The design studio behind the U.S. bicentennial emblem was asked to brand America’s 250th anniversary. Per one of its designers, an impossible job called for “an impossible construction.” ...

The new, elegant logo design includes iconic visual aspects from both the Breeders' Cup and Keeneland brands in honor of the 39th running of the World Championships.

“When you design an identity, you can never disassociate the typeface of a logo from the shape of the logo itself,” explains Jen. “The font and the logo are like a brother and sister.” ...