Churchill Downs Launches Logo for Kentucky Derby 149

Excitement for the 149th running of the Kentucky Derby builds as Churchill Downs unveiled the official logo that will represent the Run for the Roses in 2023. Designed and developed by SME, the newest logo for the longest continually-running sports event in the U.S. evokes an immediate sense of heritage and longevity with graphics established within a strong shield outline and returning to the Derby’s iconic color palette of red, black, gold and white. 

Traditionally, the Kentucky Derby logo each year is designed to pay homage to a recognizable piece of imagery associated with the Most Exciting Two Minutes in Sports or to commemorate something of historical significance related to the legendary race. The 149th Kentucky Derby Event Mark is no exception featuring design details that celebrate the 50th anniversary of Secretariat’s Kentucky Derby win, and ultimate Triple Crown victory in 1973. The diamonds at the base of the shield are a tribute to Secretariat’s famed checkered silks and the number of diamonds represented in the logo symbolize the 13 Thoroughbred Triple Crown victors.

In addition to the essential function for visual branding year after year, the logo is licensed for use on a wide variety of Kentucky Derby merchandise, gifts and commemorative items. Perhaps the most recognizable annual collectible is the traditional Julep glass. The glassware for Derby 149 incorporates the diamond theme from the official logo in a nod to the great Secretariat and features additional art that inspires movement, speed, focus and strength by highlighting the athletes of Thoroughbred racing. In keeping with tradition of year’s past, the Julep glass for 2023 will once again memorialize all past Kentucky Derby winners and denote Triple Crown winners.  

With next year’s logo revealed, there is no time to waste in securing your official Kentucky Derby merchandise and purchasing tickets for The Greatest Race. Surprise a loved one or treat yourself to the time of your life on the first Saturday in May! 

The 149th running of the Kentucky Derby presented by Woodford Reserve will take place on May 6, 2023.

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