Ever wonder who makes sure Kentucky horse racing remains the best in the world? 

BCH recently partnered with the Kentucky Horse Racing and Gaming Corporation to establish a brand strategy for the newly chartered organization tasked with regulating horse racing, pari-mutuel wagering, sports wagering and charitable gaming in the Commonwealth, while also being the overall champion horse racing, breed integrity and development in the Bluegrass and beyond. 

BCH utilized its Brand Adoption process to uncover the consumer, category and cultural truths relevant to this organization and its vision, and reflected that in developing the new brand. We needed to emphasize the purpose behind the organization while acknowledging both sides of the coin: Kentucky’s rich history and expertise in horse racing and its bright future in the gaming industry. The resulting logo features a horse within the bold black and gold initials, and the tagline: Kentucky’s Safe Bet.

“In designing the new Kentucky Horse Racing & Gaming logo, we wanted to capture the organization’s boldness, pride and excitement for the gaming industry,” said Brian Garr, partner and creative director at BCH Agency. “Integrating the horse within the initials pays tribute to their roots in, and continued commitment to, Kentucky horse racing – while its sleek, modern style demonstrates confidently stepping into the future of gaming opportunities. We then underscored the mark with the tagline, Kentucky’s Safe Bet – a promise that integrity, safety and excellence are the everyday standard of KHRG.”

KHRG board member Mike Berry participated in BCH’s Brand Adoption process. “I am proud of the results, and we look forward to continuing to serve the horse racing, breeding, and gaming communities, and the wagering public in Kentucky.”
Read more about BCH Brand Adoption.

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