Super Bowl XLIV, Extra Bold

There is no Sunday like Super Bowl Sunday: The friends, the beer, the chips, the bets, the ads… and, oh yeah, the game. And just in case you were confused by this year’s Pro Bowl being played before the Super Bowl, heed the news, the Super Bowl is this Sunday in Miami, Florida with the New Orleans Saints playing the Indianapolis Colts. But aside from mentioning the obvious, let us turn our attention to the Super Logo, designed this season by Attik.

The development of Super Bowl XLIV’s identity system was an exciting challenge for Attik. First, it’s the most exciting night in professional American sports and second, 2010 was the first year that the NFL had given the logo and visual identity system project to the same agency. And since we had done the visual identity system for XLIII, we felt more than ready to take on both this time.

One mandatory from the NFL was that they wanted the logo to be more representative of the power and boldness of football as opposed to overtly representing the host city, like it had done in the past. Our response was to allow the city’s personality to come through the system’s color palette and support graphics.

The theme of the 2009 regular season was “Own the Moment” and we used that powerful mindset to develop the creative foundation for the identity. This foundation was the idea of a strong competitive duality; the Super Bowl is 2 teams, from 2 conferences fighting for that ultimate victory. The design reflects this by having a bold sense of symmetry and the upright / ball lockup provides a central, relevant focal point.

It was a fantastic process from beginning to end. Being allowed to work with the client on a strong strategy first and then go into design helped yield a great solution. The designs started as a simple and pure mark and then we let it grow and evolve into an extensive and functional system. We can’t wait to see it on Sunday!
— Project insight provided by Attik

All images above provided by Attik.

The XLIV logo certainly feels bold and powerful, more so than any Super Bowl logo I can remember — here are all of the logos for reference — and I like that the logo wasn’t forced to look like Miami, otherwise we might have gotten a more festive interpretation, perhaps too much Miami Vice. Looking through the old Super Bowl logos, it’s interesting that XLIV is only the third logo to use a football and the first to use a goal post. I’m not entirely convinced by the goal post but I think it’s one of those concepts that is so obvious most people simply avoid it and, well, sometimes you shouldn’t avoid the obvious. Since the goal post is secondary to the typography, it works well in this context. Speaking of the typography, man, that is one husky type! It’s really hard to ignore and it has great presence. The one thing that is a little confusing is the shadow under the “SUPER BOWL” text… I can sort of see where it’s coming from, but it’s left a little ambiguous as to where the dimensionality exists. Nonetheless, this is a pretty solid iteration of a very difficult, ongoing brief and at the end of the day, it’s all about the ads. Sorry, I mean it’s all about the game.

Patch and football images from Hlvtca.

Update: I uploaded the wrong logo, which was an older version of the XLIV logo. The new logo has been updated, showing the correct colors and the right drawing of the football. Apologies.

Dale Campbell’s comment is:

The more I see this, the more I love it.

To be honest, I didn’t initially see the goal post - but that just be because of the color (and like I said, I haven’t really seen it too much).

Any time you can create the effect of dimensionality in a flat execution, I feel you have really made progress.

In my opinion the logo is pretty awesome. Its bold, it’s relevant and it can be put on almost anything and still be recognized.

Props to Attik.

Dale

On Feb.04.2010 at 07:10 AM

Dennis’s comment is:

“they wanted the logo to be more representative of the power and boldness of football as opposed to overtly representing the host city,”

Truth be told, the ones representing the host cities have better staying power than the last few that have relied more on football iconography.

Of course, since they keep going back to the same handful of host cities, it makes sense that they would run out of things to represent Tampa, Miami, New Orleans, and San Diego.

On Feb.04.2010 at 07:21 AM

Nick Irwin’s comment is:

i think this logo (which is well executed and i love) backs my conspiracy theory that the NFL and slab serifs are having an affair

On Feb.04.2010 at 07:31 AM

buruno’s comment is:

Unlike Dale, I did noticed the goal post but not the XLIV, it could be done in a different color indeed.

