Kentucky Derby, Oaks 142 logos unveiled

Churchill Downs on Tuesday unveiled the official logos for the 2016 Kentucky
Derby (G1) and Kentucky Oaks (G1). The logos were designed by SME, a New York-based
marketing agency that has developed the official Derby and Oaks marks since
2007. The 142nd running of the Kentucky Oaks and the Kentucky Derby will take
place on May 6 and 7, 2016, respectively.

For the Kentucky Derby 142 logo, Churchill Downs and SME chose a
1920s-inspired design to evoke the glamour of Derby’s past and present and
capture the mystique of winning America’s Greatest Race. The simple identity of
the jockey silks icon around the horseshoe rose and numeral 142 offers classic
sophistication. The font chosen for the word “Kentucky” is reminiscent of movie
title cards from the 1920s to reinforce the vintage look. The more contemporary
font used for the word “Derby” provides balance to the composition and completes
the logo. For the 142 event mark, a traditional color palette in classic Derby
red and gold is accentuated with an energetic forest green and a strong
foundational charcoal gray.

The Kentucky Oaks 142 logo continues the horseshoe imagery established two
years ago 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.

The logos will be used on a wide variety of Kentucky Derby and Oaks
merchandise, including apparel for the whole family, the iconic silver Mint
Julep cups, glassware, jewelry and other collectibles and gift items. Women’s
and men’s T-shirts featuring the logo are available now at
KentuckyDerbyStore.com.
Additional official merchandise will be available online, at Churchill Downs,
the Louisville International Airport, the Kentucky Derby Museum Gift Shop and
other retail outlets in time for the holidays.