AM Brand Guidelines V3 F Web · 2020-05-07 · 3 The New York Yacht Club American Magic Brand...

BRAND GUIDELINES 2019 | v3

American Magic | Brand Guidelines

CONTENTS

2

03 How To Use This Guide

04 Our Goals

05 Logo Set 06 Primary Logos 08 Team Logo 09 Exclusion Zones 10 Minimum Width 11 Misuse

12 Color 13 Primary Colors 14 Secondary Colors

15 Typography 16 Typefaces 17 Typography layout

18 Partnership Identity 19 Partnership Tiers 20 Using Partner Logo Set 21 Partner Lockup Logo 22 Partner Lockup Challenger Logo 23 Partner Lockup Position 24 Partner Lockup Size & Exclusion 25 Partner Lockup Misuse 26 Master & Staged Logo 27 Master & Staged Challenger Logo 28 Master & Staged Position 29 Master & Staged Size & Exclusion 30 Master & Staged Misuse

31 Apparel branding 32 2019 Team Gear 33 2019 Supporter Gear 34 Helly Hansen 35 Airbus 36 Event Patch

37 Partner Logos 38 Airbus 39 TSI 40 Helly Hansen 41 Parker Hanifin

42 Trademarks & Other Marks Usage 43 Flag WordMarks 44 New York Yacht Club Burgee 45 America’s Cup Trademark 46 Terms 47 Terminology and Nomenclature: American Magic 48 Terminology and Nomenclature: America’s Cup

49 Contact

3

The New York Yacht Club American Magic Brand Guidelines (v3, December 2019) will cover eight elements: logo, color, typography, partnership identity, apparel and branding, partner logos, trademark and mark usage, and terms.

New York Yacht Club American Magic brand elements are comprised of the names, phrases, photographs, marks, logos and designs relating to the team’s participation as a Challenger in the 36th America's Cup. Use of the American Magic brand and trademarks associated with the team are subject to team approval.

All logos may be provided upon request. For questions, please see the contact details listed on the final page.

HOW TO USE THIS GUIDE

American Magic | Brand Guidelines 4

TEAM GOALS

• Win the 36th America’s Cup for the United States and the New York Yacht Club

• Reconnect the American sailing base with the premier event in the sport


LOGO SET


Primary LogoNew York Yacht Club American Magic has two primary logos, the WordMark and the ChallengerMark (described on the next page). The WordMark is intended for partner, public and promotional use.

1. WordMark The basic WordMark and Horizontal WordMark can be used on partner materials in an approved manner (described in the Partner Identity section).

• The WordMark is preferred, but the Horizontal WordMark is available in instances where size and proportions are restricted.

• When reversing the WordMark, white must be used as the logo color.

• The WordMark may only be used in black when printing in grayscale or when the use of color is not an option. Use of the brand’s blue color is always preferred.

• The American Magic WordMark uses two fonts. A modified version of Metropolis Extra Bold is used for ‘American Magic’ and Calluna Black is used for the ‘New York Yacht Club’ text.

• Use of team-provided logo files is preferred when implementing the WordMark instead of reconstructing the mark with the brand fonts.

WordMark Horizontal WordMark

WordMark Reversed WordMark Black


Primary Logo2. ChallengerMark The ChallengerMark and Horizontal ChallengerMark, like the WordMark, are intended for partner, public and promotional use. The marks’ use of the America’s Cup Properties Inc. (ACPI) America’s Cup silhouette has been approved by the Challenger of Record (COR). Additional information on the proper use of the America’s Cup silhouette in the ChallengerMark and the Crossed Flags WordMark (a secondary mark) can be found on page 43.

• Use of the standard ChallengerMark is preferred over the horizontal version. When not reversed, the ChallengerMark must always be in the AM brand blue with the America’s Cup silhouette in AM brand red. The colors are taken from the flag of the United States of America. See the AM brand color section for more details.

• The ChallengerMark uses three fonts. A modified version of Metropolis Extra Bold is used for ‘American Magic’ and Calluna Black is used for the ‘New York Yacht Club’ text. The ‘Challenger 36th America’s Cup’ is in Metropolis Bold, all caps.