This little rant aside, it looks great. In all of the applications! Go Saints!

On Feb.04.2010 at 07:41 AM

Brian Gundell’s comment is:

Armin I think the dimensionality under the type makes sense when you see the full white outline around the logo, which creates a little block around the stars. The shadow continues under this block, which is not seen on a white background. You can see it on the jersey patch though. Overall the more I see this logo the more I’ve grown to like it. I’m a fan of the host city treatment, but as previously mentioned, how many times can you do something original for Miami? Hats off to Attik.

On Feb.04.2010 at 07:43 AM

Florian’s comment is:

Too bad they got so carried away with dualty and goal posts that the actual number can hardly be read at all!

On Feb.04.2010 at 08:00 AM

Guilherme Zaffari’s comment is:

Not that I really care about football… I’m really much more into soccer, but the logo is really great! I like it!

On Feb.04.2010 at 08:06 AM

ScottyM’s comment is:

Okay, so am I the only one see defects all over the place in the shadows?

Let me begin by saying the colors … off. Not off where it’s “bad.” Perhaps it could use a hint of pastel, as a homage to the host city … not aqua (or light orange) all over the place, just a hint in piping, etc.

Also, it has a fun, simple 70s vibe to it. I can appreciate that. It’s superior to last years, simply on creativity and effort alone.

Okay, back to my point, the shadows are just plain off. Particularly at the bottom of the numerals. Below the “SUPER BOWL” is just hard to figure … I see where they were going, but, again, it’s off. (too wide maybe, since it’s stretching to the stars?)

The large L needs a tweak, because it’s off-balance … see where they wanted it to look 3-D, but it’s just … off.

I think the white border helps, and I also think the “SUPER BOWL” lettering is playing tricks on my eyes …too wide a kerning — maybe not … not dimensional enough — maybe not.

Clearly it looks best on the patch.

A- for effort and creativity
B for overall execution and the color palette, which looks like they wanted to take some chances … but really didn’t.

On Feb.04.2010 at 08:07 AM

Larry W’s comment is:

THIS I LIKE!

Its sleek, cool, and even a little elegant in terms of colors, but its still bold and dynamic! The colors make it a little retro to me, but it works and I dig it! :)

On Feb.04.2010 at 08:15 AM

David H’s comment is:

Wow, this is a really good logo! My favorite version is the one on the football. I like the higher contrast.

On Feb.04.2010 at 08:27 AM

jwo’s comment is:

I like it a lot more if I could read it.
Tough to read even in the full color version.
The gold 2-color version is barely recognizable.
Tsk Tsk.
Besides, isn’t Attik British-based?

On Feb.04.2010 at 08:33 AM

jonathan’s comment is:

Wow, its kind of shocking to read that Attik did last years logo as well. I was very disappointed in last years logo, founding to be very lacking. Its nice to see this year they beefed it up, and its a very nice, solid mark.

I think the shadow helps give the logo some depth, and helps pop the red goal posts off the red numerals.

Also, I heard on the radio this morning that this will be the last Super Bowl logo to represent the number in numerals. For instance, next years would be “Super Bowl 45” instead of “Super Bowl XLV” - This would be disappointing if true.

On Feb.04.2010 at 08:34 AM

henry’s comment is:

Fantastic execution. Love how the strength of the type and the color conveys the power and aggression of the game. The various elements goal post, shadow all adds up to a nice finishing to me:)

On Feb.04.2010 at 08:39 AM

tivogirl’s comment is:

looks like a sketch containing many good thoughts that you would hand off to a pro like micheal doret to finish and explore. he’d get the shadows right and build the typography with better balance.

http://www.michaeldoret.com/

sorry attik

i liked last years…

On Feb.04.2010 at 08:42 AM

Greg Scraper’s comment is:

Really? This is good? This is Pro Football, ladies and gents. There’s no participation award. Attik shouldn’t get a free pass just because they put up a decent explanation of their design choices.

