The 32nd America's Cup, which will be hosted by Valencia, Spain, has unfurled a new logo. The work of design firm Dragon Rouge USA, "the America's Cup event is more of a duel between the defender and the challenger," explains Dragon Rouge president Jonathan Asher, "so the logo is made of two parts," a red flame and a silver cup., "the flame representing the intensity of the duel and the location of the final event in Valencia, in Europe's sunbelt region. On the base of the cup there are two small red sails, also representing the defender and the challenger." The design will be used across a wide array of signage, promotional materials and merchandise. "Previous logos were merely simple graphics and font systems designed for stationery," says Asher. "This is the first real logo of this type designed for this event."