Churchill unveils logos for 141st runnings of the Kentucky Derby and Oaks

Last updated: 9/7/14 5:10 PM

Churchill unveils logos for 141st runnings of the Kentucky
Derby and Oaks

Churchill Downs Racetrack
on Saturday unveiled the official logos
for Kentucky Derby 141 and
Kentucky Oaks 141
while at the same time introducing a selection of
officially licensed apparel featuring the new marks that are now available for
purchase online at
KentuckyDerbyStore.com.

The Kentucky Derby 141 logo embraces the iconic Twin Spires
as the symbol of the unique pedigree of the race and uses a mint and violet
palette that is inspired by the vibrancy of spring and incorporates the new
fashion color trends forecasted for 2015. The illuminated stained glass sky
behind the spires embodies the permanence and lofty status of this great
American tradition.

The Kentucky Oaks 141 logo represents a continuation of the
stylized horseshoe imagery introduced last year that features the stargazer lily
and the number of years the race has been run. The use of pink in the design
reflects the Oaks Day “Pink Out” theme and Churchill Downs’ continued commitment
to generate awareness regarding breast and ovarian cancer education.

Both logos were designed by SME, a New York-based marketing
agency that has developed the official Derby and Oaks marks
since 2007.

The introduction of the new official logos corresponds with
the start of the 2015 Road to the Kentucky Derby, a points-based series of
qualifying stakes races that begins at Churchill Downs with the 33rd running of
the Grade 3, $100,000 Iroquois for two-year olds.

“Each running of the Kentucky Derby represents a unique
moment in the sporting calendar and thus, it is important to keep giving Derby
fans something new and exciting to look forward to each year,” said Ed O’Hara,
senior partner at New York-based SME, “The ‘stained glass’ treatment is a fresh
and exciting approach to the Derby brand yet still maintains the aspiration and
class that the event is built on.”

The Derby and Oaks 141 marks will be used
across a wide variety of merchandise, apparel and licensing opportunities. A
complete line of lifestyle apparel for men, women, and children, as well as a
host of Kentucky Derby collectables, jewelry and gift items, including the
iconic silver Kentucky Derby Mint Julep cup and glassware, will be introduced
throughout the fall in time for the holiday season.

In addition to
KentuckyDerbyStore.com, official Churchill Downs and Kentucky Derby
merchandise is on sale at the Churchill Downs Store and the Kentucky Derby
Museum Gift Shop, as well as the Churchill Downs Store located inside the
Louisville International Airport, and other select retail locations.

The $2 million Kentucky Derby 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-olds is the oldest continuously held major sporting event in
North America and the first leg of horse racing’s challenging Triple Crown
series.

Over the years, the Kentucky Derby is often referred to as the “The Run
for the Roses,” “The Most Exciting Two Minutes in Sports” and “America’s Race.”
In 2014, 164,906 fans attended the Kentucky Derby, nearly surpassing the record
attendance of 165,307 set in 2012.

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 of 113,071 marked the 14th time in the last 15 years
that attendance has topped 100,000.

The highlight of the day is the Derby’s
sister race, the $1 million Kentucky Oaks at 1 1/8 miles,
which is the nation’s most lucrative race for three-year-old fillies. As
with the Kentucky Derby, its focus on fashion and celebrities rivals Derby Day
and features a “Pink Out” theme that encourages all guests to incorporate pink
into their wardrobe.

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