .5 z Height Y .5 z .5 z z .5 z X X

.5 z .5 z .5 z z Partner logo is x1.5 in .5 z weight to Flag 5-Rings Designation .15 Y Cap Height .5 z .5 z .15 Y Designation .15 Y Designation Cap Cap Height Height The designation should be either centered under sponsor logo or the entire width of the composite

USA Flag Width = X, Flag 5-Rings Height = Y, USA Flag Height = z Partner Logo (width x height) = Flag 5-Rings (width x height) Designation Font = Helvetica Neue Extended 78 // USOC EXCLUSION ZONE

EXCLUSION ZONE Composite and Triposite Marks - Exclusion Zone The ‘exclusion zone’ is the perimeter that surrounds the mark. No other element is allowed within this area at any time or for any reason. Partner logo is equal in weight as Flag 5-Rings The ‘exclusion zone’ for the Composite or Partner logo is equal in Triposite Marks are determined by half of weight to Flag 5-Rings the flag height or “S” used in logos shown in Designation the picture to the right.

All marks and mark variants are available Designation through your USOC representative.

Partner logo is equal in weight as Flag 5-Rings

Partner logo is x1.5 in Designation weight to Flag 5-Rings

Designation Partner logo is x1.5 in weight to Flag 5-Rings

Designation

Partner logo is equal in weight to Team USA

Designation USOC // 79 COMPOSITE MARKS NGB

All NGBs and training sites may use the Composite and Triposite Mark Lock-Up Standards Flag 5-Rings and/or Flag 5-Rings, Flag 3-Agitos Lock-up Mark to communicate their relationship with the USOC, either in composite/triposite logo format or on a stand-alone basis.

Designations All uses of Olympic marks require an accompanying designation statement clarifying the relationship between the USOC and the organization. It should be PANTONE Cool Gray 7 C and should be Member US Olympic Committee Where Olympic and Paralympic Journeys Begin used in the Helvetica Neue Extended font.

Designation Options (NGBs only) – Member, U.S. Olympic Committee – National Governing Body for the sport of (Triathlon) – Where Olympic Journeys Begin (Olympic sports only) – Where Olympic and Paralympic Journeys Begin (Olympic and Paralympic sports only)

Designation that can be used included for Every Moment Matters Team USA: – Every Moment Matters (pending TM) 80 // USOC COMPOSITE MARKS NGB, SPACING

SPACING Composite and Triposite Mark Lock-Up with Spacing Standards The Flag 5-Rings Mark, Flag 5-Rings, Flag 3-Agitos Lock-up or Team USA Mark is always on the left side. The two Composite Triposite marks are divided by a line. The marks are separated by a Ring or “S” width depending on the Mark. Likewise, the designation below is spaced by a ring or “S” width from NGB logo is the bottom of the center line. NGB logo is equal in weight equal in weight to Flag 5-Rings to Flag 5-Rings X X

1/2 X Designation 1/2 X Designation

Team USA Composite

NGB logo is equal in weight to Flag 5-Rings

1/2 X Designation

1/3 X STATIONERY 82 // USOC STATIONERY UNITED STATES OLYMPIC COMMITTEE

LETTERHEAD The official paper stock for the letterhead is 70 text Cougar Opaque, Smooth White.

BUSINESS CARD The official paper stock for the business card is 130 cover TopKote Dull.

ENVELOPE The official paper envelope for the USOC stationery suite is Cougar Opaque #10 envelope. USOC // 83 STATIONERY U.S. PARALYMPICS

LETTERHEAD Top left corner is the location for the Flag 3-Agitos mark. Top right corner is the location for the address. The official paper stock for the letterhead is 70 text Cougar Opaque, Smooth White.

BUSINESS CARD Top right corner is the location for the Flag 5-Rings and Flag 3-Agitos marks. The official paper stock for the business card is 130 cover TopKote Dull.

ENVELOPE Top left corner is the location of the Flag 3-Agitos mark and address separated by a line. The official paper envelope for the USOC stationery suite is Cougar Opaque #10 envelope. 84 // USOC STATIONERY NGBS, TRAINING SITES AND CODPS

LETTERHEAD Top left corner is the location for the NGB, Training Sites or CODP Marks. Top right corner is the location for the address. The bottom right corner is the location for the Flag 5-Rings Mark and the designation. The official paper stock for the letterhead is 70 text Cougar Opaque, Smooth White.

BUSINESS CARD Top right corner is the location for the Property mark. Bottom right corner is the location for the Flag 5-Rings mark and the designation. The official paper stock for the business card is 130 cover TopKote Dull.

ENVELOPE Top left corner is the location of the Property mark and address separated by a line. The official paper envelope for the USOC stationery suite is Cougar Opaque #10 envelope. USOC // 85 STATIONERY CORPORATE PARTNERS

LETTERHEAD Top left corner is the location for the Corporate Partner mark. Top right corner is the location for the address. The bottom right corner is the location for the Flag 5-Rings Mark and the designation. The official paper stock for the letterhead is 70 text Cougar Opaque, Smooth White.

BUSINESS CARD Top right corner is the location for the Corporate Partner mark. Bottom right corner is the location for the Flag 5-Rings mark and the designation. The official paper stock for the business card is 130 cover TopKote Dull.

ENVELOPE Top left corner is the location of the Corporate Partner mark and address separated by a line. The official paper envelope for the USOC stationery suite is Cougar Opaque #10 envelope. CONSUMER PRODUCTS RETAIL AND PREMIUM USOC // 87 BACKGROUNDS RETAIL AND PREMIUM

BACKGROUND The base of all consumer product materials are the solid USOC colors. These colors Primary Background Secondary Backgrounds are accented by two stripes that when added complete the USA red, white and blue combination. The two lines combined should not exceed 5% of the overall height of the graphic. 88 // USOC LOGO PLACEMENT RETAIL AND PREMIUM

LOGO PLACEMENT The location for the USOC Mark is the upper right corner. The Mark is always placed half of its own width and height from the edge. The minimum height of the mark is 1/2”. 1/2Y Minimum Size of Olympic Team Mark = 0.5”

X 1/2X USOC // 89 INFORMATION RETAIL AND PREMIUM

INFORMATION LOCATION The product name and relevant information are located on the bottom left corner. The distance of the Olympic Team Mark from the edge is applied to all other graphic elements.

HIERARCHY An official Olympic designation is placed along the top of the information area in a smaller underlined version of Helvetica Neue. The product name is printed larger in Helvetica Neue Extended directly below and occupies no more than two lines. If necessary, a third line in reduced font weight and size is added for a sub-header.

HOLOGRAM The USOC hologram should be placed in a prominent area with ample clear space for maximum legibility. Please refer to the PRODUCT Hologram page of this document for more information on obtaining the NAME official hologram. A SHORT DESCRIPTION 90 // USOC HANG TAG RETAIL AND PREMIUM

HANG TAGS Hang Tags Front/Back When working with smaller formats, it becomes impossible to place the mark in the upper right corner. In this instance, 1. 2. 3. center the logo and place it 2/3 of the way up the tag.

- This shows a generic tag used as an authenticator. It only has a designation along the bottom.

1. USOC NAVY Parade, Podium and Village apparel

2. USOC RED USOC and Team USA apparel

3. USOC WHITE USOC premiums and Mass Market apparel VISA The VISA logo and designation must be incorporated as shown.

HOLOGRAM The USOC hologram should be placed in a prominent area with ample clear space for maximum legibility. Please refer to the Consumer Products section of this document for more information on obtaining the official hologram.

TEAMUSA.ORG The USOC website must be incorporated as shown. USOC // 91 SEWN IN AND HEAT SEAL LABELS

HEAT SEAL Heat seal care instructions: On Field Better Good/Premiums Color of type depends upon fabric color (white type on dark fabric or blue type on light fabrics)

Sewn In Sewn In Sewn In

MATERIAL MATERIAL MATERIAL FABRIC CARE FABRIC CARE FABRIC CARE COUNTRY OF ORIGIN COUNTRY OF ORIGIN COUNTRY OF ORIGIN SIZE SIZE SIZE

Heat Seal Heat Seal Heat Seal 92 // USOC HOLOGRAMS

HOLOGRAMS The USOC hologram program is used to authenticate all Olympic and Paralympic licensed merchandise for premium and retail usage. It is required that licensees affix an authentic USOC hologram toALL merchandise or USOC branded hang tags.

All holograms should be ordered through our official licensed supplier,OpSec . OpSec has an online system for ordering, tracking and procuring holograms.

OpSec Security, Inc 1857 Colonial Village Lane Lancaster, PA 17605 Tel: (717) 293-4110 www.opsecsecurity.com USOC // 93 PREMIUMS

A premium is defined as any product sold or GENERAL Gift with purchase USOC Licensees given away with the purpose of promoting A gift with purchase is an advertising- The type of premium product can vary Premiums may be acquired through the the sale of any other product or service. incentive program in which a premium is considerably. Examples of premium USOC’s Premium Fulfillment Licensees USOC partners have the ability to create given away with the purchase of a product products include bobble head dolls, t-shirts, (currently BD&A and Staples) or directly from Olympic and Paralympic-themed premiums or service. Gift-with-purchase offers are used backpacks, cuff links, pens, etc. Premiums USOC Licensees. to be used in conjunction with promotions, frequently in direct-response promotions as may only be used in connection with the provided the below guidelines are followed. well as in direct-mail advertising. USOC Licensees are business partners of promotion or distribution of products/ the USOC and are contractually permitted services within the partner’s official category. Dealer loader to create products bearing Olympic and The following types of promotions provide Merchandise designed to motivate dealers Paralympic IP (including but not limited to examples of how premiums are often used: and distributors to purchase larger quantities IOC, IPC, and USOC IP). Therefore, they are of product than they traditionally buy and Sweepstakes the only approved entities who can create usually includes a point of purchase display. Sweepstakes are associated with marketing promotional products using Olympic and promotions targeted toward both generating Employee or guest gift Paralympic IP. enthusiasm and providing incentive reactions An employee or guest gift is merchandise USOC licensees help ensure: among customers by enticing consumers to given to internal employees or staff. submit free entries into drawings of chance - USOC has full protection of intellectual Sales incentive (and not skill) that are tied to product or property. Remuneration offered to a salesperson for service awareness wherein the featured exceeding some predetermined sales goal. - Products meet USOC brand standards prizes are given away by sponsoring Companies offer sales incentives, as part companies. Prizes can vary in value from - Contract requirements and USOC Licensee of a promotion for the sale of their goods. less than one dollar to more than one million exclusivities are upheld. The incentive may be in the form of a Visa U.S. dollars and can be in the form of cash, pre-loaded card, or it may take the form of cars, homes, electronics, etc. - Compliance with USOC business practices a special prize, such as a trip to an exotic or and ethical standards. Self-liquidator exciting vacation destination. A form of consumer sales promotion in - Olympic and Paralympic premiums are Internal trade/catalog item which money and proof of purchase of a royalty bearing and it is the responsibility Merchandise made available to internal product (e.g. package tops, labels, etc.) are of the USOC Licensee to report and pay employees to purchase either at internal traded for an item of merchandise – usually royalties on behalf of all USOC partners. company stores or via an internal company sold below normal retail price. These may website. - For a current list of USOC Licensees, please also be called a self-liquidating premium. contact your Partnership Marketing Team. continues to next page 94 // USOC PREMIUMS

