American Magic

Official Websites

• https://www.americanmagic.com
• https://americanmagic.americascup.com
• https://americanmagic.americascup.com/en/store

Brand Guidelines

2020

Brand Summary

Mission

• 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.

Core Values

• Excellence
• Legacy
• Patriotism
• Professionalism
• Tradition

Target Audience

• Sailing enthusiasts, supporters of the New York Yacht Club, partners, sponsors, and the broader American sailing community.

Personality Traits

• Prestigious
• Authoritative
• Professional
• Competitive
• Elegant

Visual Identity Overview

• The visual identity is rooted in nautical and patriotic themes, using a color palette derived from the US flag and the New York Yacht Club burgee (blue, red, white, gold). The brand features bold, geometric typography (Metropolis, Helvetica Now Text, Calluna), clean layouts, and prominent use of the American Magic and NYYC logos. Visuals emphasize elegance, legacy, and authority, with strict rules for logo usage, exclusion zones, and apparel branding.

Categories

Brand Imagery

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

Color Palette

• 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
• RGB: R4 / G30 / B66
• CMYK: C100 / M90 / Y13 / K68
• HEX #041E42
• Pantone 282
• RGB: R191 / G13 / B62
• CMYK: C2 / M99 / Y62 / K11
• HEX #BF0D3E
• Pantone 193
• RGB: R199 / G201 / B199
• CMYK: C6 / M4 I Y7 / K13
• HEX #C7C9C7
• Pantone 420
• 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.
• RGB: RO/ GO / BO
• CMYK: C75 / M68 / Y67 / K90
• HEX #000000
• RGB: R255 / G255/ B255
• CMYK: CO/ MO I YO / KO
• HEX #ffffff
• RGB: R143 / G90 / B40
• CMYK: C33 / M64 / Y97 / K24
• HEX #8F5A28
• Pantone 464
• New York Yacht Club burgee and American Magic colors remain unchanged (pages 13 & 14).
• 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.
• White RGB: R255 / G255 / B255 CMYK: CO / MO / YO / KO HEX #FFFFF
• Blue RGB: RO/ G38 / B117 CMYK: C100 I M68 /YO/ K54 HEX #002675 Pantone 282
• Red RGB: R191 / G10 / B48 CMYK: CO/ M94 / Y74 / K25 HEX #BF0A30 Pantone 193
• Gold RGB: R189 / G150 / B92 CMYK: C26 / M40 / Y73 / K3 HEX #BD965C Pantone 465

Typography

• 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).
• Metropolis / ExtraBold Headlines in caps BUILT IN BRISTOL
• Helvetica Now Text / Bold Sub-headlines Both AC75s constructed for New York Yacht Club American Magic will be built in a facility located in Bristol, Rhode Island.
• Helvetica Now Text / Light Body copy
• Metropolis / Bold & all caps URL sign-off AMERICANMAGIC.COM
• Calluna I Bold Formal and other stylized applications The New York Yacht Club welcomes you to Club Night.

Logo Usage

• The basic WordMark and Horizontal WordMark can be used on partner materials in an approved manner (described in the Partner Identity section). The Word Mark is preferred, but the Horizontal Word Mark 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.
• The ChallengerMark and Horizontal ChallengerMark, like the Word Mark, 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 Word Mark (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.
• 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 Word Mark 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.
• 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.
• The 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.
• The 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 sizing for the logo shall only be used for applications with limited space available. The logo shall never be implemented smaller than these sizes.
• Our 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.
• 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)

Visual Style

• The logo text ‘New York Yacht Club American Magic’ should be clear and bold, with ‘AMERICAN MAGIC’ positioned centrally to attract attention. Below or beside this, the phrase ‘BRAND GUIDELINES’ should be displayed in uppercase, modern font, indicating the purpose of the document. The bottom right corner should include the date ‘2019 | v3’ in a smaller, unobtrusive font. The overall composition must communicate elegance, legacy, and authority in the context of a branding or identity guideline document, with a clean, professional layout and balanced spacing.
• 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.
• 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.
• 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.
• 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.
• When reversing the WordMark, white must be used.
• The amount of required clear space is defined by the height of the primary letters (X)
• It is required to have a clear space that is equivalent to X.
• The 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 sizing for the logo shall only be used for applications with limited space available. The logo shall never be implemented smaller than these sizes.
• Our 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.
• 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)
• 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
• 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.
• 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.
• 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).
• Headlines in caps BUILT IN BRISTOL
• Sub-headlines Both AC75s constructed for New York Yacht Club American Magic will be built in a facility located in Bristol, Rhode Island.
• 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).
• 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).
• 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.
• The amount of clear space around the Partner Lockup and Master & Staged Logos is defined by the height of the primary letters (X).
• 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.
• 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.
• 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.
• 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.
• One should never change the size, proportions, spacing, colors, or recreate the burgee in any way.
• 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.

Layout And Composition

• The overall composition must communicate elegance, legacy, and authority in the context of a branding or identity guideline document, with a clean, professional layout and balanced spacing.
• The amount of required clear space is defined by the height of the primary letters (X)
• It is required to have a clear space that is equivalent to X.
• The 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 sizing for the logo shall only be used for applications with limited space available. The logo shall never be implemented smaller than these sizes.
• Our 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.
• 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)
• Team WordMark Logo Comprised of the NYYC Burgee and the Word Mark When reversing the WordMark, white must be used.
• 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).
• 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).
• 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.
• The amount of clear space around the Partner Lockup and Master & Staged Logos is defined by the height of the primary letters (X).
• 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.
• The 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.
• 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.
• 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.
• 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.

Additional Properties