Churchill unveils logos for 138th Derby and Oaks

The

official event logos for Kentucky Derby 138 and Kentucky Oaks 138 were

released Monday by Churchill Downs, and officially licensed apparel and gift

items featuring the new marks are now available for purchase online through

www.KentuckyDerbyStore.com.

"The 138 suite of marks sees a return to the classic, traditional looks that

have become synonymous with the Derby and Oaks," said Edward O'Hara, chief

creative officer and senior partner of the New York-based SME Branding, who has

designed the Kentucky Derby and Oaks event and brand marks since 2009. "It is

exciting to work with Churchill Downs each year in producing these marks, giving

fans something new, exciting and unexpected each year."

For the third consecutive year, Churchill Downs will incorporate a second set

of marks for the Kentucky Derby and Kentucky Oaks that will be applied in the

merchandise mix. The secondary mark for Kentucky Derby 138 offers a softer

aesthetic that focuses on the red rose and anniversary year. The Oaks secondary

mark features the pink stargazer lily.

The $2 million Kentucky Derby (G1) is annually staged on the first Saturday

in May at historic Churchill Downs in Louisville, Kentucky. Inaugurated in 1875,

the legendary 1 1/4-mile race for three-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 Greatest Two Minutes in Sports" and "America's

Race" and typically attracts a crowd in excess of 150,000. Last year, an

unprecedented 164,858 was in attendance, which smashed the former record of

163,628 set in 1974 during the Derby's 100th anniversary.

In recent decades, the day prior to the Kentucky Derby, known as Oaks Day,

has grown to become the second largest attended horse race in America. This

year's crowd was 110,122, which marked the 11th time in the last 12 years that

attendance has topped 100,000. The highlight of the day is the Derby's sister

race, the $1 million Kentucky Oaks (G1) at 1 1/8 miles, which is the nation's

premier race for three-year-old fillies. Its focus on fashion and celebrities

rivals Derby Day and now features a "Ladies First" theme, complete with a "Pink

Out" to raise awareness and funds for breast cancer in partnership with Susan G.

Komen for the Cure.