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Branding News: The London Organising Committee for the Olympic Games has handed out a record fine of £2.5 million to pizza chain Domino’s, after a brand inspector saw five pizzas that resembled the Olympic rings logo.

It is thought that a brand enforcer for the Olympic Deliverance Committee was on the top deck of a bus going down New Bedford Road in Luton, Bedfordshire, when he spotted the illegally arranged pizzas.

An official LOCOG statement reads: “Under the Olympic Symbol Protection Act 1995 we have fined Dominoes for attempting to suggest a link between their business and the games by leaving out a number of pizzas on a counter that had a striking similarity to the Olympic rings logo.”

The fast food company denies the charges, and claim the pizzas were merely ‘waiting to be put in boxes’ a few moments before delivery.

Another fine was also handed out to a nearby cafe, after one brand enforcer saw them serving five onion rings that could have formed the Olympic logo, if you pushed them around the plate a bit and closed one eye.

Story+Image: Simon Swatman

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