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Brand Protection

Significance and Necessity of Brand Protection

PyeongChang 2018 Olympic and Paralympic Winter Games Brand (the “Games Brand”) is the visual or literal marks that show the identity of the Games, expressed mainly through the Games’ emblem, mascot, slogan, and other similar items. Brand Protection means to any activities protecting such emblem, mascot, slogan so the brand could be used properly without destroying its value.

Brand Protection is very important in preserving Olympic and Paralympic legacy and in maintaining its spirit and value. By restricting improper use of the brand, Olympic or Paralympic can keep its purity. In addition, Brand Protection is important for the success of the Games. POCOG receives a significant amount of funding for operation of the Games with its marketing programme - attracting official sponsors, licensees, and ticket sales, etc. In other words, POCOG provides official sponsors with the exclusive right to use the Games Brand and in turn receives financial support needed for the Games. Thus, POCOG must successfully manage the Games Brand and raise its value for the successful operation of the Games. Without the smooth running of the marketing programme by POCOG, the operations of the Games will be less than satisfactory.

According to article 25 of the Special Act on Support for Pyeongchang 2018 Olympic and Paralympic Winter Games and article 10 of the Enforcement Decree of the Special Act on the 2018 PyeongChang Winter Olympic Games and Support for Winter Paralympic Games, the following must be approved by POCOG. The word mark is also registered as a domestic and international trademark. So, you can use the word mark with the prior approval of the POCOG.

List of the Games Brand

International Olympic Committee(IOC)

  • Emblem
    International Olympic Committee(IOC) emblem
  • Word Marks
    올림픽(Olympic), 올림피안(Olympian), 올림피아드(Games of the Olympiad), 보다 빨리, 보다 높이, 보다 힘차게 (Citius, Altius, Fortius)

International Paralympic Committee(IPC)

  • Emblem
    International Paralympic Committee(IPC) emblem
  • Word Marks
    패럴림픽(Paralympic), 패럴림피안(Paralympian), 패럴림피아드(Paralympiad), 역동하는 혼(Spirit in Motion)

The PyeongChang Organizing Committee for the 2018 Olympic and Paralympic Winter Games(POCOG)

  • Emblem
    The PyeongChang Organizing Committee for the 2018 Olympic and Paralympic Winter Games(POCOG) emblem
  • Word Marks
    평창2018, PyeongChang2018, 2018평창, 2018PyeongChang, 2018평창동계올림픽·패럴림픽대회, 하나된 열정(Passion. Connected.)
  • Mascot
    soohorang image, bandabi image
    Sub Brand
    education, culture, live site, jsustainablity, volunteer, torch relay-Olympic, torch relay-Paralympic
  • Pictogram
    Alpine Skiing(speed) Alpine Skiing(technical) Biathlon Bobsleigh Cross-Coountry Skiing Curling Figure Skating Freestyle Skiing(Aerials) Freestyle Skiing(Ski Halfpipe) Freestyle Skiing(Moguls) Freestyle Skiing(Ski Slopestyle) Freestyle Skiing(Ski Cross) Ice Hockey Luge Nordic Combined Short Track Speed Skating Skeleton Ski Jumping Snowboard(Big Air) Snowboard(Snowboard Cross) Snowboard(Halfpipe) Snowboard(Parallel Giant Slalom) Snowboard(Slopestyle) Speed Skating Para Alpine Skiing Para Biathlon Para Ice Hockey Para Snowboard Para Cross-Country Skiing Wheelchair Curling

Korean Olympic Committee(KOC)

  • Emblem
    Korean Olympic Committee(KOC) Emblem
  • Word Marks
    세계를 향해 최고가 되는 대한민국 (To the World Be the Best) 국가대표(Team Korea)

Korean Paralympic Committee(KPC)

