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Team South West

Team South West, the South West England Directorate charged with securing a legacy from the London 2012 Olympic Games and Paralympic Games needed an identity. This needed to work across the seven counties of South West England and brand the work of a multitude of partnerships who were working together to secure a long-term legacy from the London 2012 Games.

The Challenge

The Olympic and Paralympic Act in 2006 was designed to protect the London 2012 brand and stop any form of ambush marketing or passing off. A creative solution was needed to help unify the many partners and supporters in the South West so that work would continue to create a lasting legacy. It was vital that this would not result in any legal challenge or adverse publicity with LOCOG - the London Organising Committee for the 2012 Games. The brand needed to work across many sectors - business, sport, culture, tourism, food and drink etc. It also needed to be adapted as a brand by different counties, cities and communities so they could identify their legacy from the London 2012 Olympic Games and Paralympic Games.

The Solution

Following a visioning event and consultation the Team South West brand was developed. It could be adapted to reflect specific team approaches- for example in Dorset, Plymouth or West of England. This is the only branding South West partnerships are permitted to use and was critical in those early days post bid when developing the legacy strategy.

The strapline developed was "Working as a Team succeeding as a Region"

"I could not recommend Chocolate Dog more highly. They have been instrumental in the development of our core brand and delivering a coherent communications strategy and events plan that has significantly contributed to our London 2012 Olympic Games and Paralympic Games legacy plans and aspirations across the South West".
Guy Lavender, South West England Director for the 2012 Games