2018 BRAND IDENTITY c€¦ · White / Paper Black 0 / 63 / 91 / 0 49 / 0 / 100 / 39 0 / 100 / 7 / 19 100 / 100 / 0 / 58 COLORS. 4 ... Pegasus Parade Pink - PMS 227 Pegasus Pins Pink

1

The stories you tell happen here.

2018

BRAND IDENTITYc

2

Colors 3

Corporate Logo 6

Other Festival Logos 7

Typefaces 16

Elements of Brand Identity 17

Brand Ads 18

Guidelines for Digital 20

KDF Copy Sheet Guidelines 21

TABLE OF CONTENTS

3

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

4

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



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.

COLORS

5

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 Pink - PMS 227Children’s Tea with the Princesses Pink - PMS 227Chow Wagon Green - PMS 576Fest-a-Ville Green - PMS 576Festival Unveiled Orange - PMS 1655GospelFest Pink - PMS 227Great BalloonFest Green - PMS 576Great Bed Races Green - PMS 576Great Steamboat Race Green - PMS 576Health Fair Pink - PMS 227Healthy Kids Day/miniFun Run Orange - PMS 1655Merchandise Pink - PMS 227miniMarathon/Marathon Blue - PMS 298 & Orange PMS 1375 (rotate)Night of the Future Stars Orange - PMS 1655Parade Preview Party Pink - PMS 227Pegasus Parade Pink - PMS 227Pegasus Pins Pink - PMS 227Pro-Am Golf Tournament Green - PMS 576 Race Expo Orange - PMS 1655RoboRumble Green - PMS 576Royal Court Pink - PMS 227Spelling Bee Orange - PMS 1655Spring Fashion Show Pink - PMS 227StepFest Pink - PMS 227Student Art Contest Pink - PMS 227Texas Hold ’Em Tournament Green - PMS 576Texas Ho Ho Hold ’Em Tournament Green - PMS 576They’re Off! Luncheon Green - PMS 576Thorobreds Purple - PMS 7676Thunder Over Louisville Green - PMS 576Thunder Preview Party Green - PMS 576Tour de Lou Orange - PMS 1655Training Program Blue - PMS 298Waterfront Jam Green - PMS 576 WineFest Pink - PMS 227

EVENT COLORS

6

The KDF or KDF Foundation logo is located on the left or at the top of the teal gradient blob, with the tagline “The stories you tell happen here.” underneath. A yellow swoosh line will separate the logo & tagline from the Event Name. If space allows, an arrow will point from the logo to the Event Name. The teal blob will always include the sponsor name and Event Name with location in smaller type below. The date and time will live in a circle located in or near the teal gradient blob.

See examples below (orange gradient represents the image):

Official KDF Logo Horizontal


WHITE

BLACK Pantone 5483 Pantone 7408

WHITE

Official KDF Logo Vertical


WHITE

BLACK Pantone 5483 Pantone 7408

WHITE


REPUBLIC BANK

PEGASUS® PARADEWEST ON BROADWAY FROM CAMPBELL TO 9TH STREET

Thursday

May 35 PM

CORPORATE LOGO

7

Official Sponsor Logo

Official Product Logo Official Event Logo

Foundation Corporate Logo

Thorobreds Corporate Logo


WHITE

BLACK


WHITE

BLACK

Pantone 7408 WHITEBLACK Pantone 7408


WHITE

BLACK


WHITE

BLACK

OTHER FESTIVAL LOGOS

8

Fest-a-Ville 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


9

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

10

miniMarathon Logo

Marathon Logo

Marathon/miniMarathon Logo


11

miniMarathon Logo with Sponsors

Marathon Logo with Sponsors

miniMarathon/Marathon Logo with Sponsors

miniMarathon/Marathon Logo with Sponsors listed horizontally


12

mini/Marathon Official Race Ambassador Logo with Sponsors

mini/Marathon Official Charity Logo with Sponsors


13

mini/Marathon Team Challenge Logos


14

mini/Marathon Team Relay Logos


15

miniFun Run Logos


16

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

DoodlesLES TULIPES PRO - EXTRA

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

MOONSTRUCK SWASHES

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

TYPEFACES

17

TRADEMARKS AND TRADE NAMESThe following events (and slogans) have federally registered trademarks or service marks and, therefore, you should depict the ® or SM 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

Great Steamboat Race®

miniFun RunSM

miniMarathon®

Night of the Future Stars®

Pegasus®

Pegasus Pin®

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 registered mark) is used only in reference to the Pegasus Parade.

