Churchill Downs Releases Official Event Logos for 2013 Kentucky Derby, Kentucky Oaks

Oct 08, 2012 Darren Rogers

The official event logos for Kentucky Derby 139 and Kentucky Oaks 139 were released Tuesday (Sept. 18) by Churchill Downs, and officially licensed apparel and headwear featuring the new marks are now available for purchase online at www.KentuckyDerbyStore.com.

Both logos were designed by SME for the fifth consecutive year. SME explored a contemporary vision for the design of the 2013 event marks with the bold use of negative space creating a lighter, less traditional feel than previous iterations. Each logo harnesses a palate reflective of spring 2013 color forecasts to ensure that the seasonality of the Kentucky Derby and Kentucky Oaks is echoed within the overall composition. The official colors for Kentucky Derby 139 are blue and yellow. As usual, the official color for Kentucky Oaks 139 is pink (magenta) and its logo companion color is green.

“Our valued partnership with Churchill Downs has seen SME develop the official event marks for the Kentucky Derby and Kentucky Oaks since 2009,” said Edward O’Hara, chief creative officer and senior partner of New York-based SME. “Both the Derby and Oaks with their rich history truly transcend the sport of horse racing and today represent icons in America’s social and cultural calendar. At SME we strive to protect this cultural heritage while continuing to point each brand towards the future.”

The Kentucky Derby 139 logo features the ‘KD’ initials as the primary graphic element with a single Thoroughbred sweeping through the middle, symbolizing a leader emerging from the track.

“We viewed the Kentucky Derby 139 logo as an opportunity to break slightly from tradition as it is the first time that the ‘KD’ initials have been used as a primary graphic element,” O’Hara said. “By doing so, Churchill Downs can further build upon the Derby brand and take ownership of its very merchandisable initials in a new way.”

The Kentucky Oaks 139 logo highlights the iconic stargazer lily while conveying the light and airy qualities of the negative space within the Oaks mark.

Both logos also showcase the Derby and Oaks “icon” marks – golden horseshoes with a red rose for Derby and a pink stargazer lily for Oaks – embedded within the overall logo design.

For the fourth consecutive year, Churchill Downs has again incorporated a secondary set of marks for the Kentucky Derby and Kentucky Oaks to be applied across a variety of merchandise and licensing opportunities. The secondary suites stay true to both the font and color palette of the primary logos to retain their overall design integrity while incorporating the Twin Spires icon to ensure a unique secondary direction.

The 2013 merchandise mix at www.KentuckyDerbyStore.com will feature event and lifestyle apparel for men, women, children and pets. T-shirts and headwear are now available for purchase. Other collectables, additional apparel and gift items, including the popular collectable Kentucky Derby mint julep glassware, are scheduled for release later this fall prior to the holiday season.

Merchandise also will be on sale at the Churchill Downs Store, which will reopen on-track on opening day of the Fall Meet on Sunday, Oct. 28, as well as the Churchill Downs Store located at Louisville International Airport, the Kentucky Derby Museum Gift Shop and other select retail stores.

Churchill Downs will host a 2013 Kentucky Derby Merchandise Licensing Show for retailers on Wednesday (Sept. 19) from noon to 5 p.m. EDT in the Triple Crown Room. Retailers and media are invited to attend the preview. RSVPs are encouraged by calling (502) 636-4642 but not required.

Media outlets may obtain high-resolution copies of the Kentucky Derby 139 and Kentucky Oaks 139 logos for editorial use by logging on to www.CDILogos.com and submitting an online request form.

The $2 million Kentucky Derby Presented by Yum! Brands (Grade I) is annually staged on the first Saturday in May at historic Churchill Downs in Louisville, Ky. Inaugurated in 1875, the legendary 1 ¼-mile race for 3-year-old Thoroughbreds is the oldest continuously held sporting event in North America and the first leg of horse racing’s challenging Triple Crown series. The Kentucky Derby is often called “The Run for the Roses,” “The Most Exciting Two Minutes in Sports” and “America’s Race” and typically attracts a crowd in excess of 150,000. Last year, an unprecedented 165,307 were in attendance, which broke the 2011 record of 164,858.

In recent decades, the day prior to the Kentucky Derby, known as Oaks Day, has grown to become the third largest attended horse race in America. This year’s crowd was 112,552, which marked the 12^th time in the last 13 years that attendance has topped 100,000. The highlight of the day is the Derby’s sister race, the $1 million Kentucky Oaks (Grade I) at 1 1/8 miles, which is the nation’s premier race for 3-year-old fillies. Its focus on fashion and celebrities rivals Derby Day and features a “Ladies First” theme, complete with a “Pink Out” to raise vital funds and awareness for cancer research.

About SME, Inc.

SME is an independent strategic branding, advertising, marketing and digital agency, specializing in connecting with audiences through powerful identity development, digital strategy, advertising and social media engagement. SME’s client list includes some of the leading brands in global sports including the New York Yankees, Pac-12, NASCAR, Miami Marlins among many others.

About Churchill Downs Racetrack

Churchill Downs, the world’s most legendary racetrack, has conducted Thoroughbred racing and presented America’s greatest race, the Kentucky Derby, continuously since 1875. Located in Louisville, the flagship racetrack of Churchill Downs Incorporated (NASDAQ: CHDN) also operates Trackside at Churchill Downs, which offers year-round simulcast wagering at the historic track. Churchill Downs will conduct the 139^th running of the Kentucky Derby on May 4, 2013, and its 2012 Fall Meet is scheduled for Oct. 28-Nov. 25. The track has hosted the Breeders’ Cup World Championships a record eight times. Information about Churchill Downs can be found on the Internet at www.ChurchillDowns.com.

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