Here’s what I see wrong:

1. The red hues are too close together on the color wheel to be used as a delimiter between the mark and the type. It’s fine to use a supplemental red color for shadows when necessary but the goalpost is totally lost. Also the shadow is too deep for the type box, which they did to try and highlight the bottom of the goalpost, which in all likelihood should be white.

2. As far as I know, the Saints and Colts aren’t playing in the XLIV. It’s the Super Bowl, one of the most recognizable trademarks in sports. Why is it minimized to the point of unreadability? And the tracking in the words “BOWL” and “SUPER” aren’t the same. “Let’s stretch it out because it doesn’t fit the same” is the worst possible reason for a design decision.

3. The concept is only ho-hum. Big letters. I think that’s what they’re going for. As if to say
THIS IS THE 44TH!!!! (super bowl, which incidentally is a football game). I guess we’re referencing tradition? It’s not clear. I’d rather have seen the Lombardi Trophy or some reference to something related to the fact that we have two teams at the pinnacle of their sport.

On Feb.04.2010 at 09:00 AM

Dusty’s comment is:

Too many people are criticizing the shadows. It’s called originality, folks. Not symmetrical-correctimundo-hazta-be-a-45-degree-angle.

And for ScottyM, “Perhaps it could use a hint of pastel…” Seriously? Vomit. It’s the Super Bowl, not tennis.

Bottom line is the logo is great. Would always have loved to see some of their other options though.

On Feb.04.2010 at 09:01 AM

Cory ’s comment is:

I really, really liker the gold and black detail. Not so hot on the reds and oranges.

On Feb.04.2010 at 09:01 AM

Cory ’s comment is:

Wow. “Liker” should be “like” and “detail” should be “decal.” Apparently I had a stroke when I was writing that.

On Feb.04.2010 at 09:03 AM

Brendan’s comment is:

Love it! I think Landor (Landor, right?) did a good job with the logo last year, too. But this year’s is definitely more “NFL-ish” with its bold color, stance, and slab serifs.

It’s fun to look at the logos through the years, too. 1974 is pretty special.

On Feb.04.2010 at 09:03 AM

Chris Weiss’s comment is:

I actually like that ambiguous shadow under the “SUPER BOWL” text. It was obviously meant to hold the text and rather than incorporating a box or God forbid, a scroll, they chose a more unexpected solution. It serves its purpose without junking up the design. I especially like how the shadow extends beyond the type into the white – it subtly reinforces the feel of a ledge.

This logo is all about negative space. When I look at it quickly, I see all of the letters immediately. It’s actually a pretty quick read. When you try to start connecting planes, it starts to look a little weird – like M.C. Escher without the stairs.

Have to agree with @ScottyM on the color. These colors just don’t read Miami to me. They actually look more like the Chicago Bears. Other than that, I think it’s a strong, bold and clean execution.

On Feb.04.2010 at 09:04 AM

Todd’s comment is:

I think what’s more interesting, is the story behind the Super Bowl XXXVI logo.

On Feb.04.2010 at 09:07 AM

JonSel’s comment is:

I’d love to see the visual system Attik is so proud of. Otherwise we’re just looking at some chunk of type that looks nice and all, but is hardly the summation of the Super Bowl’s identity.