ChallengerMark Horizontal ChallengerMark

ChallengerMark Reversed


Team Logo“New York Yacht Club American Magic” and “The New York Yacht Club” are separate entities, and have a license agreement covering the team’s use of the club’s brand assets. The Team WordMark (which includes the NYYC burgee) is reserved for team use only, and subject to Club approval in each instance. The majority of team communications make use of this logo. Gear worn by team members generally include this logo.

Team WordMark Logo

• Comprised of the NYYC Burgee and the WordMark

• When reversing the WordMark, white must be used.

• The American Magic WordMark uses two fonts. A modified version of Metropolis Extra Bold is used for ‘American Magic’ and Calluna Black is used for the ‘New York Yacht Club’ text.

Unadorned Burgee

Per the license agreement, the unadorned burgee is approved for New York Yacht Club American Magic team use only, and subject to Club approval in each instance. See Page 41 for more information on the New York Yacht Club and the club burgee.

• New York Yacht Club has 10 business days to review application requests.

8

Wordmark

Burgee

Team WordMark

Unadorned Burgee (rights reserved)

Team WordMark Reversed Team WordMark with Challenger Title


/

X

X

XX

X

9

Logo | Exclusion ZonesThe amount of required clear space is defined by the height of the primary letters (X).

The X measurement is important when incorporating an exclusion zone around the logo. It is required to have a clear space that is equivalent to X.

XX

XX

X

X

X

X

X

X

X

X

XX

X

X

XX

X

XX

XX

X

XX

XX

X

XX


Logo | Minimum WidthThe minimum WordMark logo width for print use is 1in. The minimum WordMark logo width for digital use is 250px.

The minimum ChallengerMark logo width for print use is 1.5in. The minimum WordMark logo width for digital use is 250px.

The minimum ChallengerMark logo width for print use is 1.5in. The minimum WordMark logo width for digital use is 250px.

The minimum sizing for the logo shall only be used for applications with limited space available. The logo shall never be implemented smaller than these sizes.

Print: 1”Digital: 250px

Print: 1.5”Digital: 250px

Print: 1”Digital: 250px




Logo | MisuseOur logos should never be redrawn, recreated, distorted or changed in any way.

1. Do not change the logo’s orientation.

2. Do not add any effects.

3. Do not change the logo’s color.

4. Do not attempt to recreate the logo.

5. Do not distort or scale the logo disproportionately.

6. Do not place the logo over anything that conflicts with the readability of the logo. When using images, place the logo in a high contrast scenario. Use a solid color background when high contrast is not available (see p20)

1 2 3

4 5 6


COLOR


Primary Colors

Our primary brand colors are blue and red, which are derived from the flag of the United States and the burgee of New York Yacht Club.

Gray is used in the cup silhouette used in the crossed flags logo.

Please use the color specifications provided here for the most accurate color reproductions.

Print - Pantone & CMYK Screen - RGB HTML - HEX

Logo Blue

RGB: R4 / G30 / B66 CMYK: C100 / M90 / Y13 / K68 HEX #041E42 Pantone 282

Red

RGB: R191 / G13 / B62 CMYK: C2 / M99 / Y62 / K11 HEX #BF0D3E Pantone 193

Grey

RGB: R199 / G201 / B199 CMYK: C6 / M4 / Y7 / K13 HEX #C7C9C7 Pantone 420


Secondary Colors

Our secondary brand colors are white, black and gold.

The gold is used in the New York Yacht Club burgee, which includes a thin gold border. The burgee colors are blue, red, white and gold.

Print - Pantone & CMYK Screen - RGB HTML - HEX

Black

RGB: R0/ G0 / B0 CMYK: C75 / M68 / Y67 / K90 HEX #000000

White

RGB: R255 / G255/ B255 CMYK: C0/ M0 / Y0 / K0 HEX #ffffff

Gold

RGB: R143 / G90 / B40 CMYK: C33 / M64 / Y97 / K24 HEX #8F5A28 Pantone 464


TYPOGRAPHY


Typefaces

Our primary font is Metropolis, influenced by other popular geometric, minimalist sans-serif typefaces of the new millennium. The typeface is designed for optimal readability and works well at large point sizes. (Licensed under Open Font License (OFL), available to all)

Our secondary fonts are Helvetica Now Text and Calluna. Helvetica Now text is easy to read, it is utilized heavily as the de-facto typeface for long-form text and editorial applications. Our license does not transfer, so the use of this font for partners and suppliers requires a separate license.

