The brief for the 148th Run for the Roses was to embrace the brand's three core attributes - Sophisticated Luxury, Contagious Excitement, and Historic Americana. Multiple logo concepts were explored, but at the heart of them all was the idea of visualizing the 'Magic of Derby Day'. The winning design depicts the fan's first visual touchpoint as they enter historic Churchill Downs, the iconic Twin Spires. They are the focal point of the mark, cleanly placed within a roundel and split by a draped 148 which is a nod to the bed of roses that adorn the winning horse. The resulting icon is paired with a celebratory Kentucky Derby typeface to complete the mark. Derby Day is always magical, which proved to be the case again this year, with longshot thoroughbred Rich Strike, defying the odds and taking home the crown. The unlikely champion ensuring that this mark will help serve as another iconic moment in Churchill Downs history.
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Creative Director: Jason Vogel
Brand Identity, Brand Standards Guide
