The official event logos for Kentucky Derby 140 and Kentucky Oaks 140 were released Friday (Sept. 6) by Churchill Downs Racetrack, and officially licensed apparel featuring the new marks are now available for purchase online at www.KentuckyDerbyStore.com.
Both logos were designed by SME for the sixth consecutive year. For this special anniversary year, SME took inspiration from the faceted, brilliant nature of jewels and gemstones to treat the ‘140’ year. The treatment also references the decorative styling of jockey silks, enabling SME to deliver an identity that pays homage to both the traditions and pedigree of these iconic brands. Maintaining the unique Kentucky Derby and Kentucky Oaks’ color palettes, and evergreen brand marks of the rose and stargazer lily respectively, allows both events to promote and differentiate their distinct identities.
“The 140th runnings of the Kentucky Derby Presented by Yum! Brands and Longines Kentucky Oaks present a return to the traditions that make these events such a treasured part of our national pastimes,” said Edward O’Hara, Chief Creative Officer and Senior Partner of New York-based SME. “Classic retaining shapes and flowing banners of red and pink pay homage to the timeless and almost patriotic nature of these beloved races.”
The Kentucky Derby and Kentucky Oaks 140 marks will be applied across a variety of merchandise and licensing opportunities. The 2014 merchandise mix at www.KentuckyDerbyStore.com will feature event and lifestyle apparel for men, women, children and pets. Other collectables, additional apparel and gift items, including the popular collectable Kentucky Derby mint julep glassware, are scheduled for release later this fall prior to the holiday season.
Official Churchill Downs and Kentucky Derby merchandise is on sale at the Churchill Downs Store and the Kentucky Derby Museum Gift Shop. Merchandise also is available at the Churchill Downs Store located inside the Louisville International Airport, and other select retail locations.
Churchill Downs will host a 2014 Kentucky Derby Merchandise Licensing Show for retailers in November. Retailers and media are invited to attend the preview and can call (502) 635-4642 for more information.
Media outlets may obtain high-resolution copies of the Kentucky Derby 140 and Kentucky Oaks 140 logos for editorial use by logging on to www.CDILogos.com and submitting an online request form.
The $2 million Kentucky Derby Presented by Yum! Brands (Grade I) is annually staged on the first Saturday in May at historic Churchill Downs in Louisville, Ky. Inaugurated in 1875, the legendary 1 ¼-mile race for 3-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 Most Exciting Two Minutes in Sports” and “America’s Race” and typically attracts a crowd in excess of 150,000. In 2012, an unprecedented 165,307 were in attendance. A crowd of 151,616 endured inclement weather this year.
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 was 113,820, which marked the 13th time in the last 14 years that attendance has topped 100,000. The highlight of the day is the Derby’s sister race, the $1 million Longines Kentucky Oaks (Grade I) at 1 1/8 miles, which is the nation’s premier race for 3-year-old fillies. Its focus on fashion and celebrities rivals Derby Day and features a “Ladies First” theme. All patrons are encouraged participate in the traditional “Pink Out” and incorporate pink into their wardrobe.
About SME, Inc.
SME is an independent strategic branding, advertising, marketing and digital agency, specializing in connecting with audiences through powerful identity development, digital strategy, advertising and social media engagement. SME’s client list includes some of the leading brands in global sports including the New York Yankees, Pac-12, NASCAR, Miami Marlins and many more.
About Churchill Downs Racetrack
Churchill Downs, the world’s most legendary racetrack, has conducted Thoroughbred racing and presented America’s greatest race, the Kentucky Derby, continuously since 1875. Located in Louisville, the flagship racetrack of Churchill Downs Incorporated (NASDAQ: CHDN) also operates Trackside at Churchill Downs, which offers year-round simulcast wagering at the historic track. Churchill Downs will conduct the 140th running of the Kentucky Derby Presented by Yum! Brands on May 3, 2014, and has two more racing meets in 2013: the first September Meet scheduled for Sept. 6-29 and its Fall Meet, which runs from Oct. 27-Nov. 30. The track has hosted the Breeders’ Cup World Championships a record eight times. Information about Churchill Downs can be found on the Internet at www.ChurchillDowns.com.