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The stories you tell happen here.

2016

BRAND IDENTITY

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Colors 3

Corporate Logo 7

Other Festival Logos 8

Typefaces 15

Elements of Brand Identity 16

Brand Ads 18

Guidelines for Digital 20

Table of Contents

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Pantone 1655

Pantone 5483 62 / 0 / 21 / 31 Pantone 7408 0 / 25 / 95 / 0

Color Palette

Primary Colors

Secondary Colors

Pantone 576 Pantone 227

Pantone 276

Font Colors

White / Paper Black

0 / 63 / 91 / 0 49 / 0 / 100 / 39 0 / 100 / 7 / 19

100 / 100 / 0 / 58

Colors

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GradientsGradients 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

Colors

Radial Gradient:PMS 7408 100% - PMS 7408 20%Location: 73.07

Event Name GradientThe 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.

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KDF Event Color DirectoryEvent Color

KDF Generic Pink - PMS 227Academic Challenge Green - PMS 576$1 Million Dollar Hole-in-One Contest Green - PMS 576Basketball Classic Orange - PMS 1655BeerFest Green - PMS 576 Celebrity Day at the Downs Orange - PMS 1655Children’s Tea w/ the Princesses Pink - PMS 227Chow Wagon Green - PMS 576Fest-a-Ville Green - PMS 576Festival Unveiled Orange - PMS 1655GospelFest Pink - PMS 227Great BalloonFest Orange - PMS 1655Great Bed Races Green - PMS 576Great Steamboat Race Green - PMS 576HealthFair Pink - PMS 227Texas Ho Ho Hold ’Em Tournament Green - PMS 576Marathon/miniMarathon Blue - PMS 298Merchandise Pink - PMS 227Night of the Future Stars Orange - PMS 1655Parade Preview Party Pink - PMS 227Pegasus Parade Pink - PMS 227Pegasus Pins Orange - PMS 1655Pro-Am Golf Tournament Green - PMS 576 Royal Court Pink - PMS 227Running Wild Expo Orange - PMS 1655Spelling Bee Orange - PMS 1655Spring Fashion Show Pink - PMS 227Student Art Contest Pink - PMS 227Texas Hold ’Em Tournament Green - PMS 576They’re Off! Luncheon Green - PMS 576Thorobreds Purple - PMS 276Thunder Over Louisville Green - PMS 576Thunder Preview Party Green - PMS 576Thunder Insider Green - PMS 576Tour de Lou Orange - PMS 1655Training Program Blue - PMS 298WineFest Pink - PMS 227Zumba Orange - PMS 1655

Event Colors

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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:

Corporate Logo

Stock Yards Bank & Trust Company

$1 MILLION DOLLAR HOLE-IN-ONE GOLF CONTESTSM

The stories you tell happen here.

Thor

nton

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GREA

T BE

D RA

CES®

The stories you tell happen here.

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Official Sponsor Logo

Official Product Logo Official Event Logo

Foundation Corporate Logo

Thorobreds Corporate Logo

Other Festival Logos

Pantone 5483 Pantone 7408

WHITE

BLACK

Pantone 5483 Pantone 7408

WHITE

BLACK

Pantone 7408 WHITEBLACK Pantone 7408

Pantone 7676 Pantone 7408

WHITE

BLACK

Pantone 5483 Pantone 7408

WHITE

BLACK

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Fest-a-VilleSM Logo

Thunder Logo

Other Festival Logos

Pantone 5483 Pantone 7408 BLACKPantone 7691

Pantone 638 Pantone 715 Pantone 1655

Pantone 7741 Pantone 368 Pantone 7408

Pantone 803 Pantone 1797

BLACK

Pantone 715 Pantone 141

WHITE

BLACKPantone 1375 Pantone 1788

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Pantone 1375 0 / 48 / 100 / 0 Pantone 158 0 / 72 / 100 / 0

Color Palette

Primary Colors

Pantone 298 70 / 15 / 0 / 0 Pantone 7691 89 / 43 / 0 / 29

Marathon Logo Colors

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miniMarathon Logo

Marathon Logo

Marathon/miniMarathon Logo

Other Festival Logos

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miniMarathon Logo with Sponsors

Marathon Logo with Sponsors

Marathon/miniMarathon Logo with Sponsors

Other Festival Logos

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mini/Marathon Official Race Ambassador Logo with Sponsors

mini/Marathon Official Charity Logo with Sponsors

OFFICIAL RACE AMBASSADOR

Other Festival Logos

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mini/Marathon Team Challenge Logos

