Challenge: Flexible Branding
Design a flexible identity system for the rebranding of the Kentucky Derby Museum consisting of type, pattern, color, and image elements.
Step One: Building the Persona
Create two personalities for visitors/consumers of the Kentucky Derby Museum.
Create two personalities for visitors/consumers of the Kentucky Derby Museum.
Step Two: Building the Brand
The colors, typography and vintage patterns are inspired by the traditional and grandiose style of the Kentucky Derby. The whimsicality of the image marks, patterns, and script typefaces is contrasted with earthy colors and bold typography taking into account both the horse racing sport and the glamorous hype that comes with the Kentucky Derby.
Step Three: Apply the Brand
Use the brand elements to create signage, tickets, and applications that would be seen at the Kentucky Derby Museum.
