Freelancers and small businesses looking to take advantage of the Olympic Games this summer should watch out for a new book entitled ‘Olympics: a snapshot history of the Olympic Games’, which illustrates the effect the Olympics is already having on small businesses in London’s East End.
Martyn Routledge, Creative Director of design company Open Agency, came up with the idea whilst on his daily bike ride through London’s East End. On his way to and from work he started to notice small shops and businesses rebranding with the name Olympics.
One of the first examples spotted by Routledge was Stratford Olympic Furniture, which he stopped to photograph. After that he started to see more and more businesses jumping on the Olympic band wagon, which he continued to photograph. A year later and he had 150 images, around 70 of which have made it into his book.
The small businesses and shops featured in the book include kebab shops, convenience stores, taxi companies, hairdressers and cafes.
Some of the businesses photographed by Routledge no longer carry the name after visits from LOCOG copyright enforcers. One such business is a diner that went from being Cafe Olympic to Cafe Lympic after the owner was threatened with legal action. Instead of paying the £3,000 bill to change the sign he painted over the O to make the necessary changes at minimal expense. The IOC are famously protective of their trademarks, and businesses looking to ride the coattails of the Olympics have to be very careful of the wording and imagery they use.
Whether attempting to cash in on the Olympics coming to London or simply celebrating a landmark event, it is evident that small businesses in the East End are keen not to be left behind.
To see examples from the book or to purchase your own copy, visit openthebook.com - £1 from every purchase is going to charity.
