Kentucky Derby Museum

Challenge
Design a flexible identity system for the rebranding of the Kentucky Derby Museum consisting of type, pattern, color, and image.

Solution
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 scripts is contrasted with earthy colors and bold typography taking into account the horse racing sport with the glamorous hype of the Kentucky Derby.