PREMIUM REQUIREMENTS Premium Approvals All premium items must be co-branded All premium artwork must be approved (with USOC and Partner corporate marks) by the USOC via the standard approvals in order to distinguish the items from those process. sold at retail. It is the responsibility of the USOC Licensee Preference is for premiums to include the to submit artwork for approval on behalf of company’s USOC composite mark; however the Partner. the Partner’s corporate mark and Olympic Premium submissions that come from the mark may be separated so long as they are USOC partner directly will be denied. on the same visual plane. Due to space restrictions a designation is not always required, though preferred. There may be no visible branding on premium items, other than that of a USOC Partner or Licensee. Partners may not create torches or replica torches for use as premium merchandise. In order to authenticate premiums, the USOC hologram must be included. Dependent upon Partner’s sponsorship level, certain IP may or may not be permitted on premium items (e.g. domestic sponsors may not use Olympic Games IP, such as PyeongChang 2018 on premium items). MARKETING GUIDELINES 96 // USOC OVERVIEW

The following marketing guidelines are for Each contract addresses marks protection in Legal Territory internal reference only by the USOC and the following areas: The United States Olympic Committee “United States” means the fifty states, the its partners. It is imperative that partners - USOC Marks - Ownership Rights (USOC) reserves the right, at our discretion, District of Columbia, and all territories and adhere to the standards set forth in these to change, modify, add or remove portions possessions of the United States of America guidelines. By upholding these standards, - Company Marks - Usage Approval of these guidelines at any time. Such (except for American Samoa, Guam, Puerto the USOC can help strengthen and - Territory – U.S. Usage changes or revisions will be effective Rico and the U.S. Virgin Islands and any enhance your U.S. Olympic and Paralympic immediately upon notice to you, which may other territories and possessions that may association. The intent of this document, the - Truth in Advertising and Fair Trade be given by any means. The acceptance fall within the jurisdiction of other NOCs Marketing Guidelines, is to provide specific, Practices of these guidelines does not grant rights during the authorized user’s contract term). detailed usage guidelines and examples of use. Please refer to your USOC Marks to help direct creative applications and - Category Compliance, including brands Rights Agreement or Policy, Program streamline the approval process. The USOC and services Contract or Brand Extension Policy for is responsible for approving any use of - Terms of Usage - good name, goodwill, specific rights granted to your company. Any protected marks, logos and IP. Each partner reputation and image of the USOC use of marks in these guidelines that are not has a contract with the USOC that outlines granted in your agreement with the USOC these rights in general terms. - Use of Olympic and Paralympic athletes and hopefuls and approved by the USOC will be deemed a violation of said agreement. USOC // 97 CATEGORY COMPLIANCE

GENERAL KEY CRITERIA FOR CATEGORY In order to determine whether the COMPLIANCE fundamental message and takeaway clearly Each Partner has been granted specific conveys the Partner’s core category, the rights to use Olympic and Paralympic IP A Partner promotion or advertisement USOC will use the following components as in the United States based on a specific that uses Olympic/Paralympic IP must be a basis for review: product/ service category outlined in the perceived by the reasonable consumer as a partner contract. It is necessary for all brand advertising /promotion for products/ - Overall message/takeaway Partner advertising/promotion to include services within the Partner’s core category, - Headline copy only those products/services outlined in the and it is the USOC’s right to determine - Imagery size, quantity, content, placement Partner’s category. For questions related to whether this standard has been met. Should - Subhead copy products/services within a particular partner there be any question and/or concern - Branding/mentions category, please contact your Partnership about the nature of the products and/or - Designations Marketing representative at the USOC or services represented in the individual brand - Category encroachment company representative responsible for the advertising, the USOC will work with the - Variety and balance of products and USOC relationship. appropriate parties included and make best services displayed efforts to reach an acceptable resolution. 98 // USOC MARKS USAGE

GENERAL APPLYING THE GRAPHIC STANDARDS COMPOSITE AND TRIPOSITE MARKS STAND-ALONE MARKS Partners are permitted to create and utilize The preference is always for partners to The Flag 5-Ring, Flag 3-Agitos and Team In certain creative situations, pre-approved designated marks consistent with the utilize the marks provided by the USOC, USA wordmark are the primary marks by the USOC, the standalone Flag 5-Ring graphic standards outlined in this document. which correspond to the graphic standards used for partners to convey the company’s and/or Flag 3-Agitos logos may be used, Pre-approved marks are no longer provided set forth by the USOC. partnership with the U.S. Olympic and provided a designation is still included, and to Partners by the USOC. Paralympic Teams. the partner logo is also visible in the same USOC marks should never be obstructed, line of sight. Every usage of Olympic and Paralympic incomplete, or altered within text or These are the only marks that may be in marks or terminology must be submitted in secondary graphics. composite/triposite form; all other marks, its context for approval. word marks, etc., must remain in original When applying the USOC mark to format as displayed in the brand guidelines. While a mark may be submitted and background images and textures, you must approved by the USOC, it does not ensure the mark maintains sufficient contrast Each use of approved sponsor composite/ guarantee that each and every usage of that and legibility. You may be required to use a triposite marks, in its context, must be mark will be approved. The USOC reserves solid color logo to ensure visibility. reviewed and approved by the USOC. the right to review the mark used in context To ensure USOC marks are clearly visible and may require adjustments. and legible, be sure to maintain the Marks should portray the USOC in such a appropriate exclusion (clear space, safety way that promotes the good name, goodwill, zone) around the USOC mark. reputation and image of the USOC and the Olympic and Paralympic movement, consistent with the Olympic Charter and applicable laws. Marks should be used in a manner to create clarity of the partner’s association with the USOC. Category rights must be adhered to, and no creative with Olympic and Paralympic marks for products or services outside of those granted to each partner will be approved . USOC // 99 MARKS USAGE

DESIGNATIONS COLOR OTHER MARKS AUTHENTICATING NOTICE A designation must always be included with Marks may only be utilized in those colors The USOC may allow the use of an NGB In order to protect the Olympic and a mark (with the possible exception of lapel identified in the graphics standards. mark in conjunction with sponsor mark and Paralympic brands and detect unauthorized pins and premiums). flag/5-Ring provided the following: use of Olympic and Paralympic IP, certain Preference is to always use the full-color Typically, a simple designation (approved legal requirements are necessary. The mark, however it is understood that a - The sponsor has a partnership with the designations can be found in the Marks Authenticating Notice is a statement one-color black, or reversed out white NGB being represented Rights Agreement with each partner) such or notice approved by the USOC that logo may be necessary for use on specific - The sponsor logo is between the Flag 5- as ‘Official Sponsor’ will suffice; however a evidences the USOC’s consent under the backgrounds. Ring mark and the NGB mark, creating a product or service specific designation may Act to the use in the United States of the triposite be required in cases where it is not clear to Designated Marks. - A line of separation between each mark is the consumer as to what the designated included Guidelines for Authenticating Olympic/Paralympic Product or Service - A pre-approved designation is added (e.g. Notice Use category is (e.g., Official Telecom Equipment “Proud Sponsor of the USOC and Proud X When the USOC grants partners the right Partner of the U.S. Olympic Team.) of [Name of NGB]”) to use Olympic and Paralympic Marks, Designation must align with Partner MRA, - Approval from both the USOC and NGB is an Authenticating Notice is required when level of sponsorship rights and category. required and it is the responsibility of the partners include their corporate legal notice partner to secure NGB approval. for applications including print, TV and digital Preference is for partners to utilize the official creative. USOC font and color for the designation, as outlined in the graphic standards. The Authenticating Notice is always required on sponsor product packaging. Preference is for the designation to be centered under the overall mark, or aligned The following are acceptable versions of the with the line of separation (in a composite Authenticating Notice, which reference the format). Ted Stevens Olympic and Amateur Sports Act, Title 36 U.S.C. Section 220506. · Short version: 36 USC 220506 · Long Version: “The use of Olympic Marks, Terminology and Imagery is authorized by the U.S. Olympic Committee pursuant to Title 36 U.S. Code Section 220506” Premiums require the inclusion of the authenticating USOC hologram. 100 // USOC U.S. PARALYMPIC IP USAGE

The USOC encourages the promotion of LOGOS TERMINOLOGY CATEGORY the U.S. Paralympic Team and its athletes. When showing or referring to a U.S. When referring to Paralympians, you can Please note, should your category for the When utilizing Paralympic IP in your Paralympian or U.S. Paralympic Hopeful, the refer to as one of the following: U.S. Paralympic Team differ from that of the promotion, the following guidelines apply. Flag 3-Agitos mark must be used. It can be U.S. Olympic Team, you may be required to For questions related to your company’s - U.S. Paralympian used in several forms, including: use your full category designation in some specific Paralympic rights, please contact - U.S. Paralympic Hopeful instances your Partnership Marketing representative. - Partner composite with the Flag 5-Ring, Flag 3-Agitos logo and designation - Team USA Athlete Note: Team USA encompasses both U.S. - Stand-alone Flag 3-Agitos logo with Olympians and U.S. Paralympians designation - Triposite logo with Flag 5-Ring, partner logo and Flag 3-Agitos logo and designation - Stand-alone Flag 5-Ring, Flag 3-Agitos marks with designation - Stand-alone Team USA with designation In addition, any visible marks on athlete apparel, must be reflective of the team on which the athlete competes (e.g. Paralympians must be shown wearing apparel with the Flag 5-Ring/Flag 3-Agitos mark and Olympians with the Flag 5-Ring mark. Paralympians may not be shown wearing the Flag 5-Ring mark only, but are permitted to be shown wearing the Team USA mark). USOC // 101 TERMINOLOGY STANDARDS

