Welcome to Barca 2024 America’s Cup
Published on November 20th, 2022
by Craig Leweck, Scuttlebutt Sailing News
It is tradition when referring to a specific Olympic Games, you reference the City first, such as the upcoming Paris 2024 Olympics. When the International Olympic Committee began requiring exorbitant fees for hosting rights, the cities wanted to leverage their investment, so on it goes.
When the 37th America’s Cup official logo was recently revealed, I wondered how long it will be before this tradition rolls into the oldest active international competition in sport. Aside from the logo being hideous in general, Barcelona clearly twisted somebody’s arm.
The logo announcement did not quote its cost, but when the Barcelona and New York based design and identity studio Pràctica was recruited above others, I suspect their fees will keep them in Gucci loafers.
“The design for the 37th America’s Cup proposes having the Auld Mug as the central most important element of the America’s Cup, giving it the full protagonism through a visual language that also suggest Barcelona and everything that makes it so unique, said Pràctica partner Javier Arizu.
I prefer the assessment of auto publication autoevolution, partly because everything these days is getting compared to Formula 1 racing, and partly because of their no BS headline, ’37th America’s Cup Logo Unveiled and Its Nothing Short of Terrible’.
“I do not claim to be a designer, but my vision is near perfect, and I fail to see any level of design in the winning logo,” wrote Tim McKenzie. “It incorporates a Clipart of the Auld Mug, a poor attempt at designing the “B” (for Barcelona) to be the least bit visually captivating, and worst yet, a pathetically boring and overused font.
“I guess these folks did not get the memo; the purpose of a logo is to be a visual representation of whatever it is it represents. At first glance, the new America’s Cup logo is more suited for a chess tournament or an antique trade show. It begs the question, ‘What did the losers’ design look like?’
“There is nothing about this logo that suggests the America’s Cup is an exciting and thrilling event that only comes around every three to four years.”
Following the publication of the AC37 Protocol and AC75 Class Rule on November 17, 2021, the AC75 Class Rule and AC Technical Regulations were finalized on March 17, 2022. The entry period opened December 1, 2021 and runs until July 31, 2022, but late entries for the 37th America’s Cup may be accepted until May 31, 2023. The Defender was to announce the Match Venue on September 17, 2021 but postponed the venue reveal, confirming it would be Barcelona on March 30, 2022. The 37th America’s Cup will be held in September/October 2024.