The stories you tell happen here. 2017 BRAND IDENTITY 1
Table of Contents Colors 3 Corporate Logo 6 Other Festival Logos 8 Typefaces 16 Elements of Brand Identity 17 Brand Ads 18 Guidelines for Digital 20 2
Colors Color Palette Primary Colors Pantone 5483 62 / 0 / 21 / 31 Pantone 7408 0 / 25 / 95 / 0 Secondary Colors Pantone 1655 Pantone 576 Pantone 227 0 / 63 / 91 / 0 49 / 0 / 100 / 39 0 / 100 / 7 / 19 Font Colors Pantone 276 White / Paper Black 100 / 100 / 0 / 58 3
Colors Event Name Gradient The gradient below is used for the Event Name information on collateral. It can also be used as a background color on other elements to enhance a layout. Radial Gradient: PMS 7408 100% - PMS 7408 20% Location: 73.07 Gradients Gradients can also be used as a background color on other elements to enhance a layout. Radial Gradient: PMS 227 100% - PMS 227 60% Location: 50 Radial Gradient: PMS 1655 100% - PMS 1655 70% Location: 34.06 Radial Gradient: PMS 576 100% - PMS 576 60% Location: 50 Radial Gradient: PMS 276 100% - PMS 276 60% Location: 34.06 4
Event Colors Event KDF Event Color Directory Color KDF Generic Pink - PMS 227 Academic Challenge Green - PMS 576 $1 Million Dollar Hole-in-One Contest Green - PMS 576 Basketball Classic Orange - PMS 1655 BeerFest Green - PMS 576 BourbonVille Orange - PMS 1655 Celebrity Day at the Downs Orange - PMS 1655 Children s Tea w/ the Princesses Pink - PMS 227 Chow Wagon Green - PMS 576 Fest-a-Ville Green - PMS 576 Festival Unveiled Orange - PMS 1655 GospelFest Pink - PMS 227 Great BalloonFest Orange - PMS 1655 Great Bed Races Green - PMS 576 Great Steamboat Race Green - PMS 576 HealthFair Pink - PMS 227 Healthy Kid s Day/miniFun Run Orange - PMS 1655 Texas Ho Ho Hold Em Tournament Green - PMS 576 Marathon/miniMarathon Blue - PMS 298 Merchandise Pink - PMS 227 Night of the Future Stars Orange - PMS 1655 Parade Preview Party Pink - PMS 227 Pegasus Parade Pink - PMS 227 Pegasus Pins Orange - PMS 1655 Pro-Am Golf Tournament Green - PMS 576 RoboRumble Green - PMS 576 Royal Court Pink - PMS 227 Running Wild Expo Orange - PMS 1655 Spelling Bee Orange - PMS 1655 Spring Fashion Show Pink - PMS 227 Student Art Contest Pink - PMS 227 Texas Hold Em Tournament Green - PMS 576 They re Off! Luncheon Green - PMS 576 Thorobreds Purple - PMS 276 Thunder Over Louisville Green - PMS 576 Thunder Preview Party Green - PMS 576 Thunder Insider Green - PMS 576 Tour de Lou Orange - PMS 1655 Training Program Blue - PMS 298 WineFest Pink - PMS 227 Zumba Orange - PMS 1655 5
Corporate Logo KDF or KDF Foundation logo is located on the left or at the top of the yellow gradient bar. The tagline The stories you tell happen here. underneath the logo. There is a line to separate the logo & tagline and the Event Name - this line will be the event color. The event name will live on the right or down the side of the gradient bar. It will always include the sponsor name and event name. It can include, in smaller type, the date, time and location. See examples below: The stories you tell happen here. Stock Yards Bank & Trust Company $1 MILLION DOLLAR HOLE-IN-ONE GOLF CONTEST SM Official KDF Logo Vertical The stories you tell happen here. Thorntons GREAT BED RACES Pantone 5483 Pantone 7408 BLACK Pantone 5483 Pantone 7408 WHITE WHITE Official KDF Logo Horizontal Pantone 5483 Pantone 7408 BLACK WHITE Pantone 5483 Pantone 7408 WHITE 6
Other Festival Logos Official Sponsor Logo Foundation Corporate Logo Pantone 5483 Pantone 7408 BLACK Pantone 7676 Pantone 7408 BLACK WHITE WHITE Official Product Logo Official Event Logo Pantone 5483 Pantone 7408 BLACK Pantone 5483 Pantone 7408 BLACK WHITE WHITE Thorobreds Corporate Logo BLACK Pantone 7408 WHITE Pantone 7408 7
Other Festival Logos Fest-a-Ville SM Logo Pantone 5483 Pantone 7408 Pantone 7691 BLACK Pantone 638 Pantone 715 Pantone 1655 Pantone 7741 Pantone 368 Pantone 7408 Thunder Logo Pantone 1375 Pantone 1788 BLACK Pantone 803 Pantone 1797 Pantone 715 Pantone 141 BLACK WHITE 8