Adherence to terminology standards provides GENERAL OLYMPIC AND PARALYMPIC GAMES (Secondary References) consistency, protects the proprietary nature REFERENCES - Olympic Winter Games When using Olympic and Paralympic IP in of the Olympic and Paralympic Terminology, - Olympic Summer Games promotions/advertising, the Partner’s type These terms may only be used in English. and is part of the Brand Protection Program - Olympic Winter Games PyeongChang of sponsorship must always be accurately Equivalent translations in other languages to detect unauthorized use of Olympic and - Olympic Games Tokyo reflected (e.g. TOP, OCOG, Domestic). are not permitted (e.g. “Los Olímpicos” is not Paralympic IP. - The Games allowed). Domestic partners may only use IP that (Editions) reflect a partnership with Team USA, the The distinction is made between the Games - Games of the XXXII Olympiad USOC and the U.S. Olympic and Paralympic that take place during the summer and - Games of the XXXII Olympiad Tokyo 2020 Teams, whereas TOP partners may also use those in the winter. - The XXIII Olympic Winter Games IOC and Games-specific IP. - ‘Olympic Games’ always refers to the - The XXIII Olympic Winter Games Any reference by Domestic partners to Games held during the summer. PyeongChang 2018 Olympic & Paralympic Games IP must - ‘Olympic Winter Games’ always refers to Correct Paralympic Games References include a direct tie to its sponsorship of the Games held during the winter (First References) Team USA, the USOC, and/or the U.S. - Paralympic Games Olympic & Paralympic Team. When referencing the year of the Games in - Paralympic Winter Games conjunction with the city, Olympic Games Incorrect: - Paralympic Winter Games 2018 always come first followed by Olympic City - You could win a trip to the 2018 Games. - Paralympic Winter Games PyeongChang and the year (e.g. Olympic Winter Games - Watch the Olympic Games live in 2018 PyeongChang 2018, Olympic Games Tokyo PyeongChang! 2020). This should not be separated by any (Secondary References) Correct: commas or the word “in” i.e. “in Tokyo” or “in - Paralympics - You could win a trip to cheer on Team PyeongChang”. This convention also applies - Paralympics 2018 USA at the Olympic Winter Games in when referring to past Games (i.e. Olympic - Paralympics PyeongChang 2018 2018. Winter Games Sochi 2014 or Olympic - Watch Team USA live at the Olympic Games Rio 2016). Incorrect Games references Winter Games in PyeongChang! - Summer Olympic Games Correct Games references - Summer Games (First References) - Summer Olympics - Olympic Winter Games PyeongChang - Winter Olympic Games 2018 - PyeongChang 2018 Winter Games - Olympic Games Tokyo 2020 - Tokyo 2020 Olympic Games - Olympic Winter Games 2018 - Olympic Summer Games 2020 continues to next page 102 // USOC TERMINOLOGY STANDARDS

YOUTH OLYMPIC GAMES REFERENCES USE OF THE TERMS “THE OLYMPICS” U.S. OLYMPIC AND PARALYMPIC OLYMPIC AND PARALYMPIC AS AN AND “PARALYMPICS” TEAM REFERENCES ADJECTIVE “Winter” or “Summer” always comes before the edition. This should not be separated by As a general rule, the abbreviated term Correct U.S. Olympic/Paralympic Team The words “Olympic” and “Paralympic” may any commas or the word “in” i.e. “in Buenos “The Olympics” should not be used on first References not be used as an adjective to describe a Aires” or “in Lausanne”. mention. It should always be preceded by - U.S. Olympic/Paralympic Team product, service, program, promotion, etc. at least one occurrence of any of the official - 2018 U.S. Olympic/Paralympic Team The word “Olympic” and “Paralympic” may Correct Youth Olympic Games terminology (“Olympic Games,” “Olympic - 2018 U.S. Olympic and Paralympic Teams not be used as an adjective in the name of references Winter Games PyeongChang 2018,” etc.) products, services, programs or advertised When utilizing copy in a promotion that (First References) items. This is to ensure that its trademarked The term “The Olympics” must be used as a refers to both the U.S. Olympic and - Summer Youth Olympic Games Buenos status is not jeopardized. block and not “Olympics” alone. Paralympic Teams, and/or U.S. Olympic and Aires 2018 Paralympic athletes, you may choose to U.S. Olympic-themed may be used as an - Winter Youth Olympic Games Lausanne When the reference is to the Olympic Winter utilize Team USA as a general reference to adjective to describe a product, service, 2020 Games, the correct term will be “The Winter include both Teams/athletes. promotion, program, etc. Olympics.” Correct Team USA References Correct Examples: The reference to the “The Olympics” is made - Team USA - U.S. Olympic-themed Promotion with a capital “T” rather than a lowercase. - 2018 Team USA Incorrect Examples: Possessive use such as “My Olympics,” - Team USA 2018 - Olympic Pen “Your Olympics,” is not permitted. - Team USA Olympic Sweepstakes The use of the word “Paralympics” is - U.S. Olympic Towel acceptable. Additionally, the words ‘Olympic’ and ‘Paralympic’ should not be used as an adjective to qualify general terms (e.g. Olympic effort) The words ‘Olympic’ and ‘Paralympic’ may be used to describe elements of the Olympic Movement such as Olympic Medal, Olympic Village, Olympic Flame, etc. - Preference is for the element being described to be capitalized when used in marketing materials (e.g. Olympic Dream, Olympic Medal, Olympic Spirit). USOC // 103 TERMINOLOGY STANDARDS

SPORT REFERENCES The following are the correct references - Taekwondo The following are the correct references for each Olympic/Pan Am sport: - Team Handball for each Paralympic/Parapan Am sport: When referencing particular sports, it is - Tennis important to use the correct terminology. Summer Sports Summer Sports - Track & Field - Archery - Archery You may not imply a relationship with an - Triathlon - Badminton - Boccia NGB unless you have a relationship with the - Volleyball - Baseball - Para-canoe NGB and separate approval to do so. - Water Polo - Basketball - Cycling - Water Ski - Bowling - Equestrian - Weightlifting - Boxing - Goalball - Wrestling - Canoe or Kayak (as the case may be) - Judo - Cycling – BMX, Mountain, Road or Track - Powerlifting Winter Sports - Diving - Rowing - Biathlon - Equestrian - Sailing - Bobsled or Skeleton (as the case may be) - Fencing - Shooting - Curling - Field Hockey - Sitting Volleyball - Figure Skating (Ladies, Men, Dance - Golf - Soccer or Pairs) - Gymnastics - Swimming - Ice Hockey - Judo - Table Tennis - Luge - Karate - Track & Field - Skiing – (Alpine, Freestyle, Nordic, - Modern Pentathlon - Paratriathlon Freeskiing) or Snowboarding - Racquetball - Wheelchair Basketball - Speedskating (could be preceded by - Roller Sports - Wheelchair Fencing Long Track or Short Track) - Rowing - Wheelchair Rugby - Rugby - Wheelchair Tennis - Sailing - Shooting Winter Sports - Soccer - Alpine Skiing - Softball - Nordic Skiing - Squash - Snowboarding - Swimming - Sled Hockey - Synchronized Swimming - Wheelchair Curling - Table Tennis 104 // USOC TRADEMARKED PHRASES & TAGLINES

TRADEMARKED PHRASES When using these trademarks or phrases, TAGLINES certain requirements are necessary for The USOC owns many Olympic and Any taglines, slogans or phrases that convey protection. Paralympic-related phrases in the United an Olympic/Paralympic theme or message, States, including trademarks, service marks - When the phrase is used in marketing/ are developed in conjunction with the use and copyrights. These protected phrases promotional materials as a title, headline, of Olympic and/or Paralympic IP, and/or are are available for Olympic and Paralympic- call out, etc. a ™ or ® must be placed specifically created through the Partner’s related advertising by USOC Partners, after the protected phrase affiliation with the USOC, are the property of subject to the rights outlined in Partner’s the USOC. - When the phrase is used as body copy, agreement with the USOC and the USOC text in a press release, etc. a ™ or ® Upon expiration of the partnership, Partners approval process. The USOC will make a list should be placed after the first reference may no longer use such phrases. of all trademarks available to Partners, upon of the protected phrase. Subsequent use request. Taglines, phrases, slogans, etc. used in of the phrase does not require a ™ or ® conjunction with Olympic/Paralympic marks Sample Trademarked Phrases: - Requests to use phrases that are similar in must adhere to the clear space/safety zone - Go for the Gold nature (e.g. Go for Gold) should be submit- as outlined in the graphics standards. - Let the Games Begin ted for review and approval will be granted - Road to PyeongChang Taglines, phrases, slogans, etc. that on a case-by-case basis. Depending on incorporate Olympic/Paralympic IP, (e.g. usage, a ™ or ® may be required. Train like an Olympian) must be pre- approved for use by the USOC. Certain taglines, phrases, slogans may be exclusive to specific Partners for use. The USOC will secure trademark protection for all taglines that incorporate Olympic/Paralympic IP. It is the Partners’ responsibility to secure trademark protection for any other taglines that do not include Olympic/Paralympic IP, but may be associated with Olympic/Paralympic-themed promotions. USOC // 105 IMAGERY

The USOC has an established licensing IOC-OWNED IMAGERY ATHLETE IMAGERY relationship with Getty Images to meet the Subject to approval on a case-by-case basis Cauldron In an effort to support Team USA athletes Olympic and Paralympic Games and Team by the USOC, and strict adherence to the Partners may use images of the cauldron, and show respect for the enormous USA and imagery needs of our Partners. guidelines below, partners may use IOC- so long as the Partner’s current level of efforts they put forth, Partners are strongly The USOC does not own, manage or owned imagery in advertising and promotion partnership is being conveyed. encouraged to use authentic athlete imagery control a photo library, nor are we able to including images of the: whenever possible. grant rights to Partners for usage of photos. Depending on the ease of identification of

