New Look Logo’s for Kentucky Derby and Oaks
Race organizers are already planning for the 2017 Kentucky Derby. The official logo for the 143rd Kentucky Derby, along with the Kentucky Oaks, were unveiled June 18 between races on Saturday nights “Downs After Dark” racing event.
The new Kentucky Derby logo features a horse and jockey charging from the starting gate surrounded by a horseshoe retaining shape. The new logo has a more masculine font used for “Kentucky Derby” and is paired with the icon to represent the “power and beauty of the thoroughbred.” A mixture of sky and navy blue colors complete the refined look and logo.
SME, a New York-based marketing agency developed the logos for the 11th straight year.
“For the 143 event logo, we explored several graphic paths to capture a moment in time and that special feeling people get when they attend the Kentucky Derby,” said Ed O’Hara, President and Chief Creative Officer at SME. “For this year’s mark, we feature a horse and jockey charging from the starting gate to capture not only that moment of pure anticipation, but also to celebrate the sheer beauty of the thoroughbred.”
The Kentucky Oaks logo will continue to use the iconic “pink out” colors as their commitment to raise awareness about breast cancer and ovarian health. The 143 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 logos are used for a variety of Kentucky Derby and Oaks merchandise, glassware, jewelry and other collectibles and gift items. Men’s and women’s T-shirts featuring the logo are available now at KentuckyDerbyStore.com.
The 143rd running of the Kentucky Oaks and Kentucky Derby will take place May 5 and 6, 2017.