The grande dame of the Great Lakes, Canada’s Cup is renowned across North America and beyond as one of yacht racing’s most prestigious trophies. This historic nation-to-nation match racing event pitted Canada against the United States and marked the 120th anniversary of Cup competition since its founding in 1896. Forge was honoured to be selected as the event's official brand partner.
Our goal was to create a sophisticated and cohesive brand for the 2016 race series that would raise the event's profile beyond the sailing world, situating Canada's Cup as a premier sporting event on the international stage. Forge's designers created a consistent public face for the event by developing a stylish and contemporary brand, and applying it across a wide range of collateral, from posters and flags to booklets and banners. We wanted to immerse spectators in an exciting, branded sport experience, from the first public announcements to the heart-pounding race days on-water.
Our sophisticated designs elevated the event and communicated its national significance to a broad audience. Spectators experienced an immersive brand that matched the race’s prestige and positioned Canada's Cup as a can't-miss event.