All Olympic Games imagery needs should the Cauldron and the broader context in Use of authentic imagery will ensure sports Olympic Torch be sourced through Getty Images. If you which it is used, additional clarification may and athletes at the Olympic and Paralympic- The Olympic Torch Relay is owned by have specific needs, please contact your be needed to ensure there is no implied level are being represented accurately in the host country’s Olympic Organizing Partnership Marketing Team, who can assist association between the Partner and the terms of technique, precision and effort. Committee and is an incremental with facilitating a partnership between your specific Games being represented. sponsorship opportunity with its own set Due to extenuating circumstances, model- company and Getty Images. Any costs of Marketing rights and restrictions. Only released images may be used on a very associated with licensing images (i.e. Getty Olympic Medals Olympic Torch Relay partners may use limited, case-by-case basis if pre-approved fees, individual athlete rights, etc.) are at the Partners may use place-medal imagery images of or create an association with the by the USOC. expense of the Partner. provided that only the athlete who won the Olympic Torch Relay or Olympic torch in medal is wearing or holding the medal(s), Imagery/footage with ‘visibly identifiable’ general. and the athlete has approved usage. athletes requires the partner to secure GAMES IMAGERY With approval, non-Olympic Torch Relay athlete rights to use the image/likeness. Partners may use generic medal imagery as In general, all Partners may use athlete partners may use images of a generic Torch a design element in advertising (e.g. create a Partners are responsible for securing rights images from previous Olympic and subject to the following guidelines: medal design) provided the appropriate mark to all athlete images prior to usage. Paralympic Games (even if Games marks - There may be no direct or implied is used to convey the partner’s association are visible in the background – e.g. on NOTE: Please see Athlete section for association that the partner is an official with the U.S. Olympic Team. equipment or background signage), so long information and guidelines pertaining to sponsor of the Olympic Torch Relay as the Partner’s current level of partnership Note, generic medals can include partner visible corporate identification in athlete is conveyed. - Partners may not use images of the actual composite marks. imagery. Olympic torch, images of torch bearers or - Domestic partners must convey the anything that would imply a “torch runner” Olympic Flags association with the athlete in the image image Partners may use images of Olympic- (assuming rights have been granted to themed flags so long as partner has the the Partner by the athlete), or its general - Partners composite mark may not appear rights to the mark that is shown on the flag. partnership with, and/or support of Team on any torch imagery USA; not the Games mark/IP that is visible Olympic Games Mascots - Partners may not create replica torches for in the image. The use of Olympic Games mascots are use as premium merchandise reserved for TOP and Games sponsors only. Games imagery may not be altered in any manner. 106 // USOC OLYMPIC AND PARALYMPIC GAMES FOOTAGE

The USOC Broadcast Marketing division As U.S. Olympic Team Trials footage is The USOC maintains a library of footage There is an online process through the administers all licensing of Olympic Games owned by the USOC, the USOC administers from Olympic Games, Paralympic Games, Olymarcs portal for requesting footage via footage for use within the United States for all licensing of such footage to all Partners, U.S. Olympic Team Trials, Pan American the USOC Broadcast Marketing department. all Domestic Sponsors. Per IOC Guidelines, both TOP and Domestic. Games and other Olympic/Paralympic- Please contact your Partnership Marketing all TOP sponsors must obtain Olympic related competitions. Team for further information. Games footage from the IOC. The USOC When licensing footage: also coordinates the licensing of Paralympic Games footage with the International - Fees for licensing such footage are at the Paralympic Committee. expense of the Partner - The USOC does not maintain the rights to the athletes, coaches, participants, etc. who may be visible in the footage - It is the responsibility of the Partner to secure all individual approvals for usage - Any/all footage being used for television commercials must also be approved by the broadcaster who will air the commercial USOC // 107 ENDORSEMENTS STANDARDS AND COMPARATIVE ADVERTISING

ENDORSEMENTS STANDARDS COMPARATIVE ADVERTISING TELEVISION ADVERTISING STANDARDS As a matter of policy, the USOC cannot Olympic and Paralympic partners are endorse a corporation, product, service or When using Olympic/Paralympic IP, permitted to create Olympic or Paralympic brand. comparative advertising that mentions a themed TV spots or to “tag” existing spots third party competitor is not permitted under with an Olympic or Paralympic Mark and - Words that imply endorsement such any circumstances. Designation, provided that the product/ as “Endorsed ,” “Chosen,” “Selected,” service featured in the spot is within the “Preferred,” “Named,” “Sanctioned,” When using Olympic/Paralympic IP, partner’s category and creative thematic of “Certified,” “Approved” and “Accredited” USOC Partners may not make any form spot is consistent with USOC values and cannot be used to describe a company, of comparative claims as it pertains to its brand. Materials should be submitted in product, service or brand relationship with competitors’ products and/or services. the conceptual stage, preferably as a script the USOC. - This is not meant to preclude USOC or storyboard, well in advance of filming or - This is typically encountered in press Partners from promoting that their recording to avoid incurring costs related to releases in which the sponsor may products/services are exemplary, but revisions. indicate that they were “selected” by solely to preclude claims that specifically During the conceptual stages of a TV the USOC. Please note that such words compare their products/services to those commercial, it is important to check with the cannot be approved by the USOC in that of their competitors. broadcaster to ensure all clearances and context. approvals for products and services shown For specific guidelines pertaining to athlete within the ad are obtained. endorsements, please see the athlete - Please note, if airing on NBC, TV spots are specific section. subject to NBC guidelines and category exclusivities. 108 // USOC EDITORIAL CONTENT

We understand that USOC sponsors, and If an article or feature focuses on a sponsor’s MEDIA OUTLET CO-BRANDED OTP/DOCUMENTARIES other companies, are increasingly creating Olympic/Paralympic program or promotes CONTENT SERIES Olympic themed programming cannot run publications that are distributed in the specific products or services, it must Without prior review and approval from on third party media (other than NBCU) context of their business operations and that be submitted for advance USOC review NBC and without prior review by the USOC, during the NBC blackout period (3 weeks serve both promotional and entertainment and approval to ensure accuracy and a sponsor cannot co-produce Olympic before Games through 30 days after) without / editorial functions to both internal and compliance with product categories and themed content with a third party media USOC and NBC approval. external audiences. Similarly, many other contractual terms. outlet where the outlet is a co-presenter companies’ websites feature editorial and If sponsor is considering longer form If there is a question about whether or not sponsor of the content. promotional content, as well as information content, please discuss guidelines with an item is editorial, please contact us so we about the company. Given the complexity If sponsor works with NBC owned and USOC account manager. can gain an understanding of the publication of corporate/commercial activity within the controlled sites to co-create content, it and how the content has been created. We editorial arena, these guidelines should be should still be led by sponsor (i.e. Sponsor will work with you to determine which items followed and all content must be submitted presents). and Olympic/Paralympic-related content for approval. must be submitted. We will strive to help you Sponsor can purchase a traditional media meet your publication deadlines and ask for buy on a third party site and feature their appropriate lead time to do so. video content that promotes sponsor’s support of Team USA and athletes, as long Please note that this guideline applies to as it is clear that the sponsor created and is content about athletes as well as general presenting the content content. USOC // 109 SPECIFIC USAGE EXAMPLES PRINT AND GENERAL SIGNAGE

PRINT, COLLATERAL, STATIONERY, Category Compliance BOOTHS, EXHIBITS AND DISPLAYS PRESS RELEASES AND NEWS GENERAL SIGNAGE AND POINT OF Olympic and Paralympic Marks and Termi- ANNOUNCEMENTS The use of Olympic and Paralympic Marks, PURCHASE nology should only be used in promotions Terminology and Imagery may only be asso- The following are some guidelines to keep pertaining to products and/ or services Olympic and Paralympic Marks should be ciated with a partner’s products and services in mind with respect to press releases and within the partner’s product category. Joint used in a manner that provides for promi- within the Olympic and Paralympic product news announcements: promotions with other USOC partners are nent display and visible separation from category. encouraged. However, only products and - A Composite Mark may be used on an surrounding text and graphics. Care should services within the respective product and The USOC partner must maintain a visual im- Olympic or Paralympic related press be taken to ensure clarity about the partner’s service categories may be referenced. pact that clearly identifies it as the manufac- release. association with the USOC. turer and/or owner of the product or service Image Compatibility - A USOC Media contact must be included. Placement being advertised. When materials include an Olympic or An adequate amount of clear space must - A quote from a USOC Senior Executive Paralympic theme, care should be taken The Olympic and Paralympic sponsorship exist around the USOC Marks to ensure should be requested well in advance. to ensure that the USOC Marks are shown association may visually be an integral part of that they are recognizable as distinct and with content that relates to the U.S. Olympic the entire booth, exhibit, or display only when - Press releases and news announcements separate from the surrounding text and or Paralympic Team or the Movement as a the products and/or services advertised are should never imply or directly state that graphics and are clearly visible and legible. whole. limited to those in the product category. the Sponsor, Supplier, or Licensee was The partner should be identified as the com- “selected,” “chosen,” “named,” or other municating entity. Third-Party Association If other partner products and/or services are similar words that imply endorsement by References to other third party entities are displayed, then the Olympic or Paralympic An approved Designation must be used the USOC. not allowed on materials that communi- association must be appropriately sized, to communicate the association with the cate an Olympic or Paralympic association visually impactful and placed clearly to show - The USOC encourages joint press USOC. (See “Third Party Guidelines”), which would association only with the approved products releases when appropriate, but will also In certain instances where USOC partner include materials that are simply tagged with and services. work with you on separate releases. signage may be adjacent to non USOC an Olympic or Paralympic Mark. Under no circumstances can an Olympic or - Please work with your Partnership Market- partner signage, the USOC may request Paralympic association be passed through ing representative as early as possible additional review and potentially require to third parties (See “Third Party Guidelines”). to begin the drafting process to allow for adjustments in placement to ensure the revisions and approvals. partnership is conveyed clearly. All Olympic or Paralympic themed booths, displays, and exhibits should be submitted in illustration format for review. 110 // USOC THIRD PARTY GUIDELINES