Calluna Black is used in the Team logo. This serif font can be utilized for more formal and stylized applications.

One may use variations of the primary and secondary fonts for stylistic use. We prefer our partners to follow the typography layout guidelines for font pairings (next page).

Primary Font

Aa

Secondary Fonts

Aa

Aa

AaAa

Primary Font Variations

Metropolis Bold

AaMetropolis Bold Italic

AaMetropolis

Extra Bold Italic

Aa

Aa

Aa

Metropolis Extra Bold

Helvetica Now Text Bold

Helvetica Now Text Bold Italic

Helvetica Now Text Light

Helvetica Now Text Light Italic

Helvetica Now Text Thin

Helvetica Now Text Thin Italic

Aa AaCalluna Regular Calluna Bold

AaCalluna Black


Typography Layout

Metropolis • Headlines • Primary Messaging • URL address • Quotes

Helvetica Now Text • Sub-headlines • Body Copy • Secondary Messaging

Calluna • Formal and Stylized Applications • Invitations

BUILT IN BRISTOLBoth AC75s constructed for New York Yacht Club American Magic will be built in a facility located in Bristol, Rhode Island.

“There is no better place to build world-class racing boats than in Rhode Island, with its unmatched marine industry, skilled workforce, and rich America’s Cup heritage,” said Hap Fauth (Naples, Fla.), Team Principal and CEO of American Magic. To date, Fauth has built two highly successful racing yachts in the state at New England Boatworks (NEB) in Portsmouth. A third boat, which shares the name BELLA MENTE with its predecessors, is currently under construction at that company.

AMERICANMAGIC.COM

Metropolis / ExtraBold Headlines in caps

Helvetica Now Text / Bold Sub-headlines

Helvetica Now Text / Light Body copy

Metropolis / Bold & all caps URL sign-off

Calluna / Bold Formal and other stylized applications The New York Yacht Club welcomes you to Club Night.


PARTNERSHIP IDENTITY


Partnership TiersAmerican Magic sponsors are organized into three different categories, Tier 1 “Partners,” Tier 2 “Sponsors” and Tier 3 “Suppliers.”

These sponsorship naming conventions are fixed terms. All relevant artwork files are also fixed. Neither names nor logos may be altered in any way.

The sponsor’s relationship with American Magic must be clearly demonstrated in published materials by way of the provided naming conventions and logos.

*The logos in the following pages utilize existing examples.

Tier 1 “Team Partner” Custom Naming Convention

Tier 2 “Official Sponsor” Custom Naming Convention

Tier 3 “Official Supplier” Generic Naming Convention

OFFICIAL PARTNER

OFFICIAL SPONSOR

OFFICIAL SUPPLIER


Using the Partner Logo SetIn order to create consistency of language and look/feel when the American Magic logo set is used by partner brands, team logos must be implemented in either of the two approved formats: Partner Lockup or Master & Staged.

20

1. Partner Lockup format 2. Master & Staged format

SPONSOROur team was formed to win the America’s Cup and to help rebuild an America’s Cup culture in the United States,” said Terry Hutchinson, Skipper and Executive Director of American Magic. “IYRS is helping us to accomplish both. It is a real testament to the quality of the school’s programs that we were able to plug so many IYRS graduates directly into an America’s Cup facility building AC75 yachts. Our boatbuilders from IYRS will help ensure that the U.S. can produce the fastest racing boats in the world long into the future.”OFFICIAL INNOVATION PARTNER

American Magic’s partners may use the team logo set in communications materials to highlight products or services related to American Magic’s efforts to win the 2021 America’s Cup.

Partners may use the statement, “[partner level] of American Magic” in promotional content.

• The product or services must be the prominent feature of the promotion.

• When using footage or photos, the logos of other American Magic sponsors must not be altered or made unrecognizable. Not image editing is allowed without written approval from American Magic Communications.

• Partner logo sets will be provided by American Magic.

