Surf Life Saving is trusted, respected, iconic and loved by Australians. This is why we need to guard and protect our brand on an on-going basis, ensuring correct and consistent brand application across everything we do.

Brand protection  

Our brand, built over 100 years on and off the beach, is represented formally by various logos, and properties such as the red and yellow patrol flags, patrol caps,  patrol uniforms, and terms such as “Surf Rescue”, “Surf Patrol” and “Nipper”.

Surf Life Saving uses these images and marks in a number of places and in many important ways; such as on our uniforms and equipment to designate official surf lifesavers and property, on licensed product such as our apparel range to let consumers know that they have purchased official merchandise, and we allow our partners and major sponsors to use these properties to show their association with Surf Life Saving.

Unauthorised use of our registered trademarks or misrepresentation of an association with Surf Life Saving could create safety concerns, damage our reputation and harm our partner’s rights, all of which could result in injury and loss of valuable financial support.

As such we have taken measures to legally protect these images and marks. This allows us to take action in the prevention of the following types of activity:

- Use of our uniform by anyone that is not a trained lifesaver

- Distribution of old and new uniforms by unauthorised vendors

- Distribution of apparel items that in any way resemble our uniform, or that are intended for use in conjunction with our uniform

- Unauthorised use of any of Surf Life Saving’s registered trademarks in any commercial manner, or to suggest an endorsement by or association with Surf Life Saving.

If you wish to utilise any Surf Life Saving intellectual property or have any queries relating to this please contact our Surf Life Saving Brand Guardian on 02 9215 8000.