ELEMENTS OF BRAND IDENTITY

18

SPONSORED BY CONTRIBUTING SPONSOR

#KDF2018

Thursday May 35 PM c

TICKETS

START AT $10ON SALE MARCH 1 AT KDF.ORGThe stories you tell happen here.

REPUBLIC BANK

PEGASUS® PARADEWEST ON BROADWAY FROM CAMPBELL TO 9TH STREET

Blobs/shapes will be used to hold the body copy or CTAs.

Doodles will be placed around the image and the blobs/shapes.

The Event Name blob will live in a location that doesn’t obscure the image.

Event image should be the largest part of the ad and be from the previous year’s event.


The body copy will be in blobs/shapes that are located in places that do not obscure the image. The website (CTA) and hashtag with social media icons will be located at the bottom-right or left corner of the piece (above the sponsor logos). The website and hashtag font will be 20% of the event color or white.

The sponsor logos will live at the bottom of the piece on white.

BRAND ADS

19

Event Logo placed at the bottom (right or left) of the Event Name blob. It can move to fit the space.

#KDFMARATHON

Saturday April 28


miniMARATHON/MARATHON®

PRESENTED BY WALMARTSM & HUMANA®

LOUISVILLE, KY

PRESENTED BY MEDICAL PROVIDER & TRAINING PARTNER CONTRIBUTING SPONSORS

®

OFFICIAL HOTEL

OFFICIAL BOURBON

Get ready for some ON-FOOT EXPLORATION of

LOUISVILLE, KY. REGISTER AT

DERBYFESTIVALMARATHON.COM

GnBlobs/shapes will be used to hold the body copy or CTAs.

Doodles will be placed around the image and the blobs/shapes.

The Event Name blob will live in a location that doesn’t obscure the image.

Event image should be the largest part of the ad and be from the previous year’s event.


The body copy will be in blobs/shapes that are located in places that do not obscure the image. The website (CTA) and hashtag with social media icons will be located at the bottom-right or left corner of the piece (above the sponsor logos). The website and hashtag font will be 20% of the event color or white.

The sponsor logos will live at the bottom of the piece on white.

BRAND ADS

20

Social Media Icons: The correct social media icons for Facebook, Twitter and Instagram are pictured below:

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. 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.

The font color of the website URL and hashtag will be the same color as the assigned event color. Please reference the list.

DERBYFESTIVALMARATHON.COM • #KDFMARATHON

THUNDEROVERLOUISVILLE.ORG • #KYDERBYFESTIVAL

KDF.ORG • #KYDERBYFESTIVAL

KDF Event Hashtag Directory

Event Hashtag

miniMarathon/Marathon #KDFMARATHON

Pegasus Pins #PEGASUSPIN

Thunder Over Louisville #THUNDEROVERLOUISVILLE

Royal Court #KDFPRINCESS

All other KDF events #KYDERBYFESTIVAL

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

KDF.ORGDERBYFESTIVALMARATHON.COMPEGASUSPINS.COMTHUNDEROVERLOUISVILLE.ORG

GUIDELINES FOR DIGITAL

21

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: miniMARATHON®/MARATHON 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, are used in type, be sure to include the appropriate service mark and registered mark symbols by their names.

EXCEPTIONSEvery rule will have an exception.

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

22

KENTUCKY DERBY FESTIVAL® FOUNDATIONThe Foundation is the charitable 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. NEW: the miniMarathon® is shown first in print and in the logo.

LOGO: 2018 Kentucky Derby Festival®

miniMARATHON® /MARATHON 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: 2018 Kentucky Derby Festival®

miniFUN RUNSM

Presented by Humana®

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

23

TIMESAlways type AM and PM in all capital letters.If times are on the hour, do not use a colon.If times are all AM or all PM, use AM or PM only once.

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 CAPSFor the following events, 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

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

24

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, 2017, include the year (2017 or 2018) on every single piece. During 2018, don’t include the year on ads, postcards, flyers, or anything that might not be considered a souvenir or memorabilia, such as event programs.

25

KDF.ORGDERBYFESTIVALMARATHON.COM

PEGASUSPINS.COMTHUNDEROVERLOUISVILLE.ORG


Documents

2018 BRAND IDENTITY c€¦ · White / Paper Black 0 / 63 / 91 / 0 49 / 0 / 100 / 39 0 / 100 / 7 / 19 100 / 100 / 0 / 58 COLORS. 4 ... Pegasus Parade Pink - PMS 227 Pegasus Pins Pink