JOHANNESBURG , South Africa ( CNN ) -- His is one of the most famous faces in the world -- a symbol of dignity and reconciliation for many . Those protecting Mandela 's image want him remembered as more than just a face on a T-shirt . But those now trying to protect his image say Nelson Mandela is also in danger of becoming an exploited brand , emblazoned on clothing , smiling from unauthorized paintings and commemorated in a proliferation of tacky memorabilia . `` What we do n't want is for him to become another Che Guevara , another face on a T-shirt , '' says Achmed Dangor , head of the Nelson Mandela Foundation , which organizes charitable projects on behalf of the former South African president . Dangor and the Mandela Foundation have been aggressive in clamping down on what they say is an illegal use of Mandela 's image . Artist Yuill Damasso , one of 200 people worldwide who have been warned against exploiting the Nobel laureate 's iconic status , says the Foundation is being heavy handed . `` The people around him , trying to protect him , are being overprotective . He is widely regarded as the father of freedom now , yet we are not allowed to depict his image , '' he says . Problems protecting Mandela 's image stand in contrast to the 27 years he spent in prison when photographs of him were outlawed , althought this did n't stop him becoming a poster star of overseas anti-apartheid campaigns . But playing policeman is not just about protecting his image from overexposure , says Verne Harris , archivist with the Nelson Mandela Foundation . `` Legacy is not something you receive in pristine form and your role is to hold it over time . We believe legacy is made , constantly remade , '' he says . The Foundation says it is aware that Mandela will exist as a brand long after he is gone . But it says it wants to make sure he 's instantly remembered as a man who helped changed history -- a man whose qualities of reconciliation , forgiveness and hope can be emulated by all . `` For us , our role is about fostering that process . South Africa has a stake in that legacy . Arguably , the world has a stake in that legacy , '' says Harris `` It 's not about ownership -- custody -- but creating spaces for this to continue growing . ''
200 people worldwide warned against misuse of Mandela 's image . Nelson Mandela Foundation strives to protect the Mandels `` brand '' Artists say Foundation is being heavy handed .