Marathon Logo Colors Color Palette Primary Colors Pantone 1375 0 / 48 / 100 / 0 Pantone 158 0 / 72 / 100 / 0 Pantone 298 70 / 15 / 0 / 0 Pantone 7691 89 / 43 / 0 / 29 9
Other Festival Logos minimarathon Logo Marathon Logo Marathon/miniMarathon Logo 10
Other Festival Logos minimarathon Logo with Sponsors Marathon Logo with Sponsors Marathon/miniMarathon Logo with Sponsors Marathon/miniMarathon Logo with Sponsors listed horizontally 11
Other Festival Logos mini/marathon Official Race Ambassador Logo with Sponsors OFFICIAL RACE AMBASSADOR mini/marathon Official Charity Logo with Sponsors 12
Other Festival Logos mini/marathon Team Challenge Logos 13
Other Festival Logos mini/marathon Team Relay Logos 14
Other Festival Logos minifun Run Logos 15
Typefaces Headlines / Body Copy TRADE GOTHIC - CONDENSED NO. 18 A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0 BOLD CONDENSED NO. 20 A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0 TRADE GOTHIC - CONDENSED NO. 18 OBLIQUE A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0 BOLD CONDENSED NO. 20 OBLIQUE A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0 Call-Out Text / Website & Hashtag AACHEN BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ a b c d e f g h i j k l m n o p q r s t u v w x y z 1234567890 Hashtag ITC Motter Corpus MM # Tagline Mathilde A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0 16
Elements of Brand Identity TRADEMARKS AND TRADE NAMES The following events (and slogans) have federally registered trademarks and, therefore, you should depict the when referring to these events. On the first mention of a registered term, we should include the mark. We are not required to include it thereafter: $1 Million Dollar Hole-in-One Golf Contest SM Academic Challenge SM BourbonVille SM Chow Wagon Derby Burger Derby Eve Jam Derby Festival Fest-a-Ville SM GospelFest SM Great Balloon Race Great BalloonFest SM minifun Run SM minimarathon Night of the Future Stars Pegasus Pin Pegasus Ramble for the Roses Royal Court Running Wild Spring Fashion Show SM They re Off! Thorobred Thunder Over Louisville Tour de Lou SM NOTE: Pegasus Parade is not federally registered. When referring to this event, the should always appear behind the word Pegasus as opposed to Parade : Pegasus Parade. On the first mention of a registered/trademarked item, include the appropriate mark. Following the first mention, the mark is not required. NOTE: -Pegasus Pins (plural) is not registered and needs no marks. -Pegasus Pin (singular) is registered and gets the mark after Pin -Pegasus (with registration mark) is used only in reference to the Pegasus Parade 17
Brand Ads The search bar will be located in a prominent place over the image. It will relate to the image and event. Pro-level talent at amater prices. Event image should be the largest part of the ad. It should relate the search bar question and be from the previous year s event. The color bar will be located at the top of the event name bar or at the bottom of the image in a color bar that is the length of the piece. It will always say Your search is over. The stories you tell happen here. See the nation s top recruits in the nation s oldest high school all-star basketball tournament. your Basketball Classic ticket includes FREE admission to the Horseshoe Foundation Night of the Future Stars on April 13. TICKETS AT TICKETMASTER.COM KDF.ORG #KDF2017 Your search is over. BASKETBALL CLASSIC Presented by Papa John s Friday, April 13 7 PM Freedom Hall PRESENTED BY CONTRIBUTING SPONSOR MEDIA SPONSORS KDF or KDF Foundation logo is located on the left or at the top of the yellow gradient bar. The tagline The stories you tell happen here. underneath the logo. There is a line to separate the logo & tagline and the Event Name - this line will be the event color. The event name will live on the right or down the side of the gradient bar. It will always include the sponsor name and event name. It can include, in smaller type, the date, time and location. The body copy will be located under the image and event name bar. The website (CTA) and hashtag with social media icons will be located under the copy or event name (above the sponsor logos). The website and hashtag font will be the event color - to match the line in the event name bar. The sponsor logos will live at the bottom of the piece on white. 18