PURPOSE GENERAL THIRD PARTY GUIDELINES - The third party’s presence (logo, name, references, etc.) must be visually Retaining the value of the Olympic and In general, when Partners create Olympic/ Provided the partner has received consent separated from all Olympic/Paralympic Paralympic property and our Partners’ Paralympic-themed advertisements/ from the USOC to incorporate a third marks/terminology, references. investments in the Olympic and Paralympic promotions (including the most basic use party into its Olympic/Paralympic-themed Movement through exclusivity and consistent of Olympic marks), they may not permit advertising/promotion, the following general - The partner’s composite logo, with a use of IP will allow for the continued levels any third party, its brand, event, product third party guidelines must be adhered to: designation, must exist at least once on of funding necessary to support the U.S. or service, to have an association, explicit promotional creative, to further clarify the - The USOC partner must be clearly Olympic and Paralympic Teams. Therefore, or implied with the Olympic/Paralympic partnership between the USOC and its positioned as the Olympic or Paralympic it is essential to maintain adherence to the Movement. Partner company. partner. policy of permitting an Olympic/Paralympic On a limited basis, with prior approval from - Third party products depicted in association only to official USOC Sponsors, - The USOC partner must be viewed as the the USOC and adherence to the guidelines Partner’s Olympic/Paralympic-themed Suppliers, Licensees and Broadcast entity responsible for the advertisement/ below, partners may incorporate third parties advertisements/promotions, such as Partners. promotion. into their Olympic or Paralympic themed prizes, background props, etc. must

advertising and promotions. The inclusion of - There may not be any implied association be the brand of an official USOC/ Definition a third party will be reviewed by the USOC between the third party and the Olympic/ TOP Partner, or must be unbranded. A third party is anyone or any organization, on a case-by-case basis. Paralympic Movement. Further, prizes referenced must follow or its brand that has not been specifically the guidelines listed in the Sweepstakes identified by contract as a USOC partner, It is imperative to coordinate with your - The third party being represented may not section of the Marketing Guidelines. sponsor, licensee or member organization. USOC Partnership Marketing liaisons in the conflict with a current USOC sponsor and Examples of third parties include, but are early stages of conceptual development, its category unless the USOC otherwise not limited to retailers, distributors, arts before committing to programs, to ensure approves on a case-by-case basis, which organizations and charitable organizations. there are no category conflicts and/or will include additional guidelines to protect potential issues. the affected USOC sponsor. - As with all promotions, those with a third party presence, must remain within the partners’ product/service category. - The overall USOC partner presence (logo, name, references, etc.), as a whole, must be significantly more prominent than the third party’s presence. USOC // 111 THIRD PARTY GUIDELINES

SPECIFIC TYPES OF THIRD PARTIES CHARITABLE ORGANIZATIONS Given this, a third-party charity’s association/ ATHLETE USAGE AND THIRD PARTY RETAILERS incorporation into an Olympic/Paralympic- CORPORATE IDENTIFICATION In addition to the General Third Party themed advertisement/promotion, is In addition to the above General Third Party Guidelines above, Partners should review Please see the Athlete Usage section for generally limited to specific events or Guidelines, the following guidelines also the added guidelines below, specifically specific information regarding corporate activities with members of the U.S. Olympic/ apply specifically to Retailers: when the third party being incorporated into identification in athlete uses. Paralympic Family (e.g. National Governing an Olympic/Paralympic-themed promotion is It must be clearly conveyed to the consumer Bodies, Multi-Sport Organizations, U.S. a charitable organization. that the retailer is a distribution channel for Olympic Training Sites, Paralympic Sport the promotion, partner product or service. The USOC must pre-approve the use of Clubs, Community Olympic Development a third-party charity in conjunction with Programs, Alumni Athletes and Paralympic - This may be accomplished via the a partner’s Olympic/Paralympic-themed Military Programs). messaging provided in promotional/body promotion/advertisement. The review/ copy and/or a qualifier such as “Available In addition, the USOC will not approve an approval of other charities is based upon the at…” near the retailer logo. association with a third-party charity unless it following principles: is consistent with the USOC’s stated mission - The inclusion of retailer branded specific - Upholding the USOC mission and and the benefits of being associated with products within an Olympic/Paralympic- development goals the charity outweigh any proposed risks or themed advertisement/promotion will be costs. reviewed on a case-by-case basis. - Keeping the USOC objectives front of mind with the consumers - Minimizing the risk of alienating other very worthy causes outside of the Olympic/ Paralympic Family 112 // USOC

CAUSE-RELATED MARKETING PROGRAMS

Cause-related marketing programs should Partners are permitted to create programs Forming partnerships for cause-related Promotion for cause-related marketing be geared toward the USOC and its mission. that contribute funds to specific events or programs with members of the U.S. programs must clearly convey that funds activities with members of the U.S. Olympic/ Olympic/Paralympic Family will collected will be allocated toward a USOC The USOC will not accept any gift/ Paralympic Family (e.g. National Governing supported event and/or organization. contribution unless it is consistent with the - Reduce the opportunity for potential Bodies, Multi-Sport Organizations, U.S. USOC’s stated mission and the benefits sponsor conflicts; Olympic Training Sites, Paralympic Sport associated with accepting the gift outweigh Clubs, Community Olympic Development - Minimize the risk of alienating other very any proposed risks or costs. Programs, Alumni Athletes and Paralympic worthy causes outside of the Olympic/ The USOC is a 501 (c)(3) and therefore, in Military Programs). Paralympic family; general, cause-related programs should - Ensure the USOC mission-related not contribute to an outside charitable fundraising goals and objectives are at the organization and/or cause. forefront. USOC // 113

SWEEPSTAKES

GENERAL THIRD PARTIES DIGITAL PROMOTION ON THIRD Acceptable: PARTY SITE The USOC does not administer As with any Olympic/Paralympic-themed Visit www.thirdparty.com/[SponsorName] sweepstakes on behalf of partners; it is the promotion, a sweepstakes must be led by Partners may ‘house’ sweepstakes and promotion to learn how you can enter to win! responsibility of the partner to administer the USOC partner and may not imply that entries may be made available on a third Visit www.thirdparty.com/[SponsorName] and fulfill all sweepstakes, obtaining legal a third party has an association with the party site subject to the following TeamUSAPromo to learn how you can enter approval and abiding by all applicable laws. Olympic/Paralympic Movement. - The use of sweepstakes specific URLs to win! Should the sweepstakes utilize Olympic/ A third party agency may administer a must follow strict promotional guidelines Visit www.thirdparty.com to see how you Paralympic IP, the USOC must review the sweepstakes on behalf of the USOC Partner, to ensure the third party’s website is only can enter the [SponsorName] sweepstakes. content, creative, rules, etc. through the however that third party agency may not seen as a distribution channel for the standard approvals process. receive any consumer facing branding or promotion, and that the sweepstakes is Visit www.thirdparty.com to see how you association with the sweepstakes, other offered on behalf of the USOC partner(s . can enter the [SponsorNameTeamUSA] - Please note: Sweepstakes title must be than being clarified in the rules as the sweepstakes. partner led and follow correct terminology - Qualifiers and other messaging around administrator. guidelines. the URL may be required to convey such Learn more about the [SponsorName] USOC partners may incorporate third parties partnerships. TeamUSA promotion available at www. Sweepstakes may only be conducted in into sweepstakes promotions so long as thirdparty.com. association with the partner’s product/ - This may be accomplished in a variety standard third party guidelines are followed service category. of ways depending upon whether the - The USOC partner must lead all promotion/advertisement is print, digital, Not Acceptable: Sweepstakes opportunities for access to communication, messaging, etc., showing TV, radio, etc. USOC-controlled events will be approved Visit www.thirdparty.com/TeamUsapromo/ the third party only as a marketing channel case-by-case based on target audience. - If the third-party URL includes Olympic/ [PartnerName] to learn how you can enter for the promotion. Paralympic IP, the Olympic/Paralympic IP to win! Acceptable: must lead with the Partner’s reference. Visit www.thirdparty.com for information on You could win a trip to the Olympic Games Promotional Examples w/ third-party URLs: how to enter the Team USA promotion. to cheer on Team USA from/with Partner when you shop at Retailer. Learn more about the TeamUSA promotion available at www.thirdparty.com. You could win XX prize when you enter the Partner Team USA sweepstakes with/at Visit www.thirdparty.com/OlympicPromo Retailer. for more information on the [PartnerName] promotion. Unacceptable: You could win a trip to the Games when you Visit www.thirdparty.com/TeamUS for shop at Retailer. sweepstakes information. You could win XX prize when you enter the continues to next page Retailer Sponsor sweepstakes. 114 // USOC SWEEPSTAKES

PRIZING Prizes may not conflict with USOC partner RULES categories (of course the partner running the Prizes for the sweepstakes must be awarded The USOC partner is responsible for creation sweepstakes can team with other USOC/ by the USOC partner, not a third party. and administration of the rules. TOP partners to provide products/services - It is understood that third parties may from the other partners’ categories as When reviewing the rules, the USOC will fulfill prizes on behalf of the USOC partner prizes.) look to ensure that: in the case of a product redemption Prizes must be a brand of USOC partners - All standard guidelines are followed promotion (e.g. ‘Buy three partner within their product category, or unbranded. (partners using correct terminology and products at retailer and get one free…’ it Olympic/Paralympic IP/references, logos, is acceptable for the retailer to physically Merchandise prizes must be sourced etc.) distribute the free item.) through an official USOC licensee and should be co-branded with the Partner’s - It is clear to consumers that it is the - The promotion should still make it clear corporate mark. Note: Items that are co- sponsor’s sweepstakes, not the USOC’s. however, that the prize is being awarded branded with Nike, Ralph Lauren, Oakley or by the partner. - The sweepstakes is only open to residents Omega/Swatch must also be approved by of the USOC territory. Any reward, prize, etc. for the consumer that company that includes payment or financial - USOC must be included in any OTC Trips / Fantasy Camps – should a compensation must be in the form of a indemnification/release of liability included partner wish to conduct a sweepstakes Visa branded gift card. in the rules. resulting in an event at an OTC, prior to Prizes should incorporate other USOC/TOP the implementation of the sweepstakes, partner products/services, where applicable. partner should contact account team to confirm available dates for sweepstakes - Note that any prizes awarded may require opportunities. Note: the USOC will additional approvals from the prize pre-determine quarterly dates for all supplier. sweepstakes opportunities across partners. USOC // 115 LOYALTY PROGRAMS

