LOUISVILLE, Ky. (Oct. 31, 2017) – The Breeders’ Cup, one of thoroughbred horse racing’s most prestigious international events, today revealed the logo for the 2018 Breeders’ Cup World Championships, which will take place on Nov. 2-3 at the legendary Churchill Downs racetrack in Louisville, Kentucky for the ninth time. The logo incorporates a stunning design that brings together two iconic American horse racing organizations – Breeders’ Cup, the world championships of thoroughbred horse racing and Churchill Downs, a historic American racing institution that is among the most visually recognizable racing venues in the world.
The 2018 Breeders’ Cup World Championships logo utilizes a horizontal, modular design, marking a departure from recent event logos. The innovative, rectangular structure enables each of the logo’s distinct components to stand out while contributing to the larger narrative. With the image of Churchill Downs’ classic twin spires positioned behind the Breeders’ Cup primary mark, the logo symbolizes the combination of the two iconic brands, while alluding to a sense of depth and motion. The typographic treatment draws from the region surrounding Churchill Downs, instilling a distinct sense of place unique to Louisville. Additionally, the color palette of the logo is inspired by the fall season, when the championships are held, and incorporates hues that complement the rich purple color central to Breeders’ Cup.
Breeders’ Cup collaborated with SME Branding, a strategic sports branding agency whose clients include world-class sporting brands such as the Atlanta Braves and the Kentucky Derby, to create the new logo. The partnership draws on SME’s creative excellence and thought leadership to create a logo emblematic of Breeders’ Cup’s position as a global horseracing and lifestyle event.
“We are excited to return to Louisville for the 2018 Breeders’ Cup World Championships and believe this logo is a wonderful representation of our event,” said Craig Fravel, president and CEO of the Breeders’ Cup. “The design for the 2018 World Championships logo is modern and sleek, and perfectly captures the rich history and deep connection between Breeders’ Cup and Churchill Downs.”
In 2010 during the Cup’s first trip to Churchill Downs under it’s two-day format implemented in 2007, a University of Louisville study found an astounding $53.3 million in revenue generated across the region. Those numbers have continued to climb in recent years, including an estimated $65 million economic impact at Lexington’s revered Keeneland Racecourse in 2015.