Brand Ads Event image should be the largest part of the ad. It should relate the search bar question and be from the previous year s event. The search bar will be located in a prominent place over the image. It will relate to the image and event. Spirits that can t be dampened The color bar will be located at the top of the event name bar or at the bottom of the image in a color bar that is the length of the piece. It will always say Your search is over. Your search is over. The stories you tell happen here. MARATHON minimarathon Presented by Walmart & Humana Saturday, April 29 7:30 AM Event Logo placed at the bottom over white to the left of the sponsor logos. Get ready for some ON-FOOT EXPLORATION of LOUISVILLE, KY. See the Derby city like you ve never seen it before! The sooner you register, the more you save. DERBYFESTIVALMARATHON.COM #KDFMARATHON PRESENTED BY MEDICAL PROVIDER & TRAINING PARTNER CONTRIBUTING SPONSORS RACE EXPO AND PACKET PICK-UP SPONSOR RUNNING WILD PASTA PARTY SPONSOR KDF or KDF Foundation logo is located on the left or at the top of the yellow gradient bar. The tagline The stories you tell happen here. underneath the logo. There is a line to separate the logo & tagline and the Event Name - this line will be the event color. The event name will live on the right or down the side of the gradient bar. It will always include the sponsor name and event name. It can include, in smaller type, the date, time and location. The body copy will be located under the image and event name bar. The website (CTA) and hashtag with social media icons will be located under the copy or event name (above the sponsor logos). The website and hashtag font will be the event color - to match the line in the event name bar. The sponsor logos will live at the bottom of the piece on white. 19
Guidelines for Digital Social Media Icons: The correct social media icons for Facebook, Twitter and Instagram are pictured below: They are a font = AWESOME FONT / Regular Hashtags: On any piece where the website is referenced, the relevant hashtag should also be included. The website and hashtag will be the event color, see list. Placement of the hashtag is before the social media icons, after the website site. The website, hashtag and social media icons are all the same size. This lockup should appear at the bottom of the body copy or event name, above sponsor logos. DERBYFESTIVALMARATHON.COM #KDFMARATHON TICKETS AT TICKETMASTER.COM #KDF2017 KDF.ORG #KDF2017 KDF Event Hashtag Directory Event Marathon/miniMarathon Pegasus Pins Thunder Over Louisville All other KDF events Hashtag #KDFMARATHON #PEGASUSPIN #THUNDEROVERLOUISVILLE #KDF2017 Websites: On creative pieces, the KDF websites should consistently be listed without the www. tag. KDF.ORG DERBYFESTIVALMARATHON.COM PEGASUSPINS.COM THUNDEROVERLOUISVILLE.ORG 20
