Kentucky Derby 135
- 1. OBJECTIVES R E S U LT S The Kentucky Derby at Churchill Downs is celebrating its 135th SME also developed non-dated versions of the two event logos Anniversary in 2009. SME was retained to develop the brand as a part of a larger, long-term retail licensing strategy. Overall, identity system that captures the iconic stature of the event, as the entire identity system conveys premium horse racing and a well as this impressive milestone. The agency was also enlisted sense of timeless tradition – exactly what the Derby stands for. to create a complementary 135th anniversary mark for its companion event, the Kentucky Oaks. These marks will be displayed in and around all expressions of the event and on SERVICES officially licensed merchandise, including apparel, gifts, tickets, • Event Mark System Design and collectibles. • Non-Dated Mark Design • Brand Standards Guide SOLUTION To creatively express this milestone, SME created a symbolic horseshoe with sleek golden sides that frame a bold “135” and prominent “Kentucky Derby”. The mark is anchored by a smartly stylised red rose, and represents the history and tradition of the “Run for the Roses”. The words “Churchill Downs” and “May 2, 2009” are locked up beneath the horseshoe icon. The golden horseshoe is also a design element featured in The Kentucky Oaks event mark, thus tying the two events together. This horse- shoe, with a vibrant pink stargazer lily emerging from its enter, sits atop bright pink and gold copy that reads “Kentucky Oaks 135” and “Churchill Downs - May 1, 2009.” Contact: Fred Popp | SME Europe | t: +44 (0)7588 663528 | e: fspopp@smebranding.com