Cup Experience

Many America's Cup fans say this is their best source of information.

  • About
  • America’s Cup Guide
    • AC Guide & Calendar
    • America’s Cup World Series – Race Results & Standings
    • Teams – America’s Cup 2017
    • Rules – America’s Cup 2017
    • old AC Guide & Calendar
  • News
  • Videos
  • Search

10 July 2017 By Jack Griffin

America’s Cup Brand Identity

When ACEA persuaded Louis Vuitton to return as a sponsor they attached the luxury brand's name to all phases of the competition:

  • Louis Vuitton America's Cup World Series
  • Louis Vuitton America's Cup Qualifiers
  • Louis Vuitton America's Cup Challenger Playoffs
  • America's Cup Match Presented by Louis Vuitton

Louis Vuitton designed their own logo for the event, which ACEA was not allowed to use on clothing or merchandise, or in association with any other sponsor. 

Louis Vuitton America's Cup logo
ACEA America's Cup logo
America's Cup logo conflict - clothing / backdrop

America's Cup logo conflict - clothing / backdrop

Brand Integrity

Most marketing experts insist on protecting how a logo can be used. Brand identity guidelines specify "clearspace" around a logo to protect its integrity and impact. Hybrid logos with other companies are strictly forbidden, in order to strengthen the value of a brand's identity.

ACEA America's Cup logo integrity & impact

Clearspace spec for the America's Cup logo

It appears the "logo police" at ACEA had a pretty loose idea of brand integrity.

Why anyone thought Snapchat was a good way to build the audience is a separate topic.

America's Cup Jam logo - Oct'15

America's Cup Jam logo

Vineyard Vines America's Cup logo

Vineyard Vines America's Cup logo

Snapchat America's Cup logo

Snapchat America's Cup logo

Presenting Sponsor or Title Sponsor

Who gets top billing - the event or the sponsor?

Louis Vuitton America's Cup Qualifier Logo

Louis Vuitton America's Cup Qualifier Logo

Louis Vuitton America's Cup Match logo

Louis Vuitton America's Cup Match logo

Vuitton's LV symbol was used on the wingsails instead of the traditional America's Cup symbol. Compare the AC72 yachts in San Francisco in 2013 with the America's Cup Class yachts in 2017.

America's Cup 2013 San Francisco - Photo: Abner Kingman

America's Cup 2013 San Francisco - Photo: Abner Kingman

Louis Vuitton America's Cup Yachts

Louis Vuitton America's Cup Yachts - Image: ACTV

Search Cup Experience

Browse All America’s Cup Topics

Recent Articles from the Cup Experience Newsletter

  • Protocol Released for 2021 America’s Cup 30 September 2017
  • Oracle’s Disastrous Gybe in Race 2 – America’s Cup 2017 Bermuda 18 September 2017
  • Rolling Stones’ Advice on Protocol for 36th America’s Cup 19 July 2017
  • America’s Cup Brand Identity 10 July 2017
  • How Good Were Jack’s America’s Cup Predictions? 30 June 2017
  • About
  • America’s Cup Guide
  • News
  • Videos
  • Search

Copyright © 2021 Cup Experience