Elements of Brand Identity

The brand identity is comprised of three basic elements. These include the Kentucky Unbridled Spirit Brand, typefaces, and color palette. The Brand itself is comprised of three elements. These include the stylized horse head symbol, the “Kentucky” Brandtype that was specially created for this use, and the slogan “Unbridled Spirit.” The Brand is intended to be used in this configuration at all times and may not be disassembled.

Approved Typefaces

Four typefaces have been selected for the brand identity. These are Trade Gothic, (including Trade Gothic Extended), Garamond, Arial and Times New Roman. The entire Trade Gothic, Garamond, Arial and Times New Roman families are available for use, including Regular, Italic, Bold and Bold Italic styles. Care should be taken to ensure the typefaces are not condensed or expanded, and that proper line, letter and word spacing is used at all times to ensure good readability.

Trade Gothic is a highly readable sans-serif font. It is most suitable for setting technical or short blocks of information, such as captions, charts, headlines and subheads. It is also the preferred choice for on-screen applications, such as PowerPoint presentations.

Garamond is a serif font suitable for creating word processing documents and setting large blocks of text, such as letters, memos, reports, etc.

Arial is a highly readable sans-serif font. It is most suitable for PC use when setting technical or short blocks of information, such as captions, charts, headlines and subheads.

Times New Roman is a serif font suitable for PC use for creating word processing documents and setting large blocks of text, such as letters, memos, reports, etc.