One word changes it all – guilty by association?

When the Government first passed the London 2012 Olympic bill, which was partly aimed at protecting official sponsors of the event, there was a whole debate as to whether the bill stopped any organisation that was not an official sponsor of the games from using certain words – such as ‘games’, ‘olympics’ and ‘2012’ – in a promotional context.

I was reminded of the two sides of the debate this morning as I cycled through Stratford. One particular shopfront caught my eye, and, on closer inspection, I saw the original sign on the other side of the shop. Can you spot the difference, and is it breaking the rules or simply being creative? I guess it depends on which side (of the shop) you are on.

Martyn Routledge, Creative director, The Open Agency, by e-mail



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