OFFICIAL SUPPLIER

SUPPLIER LOGO HERE


1. Partner Lockup Logo

21

The Partner Logo Lockup serves as a primary instrument of branding connection between American Magic and its partners.

• If used, the American Magic Partner Logo Lockup must be used on promotional content as a central/major element.

• The American Magic Partner Logo Lockup is typically used on a solid background, but if used over a photo, the photo area used for the implementation must be plain enough and/or have enough contrast so that all elements of the lockup can be easily read.

• The font used for the OFFICIAL PARTNER/SPONSOR/SUPPLIER text must be Metropolis Bold in black or white.

OFFICIAL INNOVATION PARTNEROFFICIAL “PARTNER/SPONSOR/SUPPLIER”


=

OFFICIAL “PARTNER/SPONSOR/SUPPLIER”

Partner Lockup Logo On Light Background, Photo Background and Dark Background


Partner Lockup Challenger Logo

22

The Partner Lockup Challenger Logo is an alternative to the Partner Lockup logo.

All guidelines related to the Partner Lockup logo apply (see p21), but the America’s Cup ACPI silhouette usage rules require a solid black or white background. Therefore, this version of the lockup must have a solid background (no photos).

Partner Lockup Logo On Light Background, and Dark Background


OFFICIAL “PARTNER/SPONSOR/SUPPLIER”


Partner Lockup Logo Size & PositionHorizontal Position • The Partner Lockup logo should always be centered on the

logo’s divider line.

• The maximum size of the Partner Lockup logo is measured by the distance from the middle divider line to the right edge of American’s “N.” It must not exceed 1/3 the document (measurement X).

Vertical Position • The Partner Lockup logo should either be centered, or serve as

a header in the top 1/2 of the document.

• The clear space above the Partner Lockup logo should never be less than the height of the logo’s divider line (measurement Y).

Y

OFFICIAL INNOVATION PARTNER

X

XX

X


Y

OFFICIAL SUPPLIER

OFFICIAL SUPPLIER


Partner Lockup Logo Size & Exclusion Zone

Minimum Size The minimum size of the Partner Logo is measured from the left edge of the sponsor logo to the right edge of N on “American”

• For printed materials, the Partner Lockup must measure no less than 3” in width. For digital materials, the Partner Lockup must measure no less than 275 pixels in width.

Exclusion Zone The amount of clear space around the Partner Lockup and Master & Staged Logos is defined by the height of the primary letters (X).

The X measurement is important when incorporating an exclusion zone around the logo.

It is required to have a clear space that is equivalent to X.


3”


275px

Minimum Size

Digital Print



X

X

X

X

Exclusion Zone

OFFICIAL SUPPLIER OFFICIAL SUPPLIER

OFFICIAL SUPPLIER






25

Partner Lockup Logo Misuse

Top 1/2 violation

Clear space violation

Center violation

Size violation

Staged logo use should follow the rules outlined on page 20:

1. Top 1/2 violation. The Partner Lockup must always appear vertically centered, or in the top 1/2.

2. Center violation. The Partner Lockup can never be off-center.

3. Size violation. Maximum size requirements for the Lockup logo limit the width from the divider line to the “N” of American to 1/3 the width of the document.

4. Clear space violation. Space above the Partner Lockup logo must be at least the height of the divider line.

5. Clear background violation. The background used must be a solid color or, if using a photo, and only on the partner lockup logo version, it must have enough contrast to be easily legible.

1

2

3

4


Clear background violation

5

OFFICIAL SUPPLIER

OFFICIAL SUPPLIER

OFFICIAL SUPPLIER

OFFICIAL SUPPLIER

OFFICIAL SUPPLIER


2. Master & Staged LogoThe Master and Staged Logo is the second approved layout (along with the Partner Lockup Logo, p21) for partners to use the team WordMark or ChallengerMark.

• The American Magic Master and Staged Logo applied on the promotion must be used in the manner of a signature. They cannot be the central point of focus.

• The Master and Staged Logo must only be used on a solid background that is either white or black.

• The font used for the ‘OFFICIAL PARTNER/SPONSOR/SUPPLIER OF’ text is Metropolis Bold in black or white.

