The Swiss team aboard the Alinghi scored a victory in New Zealand and brought the America’s Cup back to Europe, 150 years after it left the Continent for the United States. Ernesto Bertarelli, the man behind Défi Suisse, decided to organize the 2007 edition in Spain and changed the rules to make the race last longer.

In the past, each edition had a distinct visual identity, one that changed every four years, depending on the holder. Défi Suisse wanted to create a more long lasting identity by providing the America’s Cup with a real brand, not just a logo for a given edition. The question was how to represent the spirit of these extreme, modern duels where the winner’s reward is the responsibility of organizing the following edition.

Dragon Rouge decided to create a highly lyrical sign along with a baseline – "there will be no second” – and imagined a dramaturgy approach in which each early race is referred to as an “act”, like in a tragedy. The Cup itself became a duel of metal and fire, with two teams competing for a place in history. The 2007 edition attracted more than 10 million visitors to Spain and unprecedented media coverage.