With the first races of the
32nd America’s Cup looming just over the horizon
in September, a bold, new brand identity for the America’s
Cup has been unveiled today on the official website
of the Cup.
‘The Blazing Cup’ is an incarnation of the
passion, the prestige, and the fascination with the
duel that is at the heart of the America’s Cup.
Flames, sparked from two duelling yachts at the base
of the Cup spiral up along its edge, symbolising the
intensity and passion of the drama that is the America’s
Cup. |
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‘The Blazing Cup’, the brand architecture
and the visual identity of the 32nd America’s
Cup was created by Dragon Rouge, a European design
and creative agency that was established in Paris
by Pierre Cazaux and Patrick Veyssière 20
years ago.
"AC Management is very proud of the brand identity
developed in collaboration with the team from Dragon
Rouge. The identity developed completely captures
the passion and spirit of the whole America’s
Cup story, both from the past, and towards the future,"
said Margrethe van der Stroom Holdener, Director
of Marketing and Business for AC Management. "I
really think that this is the ultimate expression
for the 32nd America’s Cup."
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