Bleed Right and Bleed Left

Master & Staged Logo On Light Background and Dark Background


Master & Staged Challenger LogoThe Master and Staged Challenger Logo layout follows the same guidelines for usage as the basic Master and Staged Logo (p26).

Bleed Right and Bleed Left

Master & Staged Challenger Logo On Light Background and Dark Background

OFFICIAL SUPPLIER OF


Master & Staged Logo PositionThe Staged Logo should never be centered.

Additional guidelines:

Horizontal Position • The Staged Logo should always bleed

either left or right.

• The maximum size of the Staged Logo is measured by the width of “American,” and it should be no bigger than 1/5 of the width of the application (measurement X).

• Additional bleed margin, if required, is acceptable.

Vertical Position • The Staged Logo should never appear

above the bottom 1/3.

• The clear space underneath the Staged Logo should never be less than the height.

X

XX

XX

X X

XX

XX

X

Y

Y

Y

Y


Master & Staged Logo Size & Exclusion ZoneMinimum Size For printed materials, the Master and Staged Logo must measure no less than 2” in width. For digital materials, the logo must measure no less than 250 pixels in width. Exclusion Zone The amount of clear space around the Partner Lockup and Master & Staged Logos is defined by the height of the primary letters (X).

The X measurement is important when incorporating an exclusion zone around the logo.

It is required to have a clear space that is equivalent to X.

Minimum Size

Print: 2”Digital: 250px Print: 2”

Digital: 250px

Exclusion Zone

XX

XX


Master & Staged Logo Misuse

Clear space violation

Size violation

Center violation

Lower third violation

Staged logo use should follow the rules outlined on page 25:

1. Clear space violation. Space below the Staged logo must be at least the height of “American Magic.”

2. Center violation. The Staged logo can never be centered and it must always align with a left or right bleed.

3. Lower third violation. The Staged logo must always appear in the lower 1/3 of the document.

4. Size violation. Maximum size requirements for the logo limit the width of “American” to 1/5 the width of the document.

5. Solid Background violation. The background must be a solid color: white or black.

12

3

4

Solid background violation

5


APPAREL & BRANDING


2019 Team GearOfficial Team Gear look maintains the following consistency:

• Adorned Burgee WordMark on the left front chest

• Event Patch on left sleeve

• Airbus has exclusive logo rights to the right arm

• WordMark for pants and shorts, on left thigh position

• Two blank spaces on right chest under TSI for any future “Tier 1 Partner” additions

• The H/H logo location is to be front-left collarbone and rear-right shoulder blade

32

FRONT

BACK


2019 Supporter GearOfficial Supporter Gear look closely mimics the team gear, except New York Yacht Club burgee and Event Patch are removed.

• WordMark or Challenger WordMark on the left chest

• No Event Patch on left sleeve

• The Crossed Flags WordMark with New York Yacht Club burgee may be used. If US flag already present, please remove as it also exists in the Crossed Flags WordMark.

• Airbus has exclusive rights to the right arm

• US flag goes on the left sleeve

• WordMark for pants and shorts, on left thigh

• Two blank spaces on right chest under TSI for any future “Tier 1 Partner”

• The HH logo location is to be front-left collarbone and rear-right shoulder blade

33


Helly Hansen BrandingHelly Hansen logo will appear on the front left collarbone and the rear right shoulder on tops, at the following sizes.

• Tech Outerwear - 60mm • Sportswear - 44mm • Neoprene race gear - 44mm

The HH Logotype logo should follow the angle of the shoulder seam and be positioned so as not to clearly impact the clear space around the team logo on front left chest. HH logotype colors will be black or white.

HH logo marks may also be found on other articles of clothing like pants or bibs in pre-determined locations.

Tech Outerwear

Sportswear

SHOULDER SEAM


Airbus Branding

Airbus branding will meet the following requirements:

• Airbus logo-width is sized at 80% of American Magic logo width.

• Airbus text aligns with NYYC text on the chest

American Magic logo sizing will be determined by Helly Hansen for each apparel category (Men’s & Women’s: Outerwear, Midlayer, Baselayer)

80%


Event Patch

Blue Stroke on White Background

All team gear is required to have the America’s Cup Event Patch on the left shoulder. There are three patch variants to choose from.