On Feb.04.2010 at 09:10 AM

Rx’s comment is:

oh shi- my eyesss

On Feb.04.2010 at 09:17 AM

Johnny Griswold’s comment is:

My apologies if this was mentioned already, but the NFL plans to unveil a new Super Bowl logo system…

http://profootballtalk.nbcsports.com/2010/02/03/nfl-to-unveil-new-super-bowl-logo-system/

On Feb.04.2010 at 09:32 AM

Johnny Griswold’s comment is:

My apologies if this was mentioned already, but the NFL plans to unveil a new Super Bowl logo system…

http://profootballtalk.nbcsports.com/2010/02/03/nfl-to-unveil-new-super-bowl-logo-system/

On Feb.04.2010 at 09:35 AM

Johnny Griswold’s comment is:

My apologies if this was mentioned already, but the NFL plans to unveil a new Super Bowl logo system…

http://profootballtalk.nbcsports.com/2010/02/03/nfl-to-unveil-new-super-bowl-logo-system/

On Feb.04.2010 at 09:38 AM

Jacob’s comment is:

Personally, I can’t wait for the funny configuration of Super Bowl L.

SUPERBOWLL.

On Feb.04.2010 at 09:40 AM

Harper’s comment is:

No Slab Serifs? No Oblique Capitals? No Awkward Embossed College Lettering? Something is seriously afoot.

To be honest the shadow works just fine. The logo is compelling in it’s simplicity. This isn’t just a good Superbowl logo, it’s a good logo.

On Feb.04.2010 at 09:43 AM

Blonde’s comment is:

I’m a big fan of Attik and the work that they do, and this doesn’t disappoint.

As a brit, we don’t get as much exposure to the NFL as we should, and I think that all the SuperBowl logo’s have a certain consistency about them. We know exactly what we are looking at when we see a SuperBowl logo, and I think that’s what makes the brand so strong.

They are big, bold, bright and strong, often with a subtle execution of wit and charm, but with an overall sense of American charm.

Attik’s illustration of duality, goal posts and roman numerals ticks all the boxes, and as Harper says, makes for a great logo in general.

Nice work guys, keep it up.

On Feb.04.2010 at 09:54 AM

Larry W’s comment is:

Greg Scraper:

…you do know that the Super Bowl logo itself is always neutral, is done months in advance of the actual game, and doesn’t relate to the two teams competing, but to the tradition of the game itself, right?

On Feb.04.2010 at 09:56 AM

adam’s comment is:

i have no problem reading the roman numerals.

solid execution.

On Feb.04.2010 at 10:10 AM

Blonde’s comment is:

I’m a big fan of Attik and the work that they do, and this doesn’t disappoint.

As a brit, we don’t get as much exposure to the NFL as we should, and I think that all the SuperBowl logo’s have a certain consistency about them. We know exactly what we are looking at when we see a SuperBowl logo, and I think that’s what makes the brand so strong.

They are big, bold, bright and strong, often with a subtle execution of wit and charm, but with an overall sense of American charm.

Attik’s illustration of duality, goal posts and roman numerals ticks all the boxes, and as Harper says, makes for a great logo in general.

Nice work guys, keep it up.

On Feb.04.2010 at 10:10 AM

Ronlewhorn’s comment is:

Love the modern retro feel. The Gold version is sickness!

On Feb.04.2010 at 10:13 AM

Blonde’s comment is:

I’m a big fan of Attik and the work that they do, and this doesn’t disappoint.

As a brit, we don’t get as much exposure to the NFL as we should, and I think that all the SuperBowl logo’s have a certain consistency about them. We know exactly what we are looking at when we see a SuperBowl logo, and I think that’s what makes the brand so strong.

They are big, bold, bright and strong, often with a subtle execution of wit and charm, but with an overall sense of American charm.

Attik’s illustration of duality, goal posts and roman numerals ticks all the boxes, and as Harper says, makes for a great logo in general.

Nice work guys, keep it up.

On Feb.04.2010 at 10:18 AM

Martin Boath’s comment is:

@ jwo – Attik are San Francisco-based I believe?

It’s bold, strong, eye-catching and would work well at smaller sizes and in single colour. Who cares if the shadows are ‘off’? It’s a logo; not a 3D rendering of an apartment block. There is such a thing as artistic license.