The following section provides direction GENERAL Promotions may include a variety of rewards Cards that have stored value in the form on how partners may leverage Loyalty to incentivize consumers to use their loyalty of a product or service (e.g., minutes on a There are two types of loyalty programs Programs in conjunction with Team USA- cards, including but not limited to: phone card, gallons of gasoline, specific relevant for Team USA partners: (1) those themed advertising/promotions. number of food items (10 burgers, 1 bottle programs that are corporately driven by the - Visa gift cards of shampoo)) may be acceptable. USOC partner (e.g. United), (2) and those - Dollar amount off a purchase that are driven by a third party, in which the - Free sponsor products - Any card with a stored value in the form DEFINITION USOC Partner participates in its product/ - Co-branded Team USA premiums of a product or service must be within an Loyalty Programs are structured marketing service category (e.g. consumers swipe - Percentage off approved category of a USOC partner. efforts that reward, and therefore encourage, Sam’s Club Card in addition to payment - Instant or future savings The illustration below shows a number loyal buying behavior. method when purchasing USOC Partner - Points accumulation of acceptable purchasing behaviors and products). If the promotion highlights a specific incentive/reward options to use in your Team In general, partners may incorporate and product, that product must be a USOC USA-themed promotion. By choosing one leverage their brand loyalty programs, as partner product. element from each column, you can create well as those of third parties, provided the an effective and acceptable promotion for - Retailer private label items will be reviewed guidelines below are followed. consumers. on a case-by-case basis to determine Promotion and execution of the program whether they encroach on, or conflict with, At least one element must always be tied is done in a manner consistent with the another USOC partner category. to the USOC partner to ensure the Team products/services within the partner’s USA association is with the partner and Because loyalty programs typically involve category. not a third party. a card to track buying habits, patterns, If the loyalty program is that of a third party, points, etc. special attention must be paid continues to next page inclusion must be pre-approved by the to ensure this card is not used or promoted USOC, per the third party guidelines. as a method of payment, in conjunction with Team USA-themed advertising/promotion. - All standard third party guidelines apply to promotion of the loyalty program. Visa has exclusive rights with respect to payment methods, including but not limited - All Retailer-specific third-party guidelines to debit, credit, gift and pre-paid cards. also apply to the promotion of the loyalty program. Store credit in the form of certificates, vouchers, cards, etc. are considered a form of payment and therefore not acceptable. 116 // USOC LOYALTY PROGRAMS

Unacceptable Team USA-themed PURCHASING INCENTIVE/ Promotions with Loyalty Card Programs BEHAVIORS REWARD OPTIONS - Show your loyalty card and get a retailer gift card - Show your loyalty card and get a retailer Purchase $ Amount Of Visa Gift Card gift certificate Partner Product - Redeem your loyalty rewards points for cash Purchase # of Partner Product % Off Current Purchase - Use your loyalty card and get instant cash back - Spend $ at non-partner retailer and get $ Purchase Partner Service % Off Future Purchase off future purchase - Spend $ at retailer and get retailer gift card

Purchase Partner Product $ Off Current Purchase During Certain Dates

Spend $ Amount at Partner Retailer $ Off Future Purchase

Redeem Loyalty Program Points Sponsor Product or Service

Co-branded Team USA Premiums

Loyalty Program Points USOC // 117 DIGITAL PROMOTION & ADVERTISING

The following section on Digital Advertising dependent upon the layout of the site and - URLs for specific pages/microsites may THIRD-PARTY WEBSITES and Promotion will provide guidance on how potential perceived association to products/ contain Olympic/Paralympic IP in the This section applies to the use of Olympic/ partners may use Olympic and Paralympic services outside the partner’s product/ first level, so long as there is a separator Paralympic IP on third party websites. All IP and promote their USOC partnerships service category. between the Olympic/Paralympic IP and general Third Party Guidelines noted in the within the digital landscape. the sponsor IP. - If approved, the category specific ‘Third Party Guidelines’ section apply in designation is also required. addition to those below. - Should the partner choose to create an USOC PARTNER CORPORATE Olympic/Paralympic IP may also be used General entirely separate, new, stand-alone URL WEBSITES on partner’s general sponsorship pages to Partners may use Olympic/Paralympic IP (not tied to corporate website) for a Team highlight its partnership with the USOC. on third party websites and homepages, This section applies to the use of Olympic/ USA-themed microsite, there must still be so long as it is clearly tied to the partner Paralympic IP on USOC Partners’ internal - Ensure standard marks usage guidelines a tie to the USOC Partner in the first level presence and for the purpose of referencing and external corporate websites. are followed. of the URL. a specific promotion.

Sponsors may promote their partnership - Olympic/Paralympic IP should, at Examples: Any partner promotional content and with the USOC through the use of Olympic/ minimum, have representation equal to advertisements on third party sites that Paralympic IP, so long as the products/ other partnerships that are listed. Correct: include Olympic/Paralympic IP should services being promoted are within the www.partner.teamusa.com - Additional separation may be required be directed back to a place on the Partner’s particular product/service category. www.partner.com/teamusa (including texts and graphics) dependent partner’s website that promotes the www.partner-usolympicteam.com There may not be an implied association upon the layout of the site and the USOC partnership, specific products/ www.partner.com/teamusasweeps between the Olympic/Paralympic IP and perceived association with other partner/ services within the partner’s category, or www.partner-teamusasweeps.com products/services outside the partner’s third party logos that are present. other general Team USA-themed content/ www.partnersweeps.com/teamusa category. promotion; or teamusa.org. Partners may create Team USA-themed Incorrect: - To ensure there is not an implied page or microsite to house all Olympic/ Partners may purchase advertising space www.partnerteamusasweeps.com association with products/services outside Paralympic-themed content, including: on third party websites and utilize Olympic/ www.olympicsweeps.com/partner the partner’s category, partner must specific promotions, sponsored athlete Paralympic IP in the advertisement so long visually separate Olympic/Paralympic information, USOC partnership specific as it is standard advertising via paid media IP from other content (i.e. proximity or information, etc. channels. creative separation). A category specific - A microsite or specific page dedicated Partners may place banner ads on third- designation may be required to ensure to a partner’s relationship with the USOC party websites so long as it is clear that it clarity of the product or service category. will require traditional review/approvals is an advertisement and is separated from Use of Olympic/Paralympic IP within the and may also be subject to further USOC non-USOC partners and products/services. corporate website header/footer template review, particularly on the layout and continues to next page will be approved on a case-by-case basis content associated with the page. 118 // USOC DIGITAL PROMOTION & ADVERTISING

Partners may ‘skin’ website pages of third TERRITORY TEAM USA CHANNELS Mobile Apps: parties, provided the ‘skin’ inventory is Given the unique nature of the internet, Websites: Mobile applications that utilize Olympic/ available as part of a traditional media buy. territory compliance for use of Olympic and The Team USA network of sites includes Paralympic IP must be made available Sponsors use of Olympic/Paralympic IP on Paralympic Marks is based on the audience teamusa.org,usparalympics.org and a on USOC partner hardware and software a third party site should be clearly separated to which the content is targeted (i.e., USOC number of participating NGBs, currently service providers. from third party branding/references. domestic sponsors may only use Olympic including: USA Archery, USA Badminton, A mobile app may not be exclusively and Paralympic IP on websites targeted to a USA Biathlon, USA Bobsled & Skeleton, Partners may not utilize Olympic/Paralympic available on a non-USOC partner product United States audience). USA Boxing, USA Canoe & Kayak, USA IP to ‘sponsor’ or ‘present’ website content (e.g. Apple iPhone). Curling, USA Field Hockey, USA Golf, (e.g. editorial, video series, shows, etc.) Under IOC rules, footage of the Olympic USA Judo, USA Karate, USA Triathlon, Promotion of applications that include unless approved by the USOC on a case- Games, whether current or past, may never USA Luge, USA Modern Pentathlon, any references to a third party must follow by-case basis. be made visible in countries outside of the USA Racquetball, USA Roller Sports, standard third party guidelines. United States without explicit IOC consent. USA Softball, USA SpeedSkating, USA Synchronized Swimming, USA Table Tennis, USA Taekwondo, USA Team Hand Ball, USA Volleyball, USA Weightlifting, USA Wrestling. In addition the Team USA network includes social media channels including: a Team USA Facebook page, TeamUSA handle on Twitter, Team USA Pinterest page, Google+, Instagram, Snapchat, Vine, and a Team USA YouTube page. While all partners will be recognized on the ‘sponsor section’ of the website, any additional advertising and promotional opportunities can be provided by USOC Partnership Marketing. Please note, due to the structure of the websites, the USOC is limited in the file type and format of content able to be shared on the site. Please check with your USOC Partnership Marketing team manager prior to creating content to ensure it is a usable format for our platform. USOC // 119 SOCIAL MEDIA

