America’s Cup Design and Technology Win Industry Accolades



The 34th America’s Cup has been recognized for award-winning design and technology

AC LiveLine, the positioning and graphics technology that overlays information on live television pictures added a ‘Silver - Best Use of Technology’ from the ISEM Awards (International Sports Event Management), to go along with its 2012 Emmy Award for technical achievement.

Not to be outdone, the design department has also been recognized with a major industry prize. The America’s Cup has won the Platinum Award for ‘Design Refresh’ at the Marcom Awards.

“The America's Cup is very honored to be recognized for the identity,” said Wesley Wernimont, the Creative Director of the 34th America’s Cup. “The creation of the brand concept started out with the scope to deliver across all mediums and currently it has checked all the boxes. The revolutionary stadium style racing has allowed us to develop brand delivery concepts that up until now did not exist and we are all very proud to be a part it.”

“Designwerk are extremely proud to share the recognition of an international award for our work in building the brand and visual identity for the 34th America's Cup and the America’s Cup World Series,” said Cristian Cook, Partner/Founder of Designwerk. “Accolades of this nature will certainly generate a higher level of exposure and help endorse the strategic direction of the brand concept.”

Regarding AC LiveLine, America’s Cup Director of Technology Stan Honey, says the awards are recognition that the America’s Cup has taken advantage of a unique opportunity.

“The America’s Cup is a strange mix. In one sense, we have over 160 years of tradition, but in another sense, we were given a blank sheet of paper this time to re-examine everything,” Honey said. “So we were able to take a much more aggressive approach to embracing technology for use in umpiring and managing the sport than other sports typically have had the ability to do.

“For example, in baseball, they may choose to very slowly change the way the umpires work and to use more data, but they have all those fans who are so committed to the tradition that they have to be very, very careful.

“In our case, we were breaking with so many traditions with the use of wings and multihulls and inshore racing that it was relatively easy to also take a fresh view of what you could do if you had this kind of data and applied it to race management and to television. I think other sports are watching how we’ve done this with interest.”

Honey says he hopes to make further refinements which could include showing the wind-shadow generated by the towering wing sails and how that affects the boat on boat tactics during racing.

But first, there could be more hardware to collect. The America’s Cup television team has been nominated by the HYPERLINK "http://www.rts.org.uk/" Royal Television Society in the category of Multi-camera Work, Craft & Design. The 2011/2012 RTS Craft & Design award winners will be announced on November 26 in London.