I really like this. It’s much simpler and cleaner in its execution, certainly compared to the bells-n-whistles of pretty much every other American sports logo/badge (just need to look at examples of previous years).

I think that’s where a lot of the criticism on here comes from: it’s not American enough. That’s high praise as far as I’m concerned.

On Feb.04.2010 at 10:24 AM

Alphonse’s comment is:

@jwo

Attik have offices in London and San Francisco.

Saw this while watching Lost the other night and thought it was great. Still feel that way.

On Feb.04.2010 at 10:24 AM

Zohan’s comment is:

It’s very nice. Little stiff, but nice.

On Feb.04.2010 at 10:29 AM

James’s comment is:

I really like it, and the shading which creates depth and helps push out the goalposts is dead clever

On Feb.04.2010 at 10:31 AM

Ryan’s comment is:

I’m surprised to hear so many people like this. I’m not a fan. Last year’s attempt was way sleeker and readable. The L and I create an awkward U like shape and there’s just too much focus on the blue “batman head” area it creates. Super bowl? More like toilet bowl.

On Feb.04.2010 at 10:55 AM

Austin’s comment is:

Man, I don’t care one half ounce for Football, but this logo really has my attention. I might sit down for a few minutes on Sunday to see how they use it during the game.

I really like it, great work.

On Feb.04.2010 at 10:56 AM

Rodrigo Müller’s comment is:

“I might sit down for a few minutes on Sunday to see how they use it during the game.” - make that two of us!

amazing work, so amazing I had to comment just for sport.

On Feb.04.2010 at 11:19 AM

Blonde’s comment is:

I’m a big fan of Attik and the work that they do, and this doesn’t disappoint.

As a brit, we don’t get as much exposure to the NFL as we should, and I think that all the SuperBowl logo’s have a certain consistency about them. We know exactly what we are looking at when we see a SuperBowl logo, and I think that’s what makes the brand so strong.

They are big, bold, bright and strong, often with a subtle execution of wit and charm, but with an overall sense of American charm.

Attik’s illustration of duality, goal posts and roman numerals ticks all the boxes, and as Harper says, makes for a great logo in general.

Nice work guys, keep it up.

On Feb.04.2010 at 11:20 AM

JonSel’s comment is:

For those of you dying for the Lombardi Trophy, there you go… Happy now?

On Feb.04.2010 at 11:25 AM

Ivan’s comment is:

we, Europeans don’t get it…but it’s okay from a designers perspective.

On Feb.04.2010 at 11:47 AM

Greg Scraper’s comment is:

@JonSel

Whoa. Too much.

@Larry W

I’m well aware. I wasn’t suggesting to use the teams in the logo. That would be fairly classless. Rather, I was commenting on the size of the numerals relative to the size of the words “Super Bowl.” Is the focus supposed to always be on the number of games they’ve played, or on the game itself?

On Feb.04.2010 at 11:47 AM

Mellerad’s comment is:

Talking about never seeing a Super Bowl logo as bold, this one came to mind:

I’m thinking the red/blue stars (representative of AFC/NFC) are a requirement for this logo, or at least they’ve been recurring the past couple years.

On Feb.04.2010 at 11:53 AM

Cody’s comment is:

Super Bowl XLV logo just released …
http://bit.ly/d74Nfl

On Feb.04.2010 at 12:08 PM

Jason D’s comment is:

Here’s the lowdown on the new SB logo system:
http://sports.espn.go.com/dallas/nfl/news/story?id=4886793

On Feb.04.2010 at 12:26 PM

Ralph’s comment is:

Not the best effort is it. I think that the perspective and the goal post image distorts the legibility of the “L”. I am also not impressed with how the “V”ends the design.

On Feb.04.2010 at 12:48 PM

Hibryd’s comment is:

Eh, I like the second frame of sketches better. The goal post mucks it up for me: too much going on, too big of an imbalance between the colors, too hard to tell what’s what. Plus, the heavy slab at the bottom of those sketchs’ Vs balance the weight a bit; the final logo is tilting to the right.

