Brand Standards_sunset

Brand Elements

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.

Brand Identity

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.

© Commonwealth of Kentucky - All Rights Reserved

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.

BRAND COLOR PALETTES

Two color palettes have been developed for the Kentucky Unbridled Spirit brand identity. The Primary Color Palette will be used for the reproduction of the Brand in print materials using one to four colors. The Secondary Color Palette provides options for accent colors to be used in conjunction with the Primary Color Palette when creating publications, advertising, signage, Web sites, promotional items, etc.

The colors selected for use have corresponding numbers which relate to the Pantone Matching System® (PMS). Each PMS color specified is used for both coated and uncoated paper stocks. The colors reproduced here are approximations. Refer to actual Pantone chips or “swatches” for accurate color matching.

In four-color process printing, the exact Pantone colors are approximated with a formula using Cyan, Magenta, Yellow and Black (CMYK) inks. Each color has been carefully selected so the exact PMS ink and the CMYK conversions are as closely matched as possible. For electronic media applications, the colors are reproduced using a mix of Red, Green and Blue (RGB) light. 

Brand Palette

© Commonwealth of Kentucky - All Rights Reserved