The guidelines below are intended to be GENERAL GUIDELINES Each Partner must always reflect its level of RETWEETS, FACEBOOK POST applicable for all general social media partnership and category of product and/or SHARING & AUTOMATIC FEEDS Standard marks & IP usage guidelines apply channels including, but not limited to service. for social media outlets where Olympic/ Retweets, the sharing of Facebook posts Facebook, Twitter, YouTube, Instagram, Paralympic IP is used for promotional and/ Should sponsor choose to create a specific and automatic feeds, may be viewed as Google+, Pinterest, Snapchat, and Vine. or advertising purposes of the partner’s Facebook page, Twitter handle, Pinterest commercial advertising/promotion when Where applicable, we will provide specific product/service. Board, YouTube channel, etc. to house its communicated via the Partner’s corporate references and examples for individual Team USA-themed content, the USOC must social media account. Therefore, Partners distribution channels. As with any use of Olympic/Paralympic IP review name of page, creative as well as all should use caution when retweeting within advertising and promotional purposes, Because of the time sensitive nature of posts made by the sponsor on the page. messages from athletes and other any use of Olympic/Paralympic IP within social media, Partners are encouraged to corporations as it could be seen as an social media outlets must be submitted for When sponsor is pushing out social media create schedules and content templates association with that athlete/corporation. approval. content from their master brand channel vs. for posts that can be pre-approved by Partners are responsible for securing any a dedicated Team USA channel, the avatar the USOC for use by the partner. This will When possible, partners are encouraged additional approvals related to third parties on the day which the content is posted must allow partners to ‘fill in the blanks’ and post to link back to USOC social media outlets mentioned in social media posts, automatic be within sponsor’s category and follow immediately without further review by the and use USOC designated hashtags, where feeds, etc. USOC’s third party guidelines. USOC and time lapse, ultimately taking relevant, for specific programs or activations. The exact retweeting and sharing of advantage of opportunistic moments as they Site moderators are necessary to monitor As in all promotional messaging, the partner Facebook posts do not need to be occur. Examples of templates that may be consumer content to ensure posts are within is responsible for ensuring all trivia and submitted for USOC approval. It is partner’s useful to create ahead of time include, but the spirit of the Olympic and Paralympic statistics are historically accurate. responsibility to ensure legality, accuracy, are not limited to: Movement, uphold the values and ideals, source is correct, etc. Due to the limited characters available for and are not disparaging, etc. - Athlete congratulatory messages many social media outlets, it is understood Should you add any additional messaging e.g. Congratulations [AthleteName] It is the responsibility of the partner to ensure that standard terminology and first to the original post, all standard terminology on your [Gold/Silver/Bronze] medal approvals and monitoring of automatic feeds. references may not always be possible (the and Rule 40 guidelines must be followed performance tonight! USOC will work with partners on creative There may be no mention of Special and USOC approval is required. In addition, - Promotion of content solutions to ensure the appropriate message Olympics (per IOC guidelines) on sponsor- as noted above, approvals from the NGB, e.g. Watch [Sponsor] athlete videos and is accurately being conveyed.) related pages as it is considered a conflict. athlete and/or third party mentioned in the learn more about how Team USA athletes message may also need to be secured. prep for the Olympic/Paralympic Games! If promoting or putting paid media behind - Trivia an existing post, must be resubmitted for approval. - Contests/Sweepstakes continues to next page 120 // USOC SOCIAL MEDIA

ATHLETE USAGE IN SOCIAL MEDIA As sponsors, if you are working with your LIVESTREAMING (E.G. PERISCOPE, Note: if livestream does not follow the above athletes to develop social media plans SNAPCHAT, FACEBOOK LIVE) guidelines or violates the brand values of the Use of an athlete’s name may be considered during the Games, please ensure athletes USOC, USOC has discretion to not allow a commercial use of an athlete’s name, Should sponsors wish to utilize livestreaming are abiding by the IOC Social Media future livestreams to take place by sponsor. for which the athlete’s consent must be social media outlets as part of their social Guidelines and Rule 40 (and the IPC’s obtained and compensation may be campaigns utilizing Team USA athletes or analogous rules with respect to those required. Note, this includes news related assets, standard USOC guidelines apply. participants in the Paralympic Games). posts and trivia by commercial entities. Understanding that livestreaming is not Violation of these guidelines may jeopardize something that can be submitted in advance Unless the Partner has a relationship with the athletes’ participation and results in the for review/approval, below you will find the a specific athlete, Partners are encouraged Games. process and guidelines for this specific to post generic news updates, articles and Sponsors may post original messages/ execution: editorial content that link back to TeamUSA tweets about athlete performances with for original content, as opposed to specific - Sponsor to submit an overview of the which they have official relationships. These athlete stories. livestream, which must include the posts must abide by IOC/IPC guidelines following elements: Athlete generated messages during the (such as Rule 40) and all other standard Games period (regardless of distribution USOC guidelines. In addition, the content - Subject / Content method, use of hashtags, twitter handles, may not be result specific (e.g., race times, - Athletes who are participating etc.) must comply with the IOC’s Social statistics, scores, points, etc.), rather it must - Apparel / props being shown Media, Blogging and Internet Guidelines, as be generic such as ‘Congrats to [Name of - Briefing documents provided to athletes well as Rule 40 (and the IPC’s analogous Athlete] for his Gold Medal performance - Livestream must be sponsor friendly (no rules with respect to those participants today!’ third party branding can be visible). in the Paralympic Games). By way of example, during the Games period, athlete - Livestream must not speak negatively messages may not reference the direct use about any other sponsor product. of any product or service that enhances - If livestream were to be repurposed for performance in practicing or competing in other use after the fact, USOC must review sport. and approve in entirety. Livestreaming is not permitted in venue at the Trials and/or Games. Sponsors cannot act as reporters, including by providing real time updates on events. USOC // 121 SOCIAL MEDIA

SNAPCHAT INFLUENCERS Olympic/Paralympic IP is permitted to be Business relationships with influencers must used in Snapchat filters subject to standard follow all advertising guidelines and should USOC guidelines. In addition, location, be submitted to USOC for review and are duration and audience must submitted as subject to standard USOC brand guidelines. part of concept. Prior to contracting with influencer, please At USOC controlled/managed events, discuss with your account manager. sponsors are not permitted to create their own filters, however there will be opportunities to co-create with USOC. Ads: - USOC to review and approve the video ad content - Sponsor to submit what story the ad is part of in context - “Ad” must be included on the video so it is clear that it is an ad and not associated with the snapchat content of the story 122 // USOC ATHLETES

Partners may, and are encouraged to, GENERAL CORPORATE IDENTIFICATION ATHLETE REFERENCES use Olympic and Paralympic athletes and The USOC does not own the rights to the When using an athlete for an appearance or References to athletes should remain factual Hopefuls to advertise and promote products athlete’s name or likeness; therefore, the an image of an athlete is used in advertising/ in nature. and services in conjunction with your USOC does not have the ability to license promotion, it is especially important to partnerships. It is the partner’s responsibility to ensure the specific use of athlete likeness to its partners. pay particular attention to any corporate athlete is being referenced appropriately in identification that may appear on the athlete, In all cases where an athlete appears, all communications. their image, or in the background (e.g. logos or their name or likeness is used for on apparel, shoes, racing bibs, equipment, The following terminology standards apply to commercial purposes, it is the partner’s signage, etc.). athletes specifically: responsibility to secure usage rights, approvals, provide compensation, etc. To protect each partner’s exclusive category, - Once an athlete is an Olympian/ there may not be any corporate branding Paralympian, they are always an The USOC maintains a database of U.S. visible in an image, on an athlete, etc. unless Olympian/Paralympian; never a ‘former’ or Olympians, Paralympians and hopefuls, it is that of an Official USOC Partner. ‘past’ Olympian/Paralympian. and we can assist you in identifying and developing a relationship with those athletes - Please note, if an NGB logo/trademark is - An athlete is not officially named to the who will best represent your objectives, while shown, NGB approval is also required. team until Team USA submits the official working within your budget requirements. list to the OCOG. Prior to that, if an athlete Care should be taken to select or shoot qualifies through Trials, Partners may say Paralympic athletes should only appear in images/footage that do not depict corporate that an athlete has qualified for Team USA Flag 3-Agitos or Team USA apparel and identification. materials including Paralympic athletes must - An athlete is a U.S. Olympic or Paralympic Post-production/editing may be necessary have either the Flag 3-Agitos or Team USA Hopeful until they are named to the Team in some situations to ensure corporate logo officially by the USOC (e.g. even if the branding is not visible. athlete is an Olympian, if they are being Models cannot be used to represent Team - NOTE: For use of Olympic Games promoted in conjunction with the 2018 USA athletes – must be actual Hopefuls imagery/footage, please refer to Athlete Games, they are considered a 2018 U.S. unless approved by the USOC. Again, Apparel Guidelines. Hopeful.) USOC is happy to help identify and secure athletes - When referencing the athlete’s sport, please use the official sport terminology, as listed in the Terminology section, not the name of the NGB that represents the sport (unless you have prior approval from the NGB.) continues to next page USOC // 123 ATHLETES

RETAIL PROMOTIONS ADDITIONAL REMINDERS In addition to following the standard third Athletes are often subject to several party guidelines, below are a few additional additional guidelines, beyond those listed reminders specific to athlete usage in retail above. promotions: It is important for Partners to familiarize - It is the partner’s responsibility to ensure themselves with other potential guidelines its endorsement agreement with the such as those placed by agents, NGBs, athlete explicitly covers rights for retail other corporate sponsors that may endorse promotions. the athlete, etc. - The athlete should always appear to be During Games-time period, there are promoting the partner, not the retailer. additional guidelines placed on athletes by the IOC (e.g. Rule 40 and Rule 50, IOC and - It is the responsibility of the partner to IPC Social Media Guidelines, etc.) and the ensure the athlete has approved all usage, USOC will communicate such guidelines to creative, etc. athletes, agents and partners at the time they are available. Athlete imagery guidelines may be found in the Imagery Section of the USOC Marketing Guidelines. 124 // USOC ATHLETE APPAREL GUIDELINES TOP AND DOMESTIC PARTNERS

