SME was hired to develop branding for the 135th anniversary of the Kentucky Derby and companion event the Kentucky Oaks. They created a symbolic golden horseshoe mark framing "135" and "Kentucky Derby" to represent the event's history and tradition. They also designed a complementary pink horseshoe mark for the Kentucky Oaks featuring a pink lily. The identity system conveys the prestige of horse racing and tradition of the events.

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