• Blue stroke works best on light solid colors.

• Blue background works best on complex or in-between colors.

• Minimum margin from the seam on the shoulder of a long sleeve garment is 4cm and 3cm on a short sleeve garment.

• New York Yacht Club burgee and American Magic colors remain unchanged (pages 13 & 14).

• If space for patch is insufficient, patch sized is reduced to 45x59mm, burgee size is reduced to 25mm. Before reducing, implementers must check with American Magic Communications.

• The Event Patch is not approved for use with the supporter collection.

America’s Cup Blue Stroke & Fill

RGB: R7 / G29 / B73 CMYK: C100 / M78 / Y0 / K44 HEX #002D6A Pantone 2768

America’s Cup Logo Red

RGB: R224 / G60 / B49 CMYK: C0 / M91 / Y76 / K0 HEX #EF3E42 Pantone 185

White

RGB: R255 / G255 / B255 CMYK: C0 / M0 / Y0 / K0 HEX #FFFFF

White on Blue BackgroundBlue Stroke on Transparent Background


PARTNER LOGOS


AirbusAirbus has an exclusive logo presence on American Magic gear, located on the right shoulder/sleeve.

The logo must have a clean exclusion space equivalent to the height and width of the A character, per the diagram to the right.

Specific logo placement and size is to be approved and refined as needed by Airbus, in each instance.

The Airbus mark shall be reproduced fully, accurately and without any modification to the color, design and/or original appearance.

White


Blue

RGB: R0 / G32 / B91 CMYK: C100 / M85 / Y5 / K36 HEX #00205B Pantone 281

Black

RGB: R0 / G0 / B0 CMYK: C75 / M68 / Y67 / K90 HEX #000000


TSITSI has exclusive logo presence on American Magic gear, located on the right chest, adjacent the American Magic Logo.

The logo must have a clean exclusion space equivalent to the height and width of the X character, per the diagram to the bottom left.

TSI letters are not solid shapes, they are in negative space and should not be filled in.

TSI is 1/2 the size of the length of the Airbus logo.

Primary Logo Primary Logo (Mono)

White

RGB: R255 / G255 / B255 CMYK: C0 / M0 / Y0 / K0 HEX #FFFFFF

Black


50%


HELLY HANSEN

Primary Logo

HH Red

RGB: R230 / G0 / B0 CMYK: C10 / M100 / Y100 / K0 HEX #E60000 Pantone 186

White

RGB: R255 / G255 / B255 CMYK: C0 / M0 / Y0 / K0 HEX #FFFFFF

Black


Primary Logo (Mono)

The primary logo should always appear in HH Red where possible. The mono version should only be used when it is not possible to print in full color.

The logo must have a clean exclusion space equivalent to 2X, per the diagram to the right.

The Logotype is preferred for apparel application, and the Primary Logo is preferred for digital and print application.

The HELLY HANSEN mark shall be reproduced fully, accurately and without any modification to the color, design and/or original appearance.

Logotype Black Logotype White


Parker HannifinSpecific logo placement and size is to be approved and refined as needed by Parker Hannifin, in each instance.

The area of isolation is the minimum distance required between the Parker logo and any other element (graphic, type, logo or edge of page or product). It's important to follow these guidelines to ensure legibility and prevent any obstruction of the logo. The area of isolation on four sides should never be less than half of the height of the Parker logo.

The Parker Hannifin mark shall be reproduced fully, accurately and without any modification to the color, design and/or original appearance.

Black


White



TRADEMARKS & OTHER MARKS


Crossed Flags WordMarkPer the license agreement between American Magic and NYYC, this tertiary/alternative mark is approved for use on promotional goods sold or otherwise provided to individuals, entities, groups, or the general public not serving as American Magic team members, employees, or officers in their roles as competitors in the America’s Cup competition, and subject to Club approval in each instance.

• This mark is used primarily for promotional items and gear.

• This mark is an official logo for use in our campaign but it is not used as a primary logo for the team.

• The minimum print width is 1” and 250px minimum for digital use. The horizontal minimum print width is 1.5” and 250px minimum for digital use.

