The 35th America's Cup.

The America’s Cup is the oldest trophy in sporting history. Louis Vuitton have a 32-year history of sponsoring the race, and for the new 35th America’s Cup it required an elegant branding programme befitting to such an esteemed partnership.

The logo and visual language were born from the iconic Louis Vuitton Gaston marque. The Gaston was deconstructed, and the existing triangular forms were used to represent the competing sail boats, the Challenger and Defender. The marque comes to life in animation, where the final two boats go head to head for the famous Cup. The marque is used in a celebratory product collection, and is unpacked across the different race villages to provide an artful pattern across the event. The graphic language also extends out across the TV graphics.