Other Festival Logos

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mini/Marathon Team Relay Logos

Other Festival Logos

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miniFun Run Logos

Other Festival Logos

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Headlines / Body CopyTRADE GOTHIC - CONDENSED NO. 18A B C D E F G H I J K L M N O P Q R S T U V W X Y Za b c d e f g h i j k l m n o p q r s t u v w x y z1 2 3 4 5 6 7 8 9 0

BOLD CONDENSED NO. 20A B C D E F G H I J K L M N O P Q R S T U V W X Y Za b c d e f g h i j k l m n o p q r s t u v w x y z1 2 3 4 5 6 7 8 9 0

TRADE GOTHIC - CONDENSED NO. 18 OBLIQUEA B C D E F G H I J K L M N O P Q R S T U V W X Y Za b c d e f g h i j k l m n o p q r s t u v w x y z1 2 3 4 5 6 7 8 9 0

BOLD CONDENSED NO. 20 OBLIQUEA B C D E F G H I J K L M N O P Q R S T U V W X Y Za b c d e f g h i j k l m n o p q r s t u v w x y z1 2 3 4 5 6 7 8 9 0

Call-Out Text / Website & HashtagAACHEN BOLDABCDEFGHIJKLMNOPQRSTUVWXYZa b c d e f g h i j k l m n o p q r s t u v w x y z1 2 3 4 5 6 7 8 9 0

HashtagITC Motter Corpus MM #

TaglineMathilde 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 Za b c d e f g h i j k l m n o p q r s t u v w x y z1 2 3 4 5 6 7 8 9 0

Typefaces

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TRADEMARKS AND TRADE NAMESThe 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 ContestSM

Academic ChallengeSM

Chow Wagon®

Derby Burger®

Derby Eve Jam®

Derby Festival®

Fest-a-VilleSM

Great Balloon Race®

Great BalloonFestSM

miniFun RunSM

miniMarathon®

Night of the Future Stars®

Pegasus Pin®

Pegasus®

Ramble for the Roses®

Royal Court®

Running Wild®

Spring Fashion ShowSM

They’re Off!®

Thorobred®

Thunder Over Louisville®

Tour de LouSM

NOTE: Pegasus Parade is not federally registered. When referring to this event, the ® should always appear behindthe 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

Elements of Brand Identity

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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.

Brand Ads

SPONSORED BY CONTRIBUTING SPONSORS MEDIA SPONSORS

FREE ADMISSION with a 2016 Basketball Classic ticket (starting at $13) Meet the nation’s top college recruits

2-on-2 Tournament | 3-Point Competition | Dunk Contest | Autograph Session

TICKETS AT TICKETMASTER.COM • #KDF2016

Next year’s big thing before he’s one and done, baby!

Your search is over. Let your story begin.

Horseshoe Foundation

NIGHT OF THE FUTURE STARS®

Friday, April 14 | 7 PM | New Albany High SchoolThe stories you tell happen here.

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.

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. Let your story begin.’

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Your search is over. Let your story begin.

Run through downtown Louisville, Churchill Downs, and the nation’s largest Victorian neighborhood. The sooner you register, the more you save.

DERBYFESTIVALMARATHON.COM • #KDFMARATHON

17,000 crazed lunatics who get me.

MARATHON/miniMARATHON®

Presented By Walmart & HumanaSaturday, April 30 | 7:30 AM

PRESENTED BY

®

CONTRIBUTING SPONSORS OFFICIAL PACE CAR

SUPPORTING SPONSOR®

The stories you tell happen here.

Event Logo placed at the bottom over white to the left of the sponsor logos.

Brand Ads

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.

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. Let your story begin.’

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.

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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.

KDF Event Hashtag Directory

Event Hashtag

Marathon/miniMarathon #KDFMARATHON

Pegasus Pins #PEGASUSPIN

Thunder Over Louisville #THUNDEROVERLOUISVILLE

All other KDF events #KDF2016

Websites: On creative pieces, the KDF websites should consistently be listed without the “www.” tag.

KDF.ORGDERBYFESTIVALMARATHON.COMPEGASUSPINS.COMTHUNDEROVERLOUISVILLE.ORG

DERBYFESTIVALMARATHON.COM • #KDFMARATHON

Guidelines for Digital

TICKETS AT TICKETMASTER.COM • #KDF2016

KDF.ORG • #KDF2016

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The stories you tell happen here.

KDF.ORG

DERBYFESTIVALMARATHON.COM

PEGASUSPINS.COM

THUNDEROVERLOUISVILLE.ORG