The London 2012 Olympics inspired many small businesses in the UK to incorporate the word "Olympic" into their names in hopes of increased sales and attention. Four years later, some shops have kept their Olympic branding while others have changed names to avoid legal issues over trademark rights. A survey of one area found businesses had tweaked their names to sidestep restrictions on using Olympic terms without permission. While many shops capitalized on Olympic fever initially, the long-term legacy has seen some retain that branding while others have since reverted to new names reflecting normal retail changes over time.

1. Inspiring a Nation (of shopkeepers) The real legacy of London 2012 martyn routledge

2. To celebrate the opening ceremony at the
Rio Olympics it’s worth reflecting on the much
lauded legacy of London 2012.
Four years ago the games did indeed seem
to briefly inspire the nation. They inspired us
to get off the sofa and move a bit more, and
(certainly in London) also to be a bit friendlier
to our fellow man. But they also inspired the
nation’s shopkeepers.
On the streets of the capital and across the
UK hundreds of ‘Olympic’ organisations – from
Olympic Fried Chicken to Olympic Sewing
Machines – were spotted and photographed.
Four years on, what remains?
A not-very-scientific survey (a quick bike ride
around the east end last week) showed an
interesting mix. Some were proudly still flying
the Olympic flag and even sported a shiny new
makeover, whilst others had been replaced,
reflecting the constantly changing retail
environment (Olympic Motors have been
replaced by Pink Elephant Car Wash).
Most tellingly though, on the subject of #Rule40
and who has the right to use ‘Olympic-themed’
words, some businesses had tweaked their name
to ensure they didn’t tread on anyone’s running
spikes. In doing so, a new, alternative Olympic
street language has begun to take shape that
may just avoid them having any medals stripped
away for non-compliance.
And finally, with a certain doping scandal in
mind, it’s worth mentioning that I never did spot
an Olympic Pharmacy around the streets of
Hackney in 2012. Perhaps a few have sprung up
recently around the streets of Rio in readiness for
a busy couple of weeks.
Martyn Routledge Independent Creative Director I martynroutledge@gmail.com I +44 (0)7966351983
Inspiring a nation (of shopkeepers)
The real legacy of London 2012

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