O B J E C T I V E S

The Kentucky Derby at Churchill Downs is celebrating its 135thAnniversary in 2009. SME was retained to develop the brandidentity system that captures the iconic stature of the event, as well as this impressive milestone. The agency was also enlistedto create a complementary 135th anniversary mark for its companion event, the Kentucky Oaks. These marks will bedisplayed in and around all expressions of the event and onoffi cially licensed merchandise, including apparel, gifts, tickets,and collectibles.

S O L U T I O N

To creatively express this milestone, SME created a symbolichorseshoe with sleek golden sides that frame a bold “135” andprominent “Kentucky Derby”. The mark is anchored by a smartly stylised red rose, and represents the history and tradition of the “Run for the Roses”. The words “Churchill Downs” and “May 2, 2009” are locked up beneath the horseshoe icon. The golden horseshoe is also a design element featured in The Kentucky Oaks event mark, thus tying the two events together. This horse-shoe, with a vibrant pink stargazer lily emerging from its enter,sits atop bright pink and gold copy that reads “Kentucky Oaks135” and “Churchill Downs - May 1, 2009.”

R E S U LT S

SME also developed non-dated versions of the two event logosas a part of a larger, long-term retail licensing strategy. Overall,the entire identity system conveys premium horse racing and asense of timeless tradition – exactly what the Derby stands for.

S E R V I C E S

• Event Mark System Design• Non-Dated Mark Design• Brand Standards Guide

Contact: Fred Popp | SME Europe | t: +44 (0)7588 663528 | e: fspopp@smebranding.com