Please note the following: TOP AND DOMESTIC PARTNER DOMESTIC PARTNER CAMPAIGN Option 2: APPAREL OPTIONS: GUIDELINES : Current USOC Partner uniform or generic It is the Partner’s responsibility to clear/ apparel that is Rule 50 compliant. secure all necessary rights for any Partners have two (2) apparel options when U.S. Specific Campaign Guidelines (apply to photographs/footage used, including using athletes in global Olympic or domestic all Domestic Partner campaigns as well as all Please note the following: athletes and persons featured. Team USA-themed activations: TOP Partner U.S. specific campaigns): - At no time may a USOC Partner brand be No Partner product performance Option 1: Option 1 : “scrubbed” or purposely covered enhancement statements are allowed Use official Olympic Games photography - “Use of Olympic photographs and - If USOC Partner apparel is used, during the Rule 40 period. Outside of this and footage. footage” guidelines apply equipment branding may remain, unless period, Partner’s product related statement Option 2: - If the USOC Partner does not have it results in a direct conflict with a USOC linking the athlete’s performance with the Produce new photographs or footage, or applicable OCOG rights, Partners may equipment Partner or is the focus of the use/ consumption of a product may be use existing images from other sport events use the image provided it is focused on shot. If generic apparel is used, equipment approved, provided that such statements (e.g. World Cups). a U.S. athlete(s) and the Partner’s USOC must also be generic are scientifically accurate in all aspects. relationship is made clear. If an athlete is wearing NGB apparel and - Past Games USOC Partner uniform The Partner is responsible for ensuring is not a competitor to the USOC apparel - USOC must approve any visible branding (provided it is still the same USOC apparel any third party agreements (e.g, athletes) Partner, NGB apparel can be used as long of a non-USOC Partner – it is always sponsor) are subject to all IOC/IPC/USOC/NGB as Partners gain approval from that specific preferable to select images where non- guidelines. NGB. USOC Partner branding is not visible. In the United States market, apparel includes For all apparel aside from the headwear and footwear. aforementioned NGB apparel: Any non-Games use of apparel that bears - All apparel must be procured from a USOC NGB marks requires NGB approval. licensee Use of eyewear is exclusive to Oakley—thus, - Any apparel with any USOC IP must use Partners may not depict athletes wearing the exact USOC logos and fonts, including any other eyewear brands. but not limited to - U.S. Olympic Team - U.S. Paralympic Team - U.S. Pan American Team - U.S. Parapan Am Team - U.S. Youth Olympic Team - Team USA - USA USOC // 125 ATHLETE APPAREL GUIDELINES TOP PARTNERS ONLY

TOP PARTNER GLOBAL CAMPAIGN Option 2: - During Games-time, TOP Partner GUIDELINES: Current NOC uniform or generic NOC branded clothing is not allowed in sponsor branded apparel that is Rule 50 promotions however we allow certain Option 1: compliant. exceptions: “Use of Olympic photographs and footage” Athlete may wear Rule 50 compliant guidelines apply (page 96 of IOC guidelines) - Please note: If several athletes are TOP branded apparel during physical featured together, Partners must choose - If the NOC apparel sponsor has changed appearance at Partner’s events. E.g. the same option for all athletes (for in between Games editions, Partners press conference, motivational speeches, example, if one athlete is wearing generic may use the image as such providing it hospitality programmes. The images from unbranded apparel then all athletes is clearly recognizable that it is an image these events can be used in PR materials featured in the marketing campaign must from a previous Olympic Games edition. on all platforms but cannot be utilized for be in generic unbranded apparel). Recognition can be achieved by assuring advertising campaigns. the presence of at least one recognizable - Past Games NOC uniform provided it is - Use of athletes’ images on site (e.g. Olympic Property (e.g. Olympic rings still the same NOC apparel sponsor showcasing, superstore etc.): or Games emblem, look of the Games, - Generic and unbranded apparel. When If Partners are using athletes’ images word mark, etc.) on the athlete or the choosing this option, any item of on-site, they should make best efforts background. When this is not possible, the equipment must also be unbranded so to ensure that the host territory athletes activation must include a moniker such as that non-Olympic sponsors do not get an are wearing OCOG sponsor branded “Athlete first & last name, Games edition + undue association. apparel. E.g. Korean athletes should be year” e.g.: Michael Phelps, Rio 2016. This featured in TNF apparel for PyeongChang moniker can also be added to the image - Outside of Games-time only, TOP Partner 2018 activations as TNF is the official copyright notice. branded clothing is permitted as long as competitive apparel sponsor of the Korean the athlete does not appear in an Olympic - In respect for all NOCs and their NOC. Games sporting context. “Olympic various apparel sponsors, it would be Games sporting context” means that the appreciated, in instances where the NOC environment shown cannot be the one of apparel sponsor has changed or the the Games itself. (E.g.: Usain Bolt cannot athlete’s image will appear outside of his/ wear TOP branded clothing if he is running her territory, and in respect for all other in a recreated Tokyo 2020 Stadium but NOCs and the various apparel sponsors he could if he is running in the streets of they have, that the photograph/footage Tokyo or in a generic stadium). Rule 50 selected doesn’t prominently show compliant TOP composite logo size is apparel branding (as determined by the always preferred. USOC with respect to the United States market). APPROVALS USOC // 127 APPROVALS

The approvals process for marks protected OLYMARCS OVERVIEW involved in providing approval (e.g. IOC, by the USOC is managed through Olymarcs. OCOG, IPC). The USOC has an internet-based approval Please refer to your USOC agreement for Step-by-step instructions for submitting process on a proprietary system called the contracted review timeline and plan It is imperative that the technical graphic creative for review and approval can be OLYMARCS, which is an acronym for accordingly. standards for each mark are followed. found in the Content Library in Olymarcs. “Olympic Marks Approval Requests and Adherence to the standards pertaining to Your Partnership Marketing Team will assist The USOC, under its mandate from Concept Submissions” and is to be used color, proportions, safety zone and other you if you have specific questions or need to Congress, is obligated to control both the for all USOC Olympic and Paralympic Mark requirements are critical to maintaining add users to the system. use of Olympic and Paralympic Marks and approvals. consistency of Olympic and Paralympic the quality of any items exhibiting Olympic TOP Sponsor Note: all creative/materials Marks and to protecting their proprietary OLYMARCS is accessible via an assigned or Paralympic Marks in order to retain including IOC IP must be submitted through status. user name and password to ensure the possession of their proprietary trademarked the IOC’s Extranet sharing system. U.S. security and confidentiality of the online status. In reviewing advertising and promotions specific submissions only utilizing USOC IP system. All requests for user access to submitted by the partner, the USOC will not can be submitted to Olymarcs for approval. Any and all uses of Olympic and Paralympic OLYMARCS should be directed to the approve any proposed use of the Olympic Marks, Terminology and Imagery must Partnership Marketing Team. and Paralympic Marks targeted to locations receive written approval from the USOC outside of the United States. The appropriate form must be completed with respect to the United States territory and submitted online. Images and files must PRIOR to the commencement of production, There may be times when the USOC will be attached to illustrate placement and publication, distribution, display, sale or use request a physical sample of creative for usage of marks. of the IP. Note, this includes both internal review prior to approval. and external uses. The USOC review process may incorporate All creative and requests for review and review from Legal, PR, Brand and other We encourage you to involve your USOC approval MUST be submitted through USOC departments. Partnership Marketing Team as early on in Olymarcs. Email requests and phone the creative process as possible so that approvals will not be granted. All premiums must be submitted by the concepts may be approved and production licensee on behalf of the partner and will It is the responsibility of the sponsor to edits may be minimized. be submitted individually due to the nature remove or resubmit creative and promotional of the associated royalties. All partner Types of marketing and / or promotional materials from the marketplace after the submissions and USOC responses will be materials include, but are not limited to print, approved time period has expired. available for review in OLYMARCS. TV, radio, websites, social media, trade There may be other parties from whom show exhibits, sweepstakes, promotions, A history of all requests and the associated you may be required to secure approval packaging, licensed merchandise, cause- USOC responses are also available on the including but not limited to athletes, agents, related efforts, internal communications and home page of OLYMARCS. NGBs, broadcasters, corporate legal, press releases. OCOGs, and the IOC. It is the partner’s Depending on the Olympic or Paralympic obligation to facilitate and secure all review Marks used, other organizations may be and approval. 128 // USOC EVALUATION CRITERIA

The following are some of the criteria used in Third Party IP Usage Athlete approval evaluating submissions: - Is any third party Olympic or Paralympic - Does the messaging of the advertising - Have athlete rights been properly obtained association being improperly granted correlate to the Olympic and Paralympic for use of any athlete’s name, likeness, or Graphic Standards or “passed through” in a manner that Mark being used (e.g., Flag 5-Ring Mark, image? - Does the use of the Olympic or Paralympic may dilute exclusivity and create market rather than a Games Mark, should be Mark comply with the graphic standards - It is ultimately the responsibility of the confusion? used when messaging pertains to the U.S. (e.g. color, dimension, space, safety zone, partner to secure all athlete approvals. Olympic Team)? legal notices, etc.)? - Are retailers being properly identified in - The partner should work directly with the advertising with appropriate “qualifiers” so - Is there any improper implied endorsement - Is the designation, which notifies the athlete/agent to secure approval. they are not given implied pass-through of a product or service being connected to audience of the nature of the association rights through proximity to Olympic the USOC? - Are athletes identified correctly, using to the Marks and Terminology, present and or Paralympic Marks, Terminology or correct terminology (Olympian, Hopeful, accurate? - Are USOC owned trademarks being Imagery? etc.)? properly identified? - Are images compatible with the Olympic - Do any products displayed, even as - It is the responsibility of the athlete/agent and Paralympic Movement ideals? NGB approval background elements, conflict with to approve all promotions for the partner - Have all necessary clearances for NGB Category and Rights Compliance Olympic or Paralympic Sponsors, on the athlete’s behalf. athletes, marks, terminology and uniforms - Is partner exclusivity protected? Suppliers, or Licensees or are they been obtained? - It is the responsibility of the athlete/ appropriately unbranded if they do - Does Sponsor, Supplier or Licensee agent to understand the NGB guidelines/ conflict? have the rights to use this Olympic or agreements and approve all promotions Paralympic Mark? Terminology for the partner on the athlete’s. - Are Olympic or Paralympic references and - Does the Mark being used fit within the other protected phrases used correctly product/ service category owned by the and in an appropriate context? partner? Does the territory of distribution comply with the marketing rights granted - Is the word “Olympic” or “Paralympic” (e.g., U.S. only)? being improperly used as an adjective to identify a product or service (e.g., Olympic deal or Olympic hat)? - Are Games references correct? USOC // 129 REQUEST PROCESS

Any and all uses of Olympic and Paralympic Marks, terminology and imagery must receive prior written approval by the USOC. The following matrix outlines the relevant approval parties. Please check your USOC Marks Rights Agreement or Policy for your Marks rights.

Olympic Marks Used Territory of Distribution Approval Parties Submit To

USOC (Including all other Olympic and Paralympic Marks in this guide) U.S. Only USOC OLYMARCS

IOC PYEONGCHANG TOKYO Multi- Territory USOC Approval with IOC ShaRING Including U.S. IOC/PYEONGCHANG/TOKYO consent ONE MESSAGE DRIVES US

Our brand is our athletes. Their triumphs and their challenges are America’s triumphs and challenges. Their hopes and dreams are our hopes and dreams.