The Kentucky Bourbon Trail (KBT) is a renowned tourist program established in 1999 to promote the rich tradition of bourbon distilling in Kentucky. Initially conceived as a collaboration between several distilleries, the trail allows visitors to tour these facilities, immerse themselves in the bourbon-making process, and taste some of the finest products from the heart of bourbon country. Over the years, KBT has become one of Kentucky’s most popular tourist attractions, representing a key part of the state’s cultural identity and drawing thousands of bourbon enthusiasts annually.
As KBT continued to expand, with distilleries offering increasingly diverse experiences and luxurious hospitality, the need arose for a refreshed visual identity that could better reflect the program’s evolution. The rebranding aimed to capture the joy and spirit of adventure tied to bourbon tourism while incorporating a sense of luxury and sophistication that aligns with the premium experience KBT now offers. Importantly, this redesign comes as KBT celebrates its 25th anniversary, marking a new chapter for the brand.
The previous KBT logo had a strong, distinctive concept. It featured a sans-serif typeface for the words “Kentucky” and “Trail,” which were associated with the wooden barrels used in bourbon distillation. The central word, “Bourbon,” stood out with a script-like design, characterized by smooth strokes and sharp, tapered ends. This design was complemented in some iterations by an icon of a barrel. Though visually appealing and effective, the logo leaned more towards rustic charm than modern elegance, which prompted the need for a refresh to match the growing status of the Kentucky Bourbon Trail.
The newly unveiled KBT logo by Lewis Communications takes a strikingly different direction. It embraces a modern aesthetic, incorporating a sleek gold gradient that elevates its overall appearance. The lettering in the new logo draws subtle inspiration from the Art Deco movement, with certain letters featuring a reduced lower portion and a bit enlarged half, giving the type a bold, industrial feel. The gold color emphasizes a luxurious tone, creating a more premium and upscale perception. However, some might argue that this new logo feels less inherently tied to Kentucky’s down-to-earth charm, leaning more into a polished, corporate image.
The new KBT identity extends its sophisticated look through thoughtful typography and a refreshed color palette. Two fonts—GT America by Grilli Type and Signifier by Klim Type Foundry—work in tandem to create an eye-catching contrast. GT America, a sans-serif, offers a clean and modern look, while Signifier, a serif typeface, brings a more classic and refined edge. This combination perfectly supports the new logo and overall brand image, ensuring cohesion between all visual elements.
The brand’s color palette complements the typography by emphasizing warmth and richness. The primary brown shade is inspired by the Kentucky bluegrass and copper stills—a fitting, albeit expected, choice. However, the secondary colors offer a more creative twist. A bold yellow and a vibrant red, paired with muted orange and blue, create an expressive palette that strikes a balance between tradition and innovation, adding depth and personality to the identity.
The new visual identity has also been extended to KBT’s merchandise collection, which now features branded apparel in the updated color scheme. The clothing pieces are adorned with signature KBT slogans, branding elements, and numerical representations of the organization’s 25th anniversary, such as the numbers “25” and “XXV.” This collection enhances the celebratory spirit of KBT’s milestone year while allowing fans and visitors to take a piece of the trail’s experience home with them.
The redesign of the Kentucky Bourbon Trail is a remarkable achievement, with Lewis Communications successfully crafting a brand that unifies 46 distilleries under one cohesive identity. The new visual language appeals to tourists by clearly communicating the allure of bourbon and places KBT alongside recognized bourbon brands such as James Beam, Bulleit, and Maker’s Mark.
Though some elements of the trail’s old Kentucky charm may have been softened in favor of a more polished, corporate image, the new identity carries forward the best aspects of the previous branding while giving the Kentucky Bourbon Trail a unique, elegant, and engaging persona for its next 25 years.