On Feb.04.2010 at 01:05 PM

Larry W’s comment is:

@Greg Scraper:

Oh, OK! Sorry about that! :)

To a degree, that’s tradition and the fact that people know that when they see a logo like this, it means Super Bowl time. Kinda like Nike and the Swoosh.

On Feb.04.2010 at 01:58 PM

Ivan Tolmachev’s comment is:

Ah, who cares about the logo now! :) Go Saints!

On Feb.04.2010 at 02:00 PM

Robert’s comment is:

They could have at least got the perspective correct for ‘Super’ and ‘Bowl’.

Slackers.

On Feb.04.2010 at 03:18 PM

Moeed Mohammad’s comment is:

Love it. Saw it a while back and it was definitely a refreshing change from the ho hum predictable designs in the past.

Love the colors, looks solid.

Great job.

On Feb.04.2010 at 03:23 PM

ScottyM’s comment is:

Gak, I take it ALL back! The logo for 2010 is terrific compared to 2011. Attik, your creativity is admirable.

What a dud for North Dallas … shiny, antiseptic, and futuristic … kind of like the real place that is North Dallas 40, right?

On Feb.04.2010 at 03:36 PM

Paul’s comment is:

This year’s logo is the best one in the 45-year history, in my opinion. I am really sad to see them moving towards the chrome-crazy newly announced style. :(

On Feb.04.2010 at 03:55 PM

felix sockwell’s comment is:

nice job from attik. works well in 2C too. hard to beat.

On Feb.04.2010 at 04:32 PM

MSGDS’s comment is:

I like it. Looking at all of the Super Bowl logos from previous years, I think this one ranks in the top three.

On Feb.04.2010 at 04:47 PM

Grumpy Mc Grumpy’s comment is:

Come on designers, the perspective is very wonky, look at the letters!

Wouldn’t you do this in a 3-D program, and dial it in?

Sorry fan boys, this is a big lazy arsed fail.

On Feb.04.2010 at 05:56 PM

E Man’s comment is:

Just thinking they could have gone several ways with this by playing with “X” “LIV” (live), but I like how this turned out.

On Feb.04.2010 at 06:02 PM

Devin Gonzales’s comment is:

I love this logo. I got to use it in a promotion a few weeks ago. I’m willing to bet they tried another color for the goal post. It would have stuck out like a bleeding thumb. Subtlety is a hard thing to achieve.

On Feb.04.2010 at 06:13 PM

Q. Pheevr’s comment is:

I agree with Chris Weiss:

When I look at it quickly, I see all of the letters immediately. It’s actually a pretty quick read. When you try to start connecting planes, it starts to look a little weird – like M.C. Escher without the stairs.

At first glance, it looks good. The more closely I look, the less I understand it. What shape is that L, really? What would it look like if we saw it without the goal post and the other stuff in front of it?

On Feb.04.2010 at 06:47 PM

Daniel’s comment is:

superbowl 1974 wins!

On Feb.04.2010 at 07:11 PM

Jon R’s comment is:

I like it. Bold and simple for the most part. The only gripe I have is the depth at the bottom of the L. It is too thick and doesn’t align with the rest of the letters. Probably did it to fill some of the space had it been done right. Looking forward to seeing it come to life this weekend! Nice work.

On Feb.04.2010 at 10:08 PM

cheap r4’s comment is:

That’s a cool logo for Super Bowl XLIV, it’s the first logo to feature a football in it between the L and the I, and it looks exactly like the goalpsts as well, that’s a nice touch, can’t wait to see it painted on the 30 yard line at each end on either side of the NFL shield for the Super Bow…

On Feb.04.2010 at 10:10 PM

Chuck Spidell’s comment is:

I’m more of a X-Games fan but this rocks the house. The subtle highlights are especially a welcome touch without going the gradient route. Thanks to Attik for not presenting some cheesy-forced rational behind the branding.

