by America's Cup media
A new logo has been created to celebrate one of the most enduring relationships in the history of sports.
Louis Vuitton has built a very close partnership with the America's Cup over a period that now approaches 30 years - since the advent of the very first Louis Vuitton Cup, in 1983.
Over that time, the Louis Vuitton Cup, the America's Cup Challenger Series, has become the path to victory in the America's Cup. To win the America's Cup, a challenger must first win the Louis Vuitton Cup.
Before 1983, no challenger had ever defeated a defender in the America's Cup. But since the very first Louis Vuitton Cup, when Australia ended the longest winning streak in sport, the challenger who has won the Louis Vuitton Cup has then gone on to claim the America's Cup an impressive four out of seven times.
Although the 2013 Louis Vuitton Cup will mark the 30 year anniversary of Louis Vuitton in the America's Cup, this relationship is about much more than history. Today, Louis Vuitton has become an enthusiastic partner in embracing the spirit of reinvention and renewal that is at the heart of the 34th America's Cup.
The new logo for the Louis Vuitton Cup expresses a dynamic and fresh look, in keeping with this spirit.
Pietro Beccari, Executive Vice-President of Louis Vuitton, explains: "When we started to work on the new logo for the Louis Vuitton Cup, we wanted to give it a modern and dynamic design which reflects the spirit of the competition. We began by playing with the sails and the hulls of these huge boats, from which we found the inspiration for the logo of next Louis Vuitton Cup."
The deep blue in the new logo is a clear reference to the sea and the yachting universe, while the brick red terracotta color is reminiscent of the interior color of Louis Vuitton's leather goods.
When the Louis Vuitton Cup begins on July 13, 2013, there will be plenty of celebration of this 30-year relationship, but more than that, the challengers will be fighting with all their might to lift the Louis Vuitton Cup - in 2013, this is the only path to the America's Cup.
America's Cup
