2017 brand identity...brand ads kdf or kdf foundation logo is located on the left or at the top of...

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The stories you tell happen here.

2017

BRAND IDENTITY

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Colors 3

Corporate Logo 6

Other Festival Logos 8

Typefaces 16

Elements of Brand Identity 17

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


Colors


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 ColorKDF 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 BourbonVille Orange - PMS 1655Celebrity 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 227Healthy Kid’s Day/miniFun Run Orange - PMS 1655Texas 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 RoboRumble Green - PMS 576Royal 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


Thor

nton

s

GREA

T BE

D RA

CES®


Official KDF Logo Vertical


WHITE

BLACK Pantone 5483 Pantone 7408

WHITE

Official KDF Logo Horizontal


WHITE

BLACK


WHITE

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Official Sponsor Logo

Official Product Logo Official Event Logo

Foundation Corporate Logo

Thorobreds Corporate Logo

Other Festival Logos


WHITE

BLACK


WHITE

BLACK

Pantone 7408 WHITEBLACK Pantone 7408


WHITE

BLACK


WHITE

BLACK

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Fest-a-VilleSM Logo

Thunder Logo


Pantone 5483 Pantone 7408 BLACKPantone 7691

Pantone 638 Pantone 715 Pantone 1655

Pantone 7741 Pantone 368 Pantone 7408


BLACK


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


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miniMarathon Logo with Sponsors

Marathon Logo with Sponsors

Marathon/miniMarathon Logo with Sponsors

Marathon/miniMarathon Logo with Sponsors listed horizontally

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mini/Marathon Official Race Ambassador Logo with Sponsors

mini/Marathon Official Charity Logo with Sponsors

OFFICIAL RACE AMBASSADOR


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mini/Marathon Team Challenge Logos


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mini/Marathon Team Relay Logos


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miniFun Run 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

BourbonVilleSM

Chow Wagon®

Derby Burger®

Derby Eve Jam®

Derby Festival®

Fest-a-VilleSM

GospelFestSM

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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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’sFriday, April 13 | 7 PM | Freedom HallThe stories you

tell happen here.

Pro-level talent at amater prices.

PRESENTED BY CONTRIBUTING SPONSOR MEDIA SPONSORS

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


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.’

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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

Spirits that can’t be dampened

PRESENTED BY

MEDICAL PROVIDER & TRAINING PARTNER

Your search is over.

MARATHON miniMARATHON®

Presented by Walmart & Humana®

Saturday, April 29 | 7:30 AMThe stories you

tell happen here.

RACE EXPO AND PACKET PICK-UP SPONSOR

RUNNING WILD PASTA PARTY SPONSOR

CONTRIBUTING SPONSORS

®

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

Brand Ads


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.’

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 #KDF2017

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 • #KDF2017

KDF.ORG • #KDF2017

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CALLS TO ACTIONMake these as short as possible. Example: Tickets at KDF.ORG

DATE | TIME | LOCATIONAlways list date, time, location in this format.DATE [DOUBLE SPACE] | [DOUBLE SPACE] TIME [DOUBLE SPACE] | [DOUBLE SPACE] LOCATION

EVENT BAR SETUPLOGO: Kentucky Derby Festival®

SLOGAN: The stories you tell happen here.

EVENT HEAD: MARATHON/miniMARATHON®

Presented by WalmartSM & 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-VilleSM, Horseshoe Southern Indiana, Freedom Hall.

Also, when WalmartSM and Humana® are used in type, such as in the Event Bar, be sure to include the appropriate symbols by their name.

EXCEPTIONSEvery rule will have an exception. Be patient.

FEST-A-VILLE LOGOFor one-page executions, this logo will be placed at the bottom of the page, next to sponsor logos.

LOGO: Kroger® Fest-a-VilleSM

Kentucky Derby Festival®

KENTUCKY DERBY FESTIVALThe 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.”

KDF Copysheet Guidelines

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KENTUCKY DERBY FESTIVAL® FOUNDATIONThe 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 TournamentPro-AmStudent Art ContestThorobredsFest-a-VegasNight at Vincenzo’sAcademic ChallengeRoboRumble

MARATHON LOGOFor 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 WalmartSM

Humana®

NOTE: In design, Walmart & Humana logo may break out from logo to ensure they are larger.

miniFun Run LOGOFor one-page executions, this logo will be placed at the bottom of the page, next to sponsor logos.

LOGO: 2016 Kentucky Derby Festival®

miniFUN RUNSM

Presented by Humana®

SEARCH BAR CONCEPT – WHEN TO USE ITAll ad, flyers, and promotional posters (not souvenirs).

SEARCH BAR SETUPSEARCH 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.

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SPONSORSAlways 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 ASponsor BSponsor C (LIST IN ABC ORDER – TOUR DE LOU AND MARATHON ARE THE EXCEPTION)

CONTRIBUTING SPONSORS (IF ONLY 1 SPONSOR, MAKE IT SINGULAR)Sponsor ASponsor BSponsor C

TIMESAlways 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 PM5 - 7:30 PM11:30 AM - 5:00 PM

THUNDER LOGOFor one-page executions, this logo will be placed at the bottom of the page, next to sponsor logos.

LOGO: Thunder Over Louisville®


ALL CAPSThese events below, use ALL CAPS as shown:miniMARATHONminiFUN RUNTOUR de LOU

TRADEMARK SYMBOLSAll 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 ContestSM (KDF has been lenient on shortening the name on this event)Academic ChallengeSM

BourbonVilleSM

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Children’s Tea with the Princesses®

Chow Wagon®

Derby Eve Jam®

Fest-a-VilleSM

GospelFestSM Great BalloonFest®

Great Balloon Race®


Marathon/miniMarathon®

miniFun RunSM

Night of the Future Stars®

Pegasus® ParadePegasus Pin® (Pegasus Pins is NOT registered)Royal Court®

Running Wild®

Spring Fashion ShowSM

Taste of Derby Festival®

They’re Off!® LuncheonThorobred®

Thunder Over Louisville®

Tour de LouSM

YEAR – WHEN TO INCLUDE IT ON EVENT HEADLINESFrom 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.

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KDF.ORG

DERBYFESTIVALMARATHON.COM

PEGASUSPINS.COM

THUNDEROVERLOUISVILLE.ORG

2017 brand identity...brand ads kdf or kdf foundation logo is located on the left or at the top of...

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