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As anyone who comes here soon discovers, Louisville is one of the most uniquely authentic destinations on the planet.

For most people Bourbon is a spirit that comes in a glass. And no one is more famous for it than Louisville. But here in Louisville, Bourbon is so much more than that. Here, Bourbon is also a spirit that lives in our minds and hearts, and shapes our way of life, every day. You see, Bourbon began, here in these parts centuries ago, the product of some of the most spirited entrepreneurs to ever walk the earth. Their unique and free-thinking spirit was passed down generation to generation and built the Bourbon industry as we now know it. It’s this same spirit that went on and created Louisville itself - a city that combines heritage with innovation, authenticity with originality, quirkiness with friendliness in a way that’s completely unique to our region. It’s this same spirit that provides Louisville with a brand of Southern-ness and hospitality unlike anyplace else. Yes, Bourbon is a spirit that comes in a glass, but it’s also a spirit that defines our culture and compassion, our arts and parks, our creative energy, not to mention our highly acclaimed culinary scene. Welcome to Bourbon City.


Louisville Brand Book
2019-2020 Destination Marketing Plan
2016 Longwoods Travel USA Study
Louisville 2015 Visitor Profile Study -Final Report

Old Fashioned Fortnight

June 1, 2021
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Primary Logo

Downloadable in EPS, JPG or PNG format

Used in culinary executions only

Culinary Logo

Used in culinary executions only: PNG

Fleur De Lis

Downloadable in EPS or JPG format

Chevron Design Graphics

Downloadable in PNG format for both Woodgrain and Solid Chevrons (click image)

Texture Elements

Both elements are in JPG format; Wood, Texture