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FutureBrand create name and identity for British America’s Cup team
Leading London 2012 official Sir Keith Mills announced plans to create a new British America’s Cup team at the London Boat Show on Friday 5 January 2007. The America’s Cup is a head-to-head match-racing event featuring a challenger series to determine the team that will contest the trophy proper with the holders.
FutureBrand was appointed by Mills in November to create the name and identity for the team. The challenge was to create a breakthrough name and design that is distinctive, fresh and communicates the spirit of this new team endeavour. The name Origin stands alone and refers to the creation of the America’s Cup itself, which first took place around the Isle of Wight in 1851. The circle symbol suggests the diversity of the individuals, strengths and talents that are being united, and refers to the original, creative and innovative way that the challenge will be structured. Mills aims to build a team capable of finally winning the trophy and in doing so winning the right to host the America’s Cup back on British shores for the first time in over 150 years.
Background:
Mills will head up the Origin team, which will compete in at least two America’s Cups, probably in 2009 and 2011, and will recruit the team’s crew over the next six months. The 2007 Louis Vuitton Challenger Series will take place in Valencia from 16 April to 12 June before the America’s Cup runs from 23 June to 7 July. The date and venue of the next event will be set by the new champions but will likely be 2009.
