Lexington, Kentucky is known as the Horse Capital of the World but its economy is also based on bourbon, technology and higher education. So in 2009 Lexington Convention and Visitors Bureau began a campaign to increase the city’s brand identity with the help of design agency Pentagram.
The firm introduced the idea of ‘Big Lex,’ a blue horse from a famous painting in Kentucky. Big Lex has become the city’s icon. Building on the horse logo, Covington, KY-based BLDG has grown Big Lex into a trendy formal identity used by the Lexington Convention and Visitors Bureau as ‘VisitLEX‘ in advertising and in beautiful peripherals like posters, totes, and iPhone cases.