• New York Yacht Club has 10 business days to review application requests.

Crossed Flags WordMark Horizontal Crossed Flags WordMark

Flag WordMarkThis mark has been approved for use on the event patch. It is not intended for partner or public use and is subject to team approval in each instance.

Flag WordMark


New York Yacht ClubUnadorned Burgee Per the license agreement between American Magic and NYYC, the burgee is approved for “New York Yacht Club American Magic” team use only, and subject to Club approval in each instance.

• One should never change the size, proportions, spacing, colors, or recreate the burgee in any way. Provided files

• The colors used in the burgee are blue, red, white and gold. See below for exact color codes, which are identical to colors used in the team logo set.

• It is preferred that the burgee not be used as a standalone mark by the team. It should be used with the team wordmark whenever possible.

Unadorned Burgee (rights reserved)

Team WordMark

Blue

RGB: R0 / G38 / B117 CMYK: C100 / M68 / Y0 / K54 HEX #002675 Pantone 282

Red

RGB: R191 / G10 / B48 CMYK: C0 / M94 / Y74 / K25 HEX #BF0A30 Pantone 193

White


Gold

RGB: R189 / G150 / B92 CMYK: C26 / M40 / Y73 / K3 HEX #BD965C Pantone 465

“New York Yacht Club” should always appear spelled out, never abbreviated as “NYYC.” Always capitalize the first letters: New York Yacht Club.

New York Yacht Club has 10 business days to review application requests.


America’s Cup MarkAs a Challenger: we have the right to use the “America’s Cup” name and its mark(s) in connection with our challenge so long as we follow the guidelines as stated in the ACPI agreement. The full ACPI agreement has further details and is available to members of the team upon request. A summary for the use of the the Team Mark is as follows:

The America’s Cup trademarks and service marks “America’s Cup” or any translation thereof and the two-dimensional, three-dimensional, and silhouette images of the America’s Cup trophy, includes all copyright and other intellectual property rights in such marks and images that are managed by the ACPI.

• ACPI grants to the Challenger the following rights, which may be exercised worldwide during the Term:

• (a) The right to develop and use one or more Team Marks incorporating as an element thereof one or more America’s Cup Marks in accordance with the terms and conditions contained in this Agreement.

• (b) The right to grant to sponsors, licensees and supporters of the Challenger and to the Challenging Yacht Club sub-licenses for the use of any Team Mark in advertising, promoting and selling their Merchandise or Services and advertising or promoting their association with, or sponsorship of, the Challenger, in accordance with the terms and conditions contained in this Agreement.

DEVELOPMENT OF TEAM MARKS

4.1 Any Team Mark which the Challenger wishes to develop: (a) may consist of, or contain, one or more of the following elements:

• (i) the name of the challenging yacht;

• (ii) the name of the challenging yacht club;

• (iii) the year when the Match will take place (i.e. 2021); and

• (iv) such other words, names, designs, colors, symbols or other visual elements as the Challenger wishes (for example, representations of a sailboat, an anchor, or other design elements) provided they are not in conflict with any of the other provisions of this clause 4 and will not bring into disrepute the name or reputation of the America’s Cup;

• (b) may contain design, color or other visual references to the Challenger’s national flag, national colors or recognized national symbols but shall not contain words, names or visual elements which suggest or imply that the Challenger has exclusive or national status from that country unless the Challenger is the sole Cup Participant from that country, nor make a clear reference to the national flag, national colors or national symbols of any other country;

• (c) may contain the words “America’s Cup”, provided that at least one of the elements described in paragraphs (i) and (ii) of clause 4.1 (a) is included and the letters used are no larger than the smallest form of the letters used for element (i) or (ii) in clause 4.1 (a); and

• (d) may contain the image or silhouette of the America’s Cup trophy, provided that at least one of the elements described in paragraphs (i) and (ii) of clause 4.1 (a) is included and the image or silhouette used is no larger than 1.5 times the height of the smallest form of the letters used for element (i) and (ii) in clause 4.1 (a).

Proposed uses of the ACPI cup silhouette within the American Magic logo set must be approved by the American Magic communications team.