On Feb.05.2010 at 04:19 AM

adamgf’s comment is:

I first heard that it was the 44th SuperBowl on the radio yesterday.
This morning on the news I saw the logo. The first thing I saw was the ‘XL’ which I assumed was for ‘Extra Large’ (being the USA and all) but then I saw the IV and realised it was ‘XLIV’.

When I studied the logo this morning I saw everything, the goal posts are a great touch I think. Subtle but intentional.

All in all a brilliant logo. Really really well executed. Good on you Attik, another sterling job.

On Feb.05.2010 at 05:22 AM

marcos david bendrao’s comment is:

overall i think it’s well executed, although it’s a bit overcomplicated - but then again, its an american identity so I guess it’s ok. have to say I prefer last year’s execution. It’s cleaner and clearer and much simpler.

On Feb.05.2010 at 06:01 AM

Baseline Shift’s comment is:

2010 A Spaced Odyssey (apologies to Arthur C Clarke)
2011 The Chronicles of Riddick
Don’t know much about the SB being from UK, I had always assumed that it had a longer history. The 2010 logo is powerful and looks good in the gold and black too. The 2011 logo however looks how they would have imagined a 2011 logo in 1984, welcome to the dystopian future.

On Feb.05.2010 at 06:20 AM

Adam Bestwick’s comment is:

Love it.
Nice to see (from the working sheets) that some time and effort has gone into crafting this.
The symmetry is lovely, and the use of the negative space in the ‘L’ for the goalposts is very pleasing. Could the posts have been picked out in another colour maybe? A silver or grey perhaps?
Looks great in embroidery and on the helmets (which prompted me to think about the use of silver)
I haven’t got a ‘scooby’ in terms of the game itself - but really enjoying this brand.
A+

On Feb.05.2010 at 06:54 AM

Kevin’s comment is:

Maybe it’s just me, and I know they said they got the colours from the city… but they are striking similara to Gatorade’s colours (which I’m fairly certain is a sponsor of the NFL). Maybe it’s just coincidence… and of course the green isn’t there, so I could just be reading into this a bit too deep.

Overall though, and as a big american football fan, I find this logo works really well except for the shadow under the goal post/superbowl text. Looking at it quickly you don’t notice it, but the more I look at it the more it bothers me.

Apart from that I think it works very well though, with good use of negative space as someone else mentioned, and as many have said, the well integrated goal posts that aren’t in your face enough to be cliche.

While the writing of Super bowl might be a bit small in comparison to the roman numerals, its a high enough contrast to get you to read it, in case you haven’t figured out what it’s about (as any NFL fan would) but simply the XLIV.

On Feb.05.2010 at 07:23 AM

Jo’s comment is:

Landor did a pretty good job for the XL III, but I’m pretty dissapointed on their latest release. ( http://sports.espn.go.com/dallas/nfl/news/story?id=4886793 ) We have to stop trying to make every single brand a 3D chromatic brand. It just doesn’t work.

The XLIV Logo has a retro look that makes it catchy though.

On Feb.05.2010 at 09:55 AM

Greg Scraper’s comment is:

Don’t know if you all read the brief posted by Jason D, but the Super Bowl XLV logo is the Super Bowl logo. Like, forever. All they’ll change is the stadium and the number.

I take everything back that I said about XLIV! I’d much rather have this one than the Metal Monstrosity. No character whatsoever.

On Feb.05.2010 at 10:20 AM

Erik’s comment is:

Just terrible.

The perspective is wrong (how hard could it be!), the ‘L’ and goal post relation is painfully forced, the white letters look distorted, the overall shape is dull and stagnate.

Not good enough.

On Feb.05.2010 at 11:46 AM

Andrew’s comment is:

The original logo was much more clear. I find the superbowl in the centre completely overwhelmed. I don’t get that this is a football logo when I glance at it despite there being a football dead centre.

