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New 'Inspired by 2012' brand to keep the legacy flame alive

Sport and community projects inspired by London 2012 will now be able to celebrate and share that inspiration with a new brand unveiled today by Culture Secretary Maria Miller.

 The ‘inspired by 2012’ brand is a new Government initiative to bring together the legacy projects inspired by the 2012 Olympic and Paralympic Games and the Diamond Jubilee under a single banner. It will celebrate the success of the projects and help them promote themselves to the public. 

The logo will be used widely by a range of organisations connected to the events of 2012 - from projects encouraging more people to take up sport, to groups promoting volunteering.  It will help to continue to harness and promote the huge amount of goodwill and enthusiasm generated last summer.

Culture Secretary, Maria Miller said:

“Last year was a summer like no other, showcasing the best of Britain and bringing together people and communities right across the country.  We are determined to make that feeling of inspiration and enthusiasm last.  One of the strengths of the 2012 legacy is that it means many different things to different people. The new ‘inspired by 2012’ brand will help all the great projects connect with each other and with the public, making the most of the 2012 magic.”

Sebastian Coe CH, KBE, the Prime Minister’s Olympic and Paralympic Legacy Ambassador said:

“We enjoyed one of the greatest summers in living memory last summer with the Olympic and Paralympic Games and the Diamond Jubilee and the world saw the very best of what Britain has to offer.  Over the next ten years the Games’ legacy will be delivered across the UK through a great variety of organisations and projects.  The ‘inspired by 2012’ brand is a great way to give some of these projects a link to each other and the Games’ legacy and will help people recognise the breadth of the legacy.”

The brand was unveiled by the Culture Secretary during a visit today to the Festival Wakeboard Park in Basildon, Essex where Sport England announced £24 million to expand and extend its successful Sportivate programme. Mrs Miller also announced that Sportivate will be one of the first legacy projects to use the brand, along with Join In, Big Lottery Fund and Our Big Gig.

Sportivate is a key part of Sport England’s legacy from the London 2012 Games.  So far, almost 190,000 teenagers and young adults have benefitted from free or discounted six-to-eight week sports coaching courses through the Sportivate scheme.

The ‘inspired by 2012’ brand is an initiative led by DCMS and Cabinet Office to bring together legacy projects inspired by the 2012 Olympic and Paralympic Games and the Diamond Jubilee under a single brand.  This brand will enable them to promote themselves, and be recognised by the public, as legacy projects.

To see more legacy stories and pictures go to:

For further information and requests to use the brand go to:

For more information on how the Government is creating a lasting legacy from the 2012 Olympic and Paralympic Games go to: