The visual identity is an extremely important tool in differentiating from other sporting and cultural events and provides positive associations for all those who come in contact with the brand.

The intellectual property associated with an event's visual identity consists of two parts – 'indicia' (words and references) and 'images' (logos designs and other artwork).

The 'indicia' include the official words and references associated with the name of the event such as 'Melbourne 2010' 'UCI World Championships' and 'UCI'.

The 'images' include the event's family of logos and the branding images such as the 'moving peloton' hero image of Cadel Evans and Ambassador image.

The event IP is protected under trademark law design law copyright law and consumer protection law.

In order to protect the value and integrity of an event's visual identity and its intellectual property any person or organisation wishing to reproduce indicia or images must obtain prior approval by contacting the Organising Committee or Marketing Manager to request permission.

If an event's indicia or images are used without authorisation any messages or advertisements may have to be retracted the goods or materials may be confiscated and offenders may be prosecuted and fined.