Kentucky Tourism
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Brand Graphic Standards

Kentucky Unbridled Spirit is a legally registered trademark and was created to communicate a core strategic message to the world about Kentucky that is unique, that describes what we are, but also points to where we are going. This is the “essence” that describes how we are different than any other place, and why we are special.
What does Unbridled Spirit mean?

The brand is described like this:
Kentucky is a place where spirits are free to soar, and big dreams can be fulfilled. We relish competition and cherish our champions for their willingness to push beyond conventional boundaries to reach new heights of success.

The Kentucky Department of Tourism is proud to work in partnership with private and public sector organizations in the tourism industry. In order to ensure consistency to our many advertising and marketing products, the Kentucky Department of Tourism is providing this Graphics Standards Manual, which explains how to properly use the "Kentucky Unbridled Spirit" brand*. Through the consistent use of this brand identity, we can market Kentucky as a world-class destination for travel and tourism.

This brand is the official brand of the Commonwealth of Kentucky and its use is administered through the Kentucky Department of Tourism. The brand is available for use by our tourism partners participating in the Tourism Marketing Incentive (TMI) Program to help extend Kentucky’s message and brand identity. Its presence indicates that a document has been closely reviewed and the contents of the document accurately represent what is being promoted.

To ensure the success of the Kentucky branding and to guarantee the quality and consistency of Kentucky’s brand identity, each user of The Brand must comply with the design guidelines provided here.

The Kentucky Department of Tourism Marketing Incentive Program partners must use this guide along with appropriate rules and forms governing the TMI Program. Please refer to those rules to ensure compliance on all print and broadcast media, as well as outdoor, collateral material, direct mail and all other advertising projects used through this program.

The Commonwealth of Kentucky received state and federal trademark protection for its Brand. Accordingly, any unauthorized use of the Brand is prohibited. The Kentucky Department of Tourism will take all necessary steps to protect this intellectual property from unauthorized use.

Design elements utilized in the Tourism Marketing Incentive Program that fall outside the parameters of these Graphic Standards must receive Department approval. For questions concerning the TMI program, contact Rhonda Nix or Mary Boden at the Kentucky Department of Travel, 502-564-4930

* The Brand , as used throughout this guide, refers to the "Kentucky Unbridled Spirit" brand.