2017 The stories you BRAND IDENTITY tell happen here. 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: Radial Gradient: PMS 227 100% - PMS 227 60% PMS 1655 100% - PMS 1655 70% Location: 50 Location: 34.06 Radial Gradient: Radial Gradient: PMS 576 100% - PMS 576 60% PMS 276 100% - PMS 276 60% Location: 50 Location: 34.06 4 Event Colors KDF Event Color Directory Event 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 5 Zumba Orange - PMS 1655 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: Stock Yards Bank & Trust Company $1 MILLION DOLLAR SM The stories you tell happen here. HOLE-IN-ONE GOLF CONTEST Official KDF Logo Vertical The stories you tell happen here. ® 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 Thorntons BED RACES GREAT 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-VilleSM Logo Pantone 5483 Pantone 7408 Pantone 7691 BLACK Pantone 638 Pantone 715 Pantone 1655 Pantone 7741 Pantone 368 Pantone 7408 Thunder Logo BLACK Pantone 1375 Pantone 1788 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 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 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 Event image should be the largest part of the ad. It should relate the search bar Pro-level talent at amater prices. 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. The color bar will be located at the top of Your search is over. the event name bar or at the bottom of the image in a color bar that is the length of BASKETBALL CLASSIC Presented by Papa John’s the piece. It will The stories you Friday, April 13 | 7 PM | Freedom Hall always say ’Your tell happen here. search is over.’ 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 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.