The 2020 Breeders' Cup logo brings together two iconic racing institutions – the Breeders’ Cup, the world-renowned, season-ending horse racing competition, and Keeneland, the heart of the Thoroughbred industry where many Breeders’ Cup champions were born. Within the design, the official Breeders’ Cup logo sits below the iconic Keeneland finish line post, both of which are encircled by text presenting the prevailing nexus of the organizations: 2020 World Championships. The combination of Breeders’ Cup’s identifying colors of purple and gold with Keeneland’s deep green further denotes the meeting of the brands for the upcoming event.
The success of this logo hinged not just on the visual impact of its design, but the creative direction of SME's Associate Creative Director, Jason Vogel, as well as the strategic guidance and influence of Managing Director, Conor O'Flaherty.​​​​​​​
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