KDF Copysheet Guidelines CALLS TO ACTION Make these as short as possible. Example: Tickets at KDF.ORG DATE TIME LOCATION Always list date, time, location in this format. DATE [DOUBLE SPACE] [DOUBLE SPACE] TIME [DOUBLE SPACE] [DOUBLE SPACE] LOCATION EVENT BAR SETUP LOGO: Kentucky Derby Festival SLOGAN: The stories you tell happen here. EVENT HEAD: MARATHON/miniMARATHON Presented by Walmart SM & Humana Saturday, April 30, 2016 7 AM Louisville, KY NOTE: If advertising out of market, make the location Louisville, KY. Otherwise, the location would be something like Kroger s Fest-a-Ville SM, Horseshoe Southern Indiana, Freedom Hall. Also, when Walmart SM and Humana are used in type, such as in the Event Bar, be sure to include the appropriate symbols by their name. EXCEPTIONS Every rule will have an exception. Be patient. FEST-A-VILLE LOGO For one-page executions, this logo will be placed at the bottom of the page, next to sponsor logos. LOGO: Kroger Fest-a-Ville SM Kentucky Derby Festival KENTUCKY DERBY FESTIVAL The words Kentucky Derby Festival must always be used together. Never say Derby Festival. The exception: DerbyFestivalMarathon.com. Festival may be used in place of Kentucky Derby Festival. Make sure the F is always capitalized. DESIGN: If the words Kentucky Derby Festival are broken from one line to another, the size of Festival must be equal to or larger than Derby. 21
KENTUCKY DERBY FESTIVAL FOUNDATION The Foundation is the charity arm of the Festival. The Foundation logo is used in place of the KDF logo for the following events/programs: Ho Ho Hold em Tournament Pro-Am Student Art Contest Thorobreds Fest-a-Vegas Night at Vincenzo s Academic Challenge RoboRumble MARATHON LOGO For one-page executions, this logo will be placed at the bottom of the page, next to sponsor logos. LOGO: 2016 Kentucky Derby Festival MARATHON/miniMARATHON Presented by Walmart SM Humana NOTE: In design, Walmart & Humana logo may break out from logo to ensure they are larger. minifun Run LOGO For one-page executions, this logo will be placed at the bottom of the page, next to sponsor logos. LOGO: 2016 Kentucky Derby Festival minifun RUN SM Presented by Humana SEARCH BAR CONCEPT WHEN TO USE IT All ad, flyers, and promotional posters (not souvenirs). SEARCH BAR SETUP SEARCH BAR HEADLINE: An extraordinary way to make a lasting impression SUBHEAD: Your search is over. NOTE: In the subject bar, capitalize the first letter of the sentence and do not use any punctuation. 22
SPONSORS Always list sponsors at the bottom of the document in the following format. Presenting and Title sponsors will always come first. LOGOS: SPONSORED BY (ALL CAPS) Sponsor A Sponsor B Sponsor C (LIST IN ABC ORDER TOUR DE LOU AND MARATHON ARE THE EXCEPTION) CONTRIBUTING SPONSORS (IF ONLY 1 SPONSOR, MAKE IT SINGULAR) Sponsor A Sponsor B Sponsor C TIMES Always type AM and PM. If times of are on the hour, do not use a colon. If times are all AM or all PM, only type PM once and in the second time mentioned. Examples: 5-7 PM 5-7:30 PM 11:30 AM - 5:00 PM THUNDER LOGO For one-page executions, this logo will be placed at the bottom of the page, next to sponsor logos. LOGO: Thunder Over Louisville Kentucky Derby Festival ALL CAPS These events below, use ALL CAPS as shown: minimarathon minifun RUN TOUR de LOU TRADEMARK SYMBOLS All trademark, service mark, and registered symbols must be used at least once on the logo AND the first time it s mentioned in text on every piece. Be sure to superscript it. $1 Million Dollar Hole-in-One Golf Contest SM (KDF has been lenient on shortening the name on this event) Academic Challenge SM BourbonVille SM 23
Children s Tea with the Princesses Chow Wagon Derby Eve Jam Fest-a-Ville SM GospelFest SM Great BalloonFest Great Balloon Race Kentucky Derby Festival Marathon/miniMarathon minifun Run SM Night of the Future Stars Pegasus Parade Pegasus Pin (Pegasus Pins is NOT registered) Royal Court Running Wild Spring Fashion Show SM Taste of Derby Festival They re Off! Luncheon Thorobred Thunder Over Louisville Tour de Lou SM YEAR WHEN TO INCLUDE IT ON EVENT HEADLINES From now until December 31, 2016, include the year (2016 or 2017) on every single piece. During 2017, don t include the year on ads, postcards, flyers, or anything that might not be considered a souvenir or memorabilia, such as event programs. 24
The stories you tell happen here. KDF.ORG DERBYFESTIVALMARATHON.COM PEGASUSPINS.COM THUNDEROVERLOUISVILLE.ORG 25