FutureBrand brands race team


The branding and identity for Britain’s forthcoming America’s Cup team has been designed by FutureBrand.


Called Origin, the team will compete in at least two America’s Cup races in 2009 and 2011. London 2012 deputy chairman Sir Keith Mills will head up the team and will start recruiting crew members in the next six months.


FutureBrand was appointed to the branding brief in November. Shane Greeves, executive creative director at FutureBrand, has been leading the project.


The name Origin refers to the creation of the America’s Cup. In 1851, the race first took place around the Isle of Wight and the ambition of this soon-to-be-formed team is to win back the trophy so that Britain can host the America’s Cup race for the first time in over 150 years.


The identity will be applied across the crew’s uniform, boats, sailing headquarters and marketing material. The identity was unveiled at the London Boat Show on Friday (5 January).

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