On Oct. 13, Churchill Downs unveiled the official logo for Kentucky Derby 127. Created by SME Inc., the logo blends the three elements that have become synonymous with the Kentucky Derby: a Thoroughbred, the famed Twin Spires of Churchill Downs, and a rose representing the winner's garland. The logo's navy blue and red color scheme adds a look of tradition to the contemporary-styled logo. This marks the third consecutive year that SME Inc., which specializes in sports related branding and graphics for has designed the Derby logo.
The company's other clients include Major League Baseball, the NBA, The NFL, NCAA, NASCAR, and the PGA of America. According to Churchill, the logo will serve as the centerpiece for the Kentucky Derby merchandising program headed by All-Pro Championships, Inc., the official licenser of Kentucky Derby products. Over 200 different souvenir and collectible items will bear the Kentucky Derby 127 logo, ranging from traditional mint julep glasses to an expanded line of women and children's wear. The logo will also appear on several unique items such as a birdhouse, candles and an inflatable three-foot tall Mint Julep Glass. Churchill said officially licensed products featuring the Kentucky Derby 127 logo are expected to produce over $7 million in retail sales to area merchants.
