A couple of days ago The Tyee reported that VPL’s Marketing and Communications Manager Jean Kavanagh’s sent a memo in November 2009 to staff outlining rules about branding and logos of non-Olympic sponsors. The quote that stuck in my head was Kavanagh’s advice to stick a little piece of tape to cover a non-sponsor logo:
The same care (about non-sponsor logos and brands) must be taken for audio-visual equipment. The branch should try to get devices made by official sponsor Panasonic. Should staff only be able to find Sony equipment, the solution is simple. “I would get some tape and put it over the ‘Sony,'” Kavanagh said. “Just a little piece of tape.”
Her email to staff she explains that:
We cannot ever use the VANOC logo. The City as Host City can use the Games marks in conjunction with the City logo but we must obtain permission to do so every time we want to use them. All such requests must be sent to me and I forward the request to our City VANOC liaison. If you want to insert any VANOC branding/photos with posters/materials we also must obtain approval. I have a good sense of what gets approved so please talk to me before work is started on such materials.
There are also strict rules for using logos/branding of Games sponsors so again please contact me with any ideas before things get underway. The Library doesn’t really deal with the major sponsors, but if for example a branch was involved in a Host A City Happening event and a local Bank of Montreal wanted to sponsor it we would have to say no. The Royal Bank is the official banking sponsor. Some branches may have an opportunity to participate in torch relay activities and all these rules will apply then. Information about the torch relay will be available in the new year.
Kavanagh’s memo outlines several potential branding conflicts and proposes
For example, do not have Pepsi or Dairy Queen sponsor your event. Coke and McDonald’s are the Olympic sponsors. If you are planning a kids’ event and approaching sponsors, approach McDonald’s and not another well-known fast-food outlet.
If you have a speaker/guest who happens to work for Telus, ensure he/she is not wearing their Telus jacket as Bell is the official sponsor.
If you have rented sound equipment and it is not Panasonic or you can’t get Panasonic, cover the brand name with tape or a cloth.
If you are approaching businesses in your area for support and there is a Rona and Home Depot, go to Rona. If there’s only a Home Depot don’t approach them as Rona is the official sponsor. Try other small businesses
VPL has a Sponsorship Policy that outlines the principles of the library:
Vancouver Public Library is a cornerstone of the community. Sponsorships must not undermine the integrity of the non-commercial public space that the Library provides. In developing sponsorship arrangements the Library will:
- not compromise the public service objectives and practices of the Library or of the sponsored event, service, programmes or activity;
- protect its principle of intellectual freedom and equity of access to its programmes, services, and collections;…