FOR IMMEDIATE RELEASE

BTY Brand Identity: Logo and Applications

BTY has unveiled a new brand identity featuring a logomark inspired by the disruptive nature of Gennaker sails in sailboat racing. The logomark, designed by Gonzalo Alatorre, represents the excitement of a more purposeful future, where people lead technology. The brand identity, built using black as the main color, is supported by bright, vivid colors that stand out in an industry full of muted colors.

The logomark is an analytical and mathematical interpretation of the moment a Gennaker Sail gets deployed, realized through over 300 sketches and further refinement in electronic media. Designed to be implemented in different substrates and colors, it can be reproduced easily regardless of technical restrictions by printers in each location.

The new brand identity was launched in January and is being rolled out across four continents. It is part of an ongoing project, with various brand touchpoints still under development, including a revised website. The design team, led by Gonzalo Alatorre, includes Yvone Hsu, Ben Regan, and Katie Date.

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