  • Emblem
    Korean Paralympic Committee(KPC) Emblem

Other Games-related Intellectual Properties

  • POCOG-designated emblem, mascots, medals, diplomas, slogan, theme song, pictogram, Games flag, Olympic coin and stamps, official publications, poster and uniform designs, Look of the Games. Any marks, design, slogan, music including any symbol above and any items similar to any symbol above

Legal Protection of the Games Brand

Only POCOG, official sponsors, broadcasting right holders, licensees, and other non-commercial entities, with approval, may use the Games Brand. POCOG protects the Games Brand through the Special Act on Support for PyeongChang 2018 Olympic and Paralympic Winter Games, Trademark Act, Unfair Competition and Prevention Act, and other related laws and regulations.

SPECIAL ACT ON SUPPORT FOR THE PYEONGCHANG 2018 OLYMPIC AND PARALYMPIC WINTER GAMES

Use of POCOG designated insignia, mascots, or other Games related symbols, marks, designs, slogans, music, or similar, without POCOG’s prior approval may be punished by imprisonment not exceeding five years or by a fine of fifty million won or less.

The Games Brand can be used without POCOG approval if

  • Right holders are registered according to Trademark Act and Industrial Design Protection Act
  • IOC or IPC approval has been granted
  • Purposes are of editorial or educational nature
Using a title that is the same as or similar to “the PyeongChang Organizing Committee for the 2018 Olympic and Paralympic Winter Games” may be punished by a maximum fine of five million won.

「Trademark Act」 and 「Copyright Act」

Trademark infringement of the Games Brand shall be punished by imprisonment not exceeding seven years or a maximum fine of 100 million won
Copyright infringement of the Games Brand related image, video, music, and similar may be punished by imprisonment of up to five years and/or a maximum fine of fifty million won

「National Sports Promotion Act」

A person who intends to use the Olympic rings or any mark, design, or slogan which includes the Olympic rings or others similar thereto for commercial purposes shall obtain approval from Korean Olympic Committee(from POCOG until 2020.12.31), and any person who has obtained approval for use shall pay relevant fees

「Unfair Competition Prevention And Trade Secret Protection Act」

Causing confusion with right holders commercial facilities or engaging in an such act by using the same or similar Games Brand leading to damage of identification or reputation shall be punished by imprisonment for not more than three years or by a fine not exceeding 30 million won

Non-commercial Use of the Games Brand

Non-commercial use refers to purely non-profit entities related to the Games using the Games Brand for promotion of the Games for non-commercial purposes.

The following are three types of non-commercial uses:.

Editorial or educational purposes Purely editorial or educational purpose of use without any commercial purpose (i. e., using emblem when reporting the Games' current state in news or newspaper, or using the Games title during school class while introducing the Games, etc.) can be used without approval. However, any use intended to avoid the limitation of the Brand Protection related legislations is prohibited.
Factual Statement For instance, using “☆☆ Olympic gold medalist” on the name card as profile introduction or containing the event contents on the event poster as “O O Kim, Seoul Olympic gold medalist will be attending” can be used without POCOG’s approval. However, any use intended to avoid the limitation of the Brand Protection related legislations is prohibited.
With POCOG grants approval Any use of the Games Brand other than above mentioned editorial or educational purposes, factual statement shall apply POCOG for prior approval. Particularly, commercial use is only permitted to POCOG selected official sponsors through marketing programme. Any other non-commercial use can follow application and approval procedures for non-commercial use of the Games Brand, and if corresponds to following approval conditions, shall use after receiving written approval from POCOG.

Conditions for approval (example)

  • Applicant should be non-profit body related to the Games
  • The use should be non-commercial and with the purpose for the promotion of the Games
  • The Games Brand should not be exposed along with any other commercial logo
  • Applicant shall not directly or indirectly promote the third party
  • Applicant should comply with the Guideline of the Games Brand
  • Applicant should comply with the Olympic Charter and the Olympic spirit
  • Violating a condition of approval will be responsible for civil and penal