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Royal Canadian Yacht Club

The Royal Canadian Yacht Club is recognised for its world-class athletes and its affiliation with numerous prestigious regattas including the Pan American Games Sailing Competitions, the 8 Metre World Cup and the Canada’s Cup.

Size Location Founded
51-200 employees Toronto, Ontario, Canada 1852

The 8 Metre World Cup is an annual world yachting event. The 2010 World Championship was hosted by the Royal Canadian Yacht Club (RCYC) in Toronto, and we were asked to develop the event branding to help create excitement and generate awareness for this globally prestigious event.

We began by designing an innovative logo that reflected the World Cup event while incorporating an 8 Metre signature into the design. The numerical ‘8’ is what differentiates this championship from other regatta tournaments. Through numerous creative iterations, it was obvious that the 8 should be a key typographical component of the logo.

It was important that the design would reproduce easily in a wide variety of formats, necessitating a clean and simple holistic design approach. The final selected logo set sail on a wide variety of media formats including event banners, event invites, brochures, promotional posters, online, merchandising materials and even the championship-winning gold, silver and bronze medals.

Impact

“O’Shaughnessy Creative took the time to understand our event by speaking with many of our people, reviewing archive material from past competitions, and visiting the event venue. From this point, a broad yet guided set of exciting creative options were presented. We worked together through many sessions to ensure that we all felt confident in the final direction of the design.

Chris’s unique and thoughtful process allowed us to reach a decision efficiently while ensuring the final creative captured the spirit of competition. The final design communicates a clear, bold and confident brand.

Many details were considered to ensure the logo design and graphical elements could be used on a wide variety of media – from championship medals, large format posters, and brochures, to small-embroidered patches for championship attire.

We greatly appreciate the time and patience Chris gave to our team in delivering a solid creative solution.”

Chris Mitchele Regatta Chair, Royal Canadian Yacht Club
, Toronto, Ontario, Canada

Deliverables

  • Concept & Creative Direction
  • Event Branding
  • Visual Identity
  • Print
  • Promotion Advertising
  • Apparel & Merchandise Graphics
  • Award Medals
  • Production

Yacht race photography - Sharon Green, Ultimate Sailing.com
Girl on yacht photography - Max Poschau