“America’s Cup Silhouette”

• AMERICA’S CUP • 2021 AMERICA’S CUP • AMERICA’S CUP 2021

• CHALLENGER 36TH AMERICA’S CUP • CHALLENGER AMERICA’S CUP 36

• AC36 • 36TH AMERICA’S CUP • AMERICA’S CUP 36

Approved Challenger Team Mark titles for use: These can be uppercase but if using lowercase, always capitalize the first letter in America’s Cup and Challenger.

The AC Silhouette may not be larger than 1.5 times the height of the smallest form of the letters used in the lockup.

1.5 size of ‘x’

X

The AC Silhouette shall not be changed in style. The cup shall be placed back to back on the mainsail with the "pouring lip" side of the America's Cup closest to the luff of the mainsail.


TERMS


Terminology and Nomenclature: American Magic

47

Team Name: • Full team name: “New York Yacht Club American Magic” • Abbreviated name: “American Magic” • Incorrect uses:

• “The American Magic Team” • “Team American Magic”

Example text:

New York Yacht Club American Magic is a Challenger for the 36th America’s Cup. American Magic represents a joint vision by Bella Mente Racing, Quantum Racing and the New York Yacht Club to win the America’s Cup, the highest prize in sailing and the oldest trophy in international sports.

The New York Yacht Club:

• “The New York Yacht Club” should always appear spelled out, never abbreviated as “NYYC.” • Always capitalize the first letters: New York Yacht Club.

Boat Names: In the marine industry, there are multiple schools of thought and accepted practice when it comes to writing the names of boats, yachts and ships. American Magic conforms to the following school:

• The names of American Magic racing boats, competitor boats, historic America’s Cup boats and other sports-related or recreational boats should be capitalized • This is consistent across all communications channels and platforms, including social media

Example text:

DEFIANT, an AC75 racing boat built to compete in the America’s Cup World Series, was launched on September 10, 2019. American Magic sailed their AM38 test boat, known as the Mule*, for nearly a year prior to the launch of DEFIANT.

*One notable nomenclature exception is the Mule. Officially, the name of the team’s test boat is the AM38. A “mule" is an automotive term for a test vehicle. Therefore, as it is a nickname and not a formal name, “the Mule” is not fully capitalized by American Magic.


Terminology and Nomenclature: America’s Cup

48

Additional Key Terms and Phrases:

• The America’s Cup • The America’s Cup is both the name of a trophy and the name of an event • This term is always capitalized • The America’s Cup is a term use colloquially to describe the entire event, including the Challenger selection series (The Prada Cup) and the America’s Cup

Match itself (which involves only the Defender and the final Challenger • The America’s Cup World Series

• A series of promotional regattas in 2020 • Participation is required of all teams

• The Prada Cup • The Challenger selection event for the America’s Cup Match, which will be held in early 2021 in Auckland, New Zealand • This event determines which Challenger faces the Defender in the America’s Cup Match

• Challenger • This term describes a yacht club and its team whose participation in the event has been confirmed and accepted by the Defender • This term is typically capitalized • New York Yacht Club American Magic is a Challenger, along with Luna Rossa Prada Pirelli (Italy) and INEOS Team UK (Great Britain)

• Challenger of Record • The Challenger that negotiated a Protocol with the Defender for the America’s Cup which mandates the dates of the events, the venue, the boat class, and

many other aspects of the America’s Cup • The Challenger of Record is Luna Rossa Prada Pirelli

• Defender • The yacht club and team that holds the America’s Cup • The Defender and Challenger of Record negotiated a Protocol for the America’s Cup which mandates the dates of the events, the venue, the boat class, and

many other aspects of the America’s Cup • Yacht vs. Boat

• These terms are interchangeable • “Boat” is recommended for use over “yacht” for mass communications purposes in most cases

• Event vs. Regatta vs. Match • “Event” and “Regatta” are interchangeable • In the America’s Cup cycle, the “Match” typically refers only to the final stage, which is contested between the Defender and the Challenger who wins the

Prada Cup

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CONTACTFor all communications questions, contact:

Will Ricketson, Communications Director [email protected]

For branding questions, to request logos and for approval of brand usage, contact:

[email protected]

Date post:	03-Jul-2020
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