I’m also not really sure why “duality” somehow played a defining role through the creative process. Two teams going for the same goal is loosely tied to the concept at best. Seems like a flimsy excuse for the big blocky letter concept. Looking at it repeatedly I think I like the old one better simply because it’s flat as a logo and by nature has more applications, but both are pretty similar in tone.

Attik seems to proccupied with the “largeness” of the event itself. The popularity. Again, it’s been done. The redesign was kind of pointless if you think of it that way. They ended up with what they had. But maybe that is what they wanted. Something familiar.

On Feb.05.2010 at 02:47 PM

Andrew’s comment is:

The original logo was much more clear. I find the superbowl in the centre completely overwhelmed. I don’t get that this is a football logo when I glance at it despite there being a football dead centre.

I’m also not really sure why “duality” somehow played a defining role through the creative process. Two teams going for the same goal is loosely tied to the concept at best. Seems like a flimsy excuse for the big blocky letter concept. Looking at it repeatedly I think I like the old one better simply because it’s flat as a logo and by nature has more applications, but both are pretty similar in tone.

Attik seems to preoccupied with the “largeness” of the event itself. The popularity. Again, it’s been done. The redesign was kind of pointless if you think of it that way. They ended up with what they had. But maybe that is what they wanted. Something familiar.

On Feb.05.2010 at 02:47 PM

San Antonio Employment Lawyers’s comment is:

Great work on the new logo, really enjoy the execution.

On Feb.05.2010 at 04:42 PM

Eighthave’s comment is:

I’m really surprised at the glowing adoration for this particular logo. While it’s not the disaster XLII was, it’s a weak concept to me. I much prefer the city-centric logos of SB28 thru 40, though 40 is just barely tied to the city. At least there were concepts at work there.

Since then, they have been very bland and dully football themed (thank goodness it wasn’t dully cricket themed). There’s nothing dynamic here, the ball just floats in the goal in the awkward space, the goal post creates a couple of busy spots around the crossbar, it’s forced. It’s not the design team’s call, but to me, the stars don’t do what they are intended to do, they just add clutter. This one just doesn’t do anything innovative or interesting, it just shouts louder.

As for the new “system” I think they went a little overboard phallically speaking. It’s ok, but not much fun. They’ll use it for a few years, but i bet they’ll get tired of it before long. For my money, let Michael Doret and Dan Simon alternate doing the logos as long as they want!

On Feb.05.2010 at 05:03 PM

Andy’s comment is:

It’s funny. I design for the sports industry. While the majority here seem to like this logo (XLIV) pretty well, over at the sports design message board I frequent, it’s a pretty universally hated logo. I tend to have a more open mind than most of them, and I don’t have too many qualms with this logo, but using it within layouts was difficult this past season because of its odd shape. Next year’s (and all subsequent) logos look to be even worse.

On Feb.05.2010 at 08:36 PM

Chuck Spidell’s comment is:

Saw the logo today at Fred Meyer on a couple super bowl themed birthday cakes. It was clearly identifiable and legibility still strong.

On Feb.05.2010 at 10:47 PM

J’s comment is:

Wow Attik, way to loose your dignity. Should have left this one for Landor.

On Feb.06.2010 at 09:17 PM

J’s comment is:

Wow Attik, way to loose your dignity. Should have left this one for Landor.

On Feb.07.2010 at 01:09 AM

Marcelo’s comment is:

Absolutely love it!

On Feb.07.2010 at 01:32 PM

Riddell’s comment is:

Absolutely hate it!!

On Feb.07.2010 at 05:03 PM

Pennsylvania workers compensation lawyer’s comment is:

Think that it works really well, and enjoyed it in all the promos this weekend.

On Feb.08.2010 at 01:43 PM

timr’s comment is:

I guess my question is this:

Why do the players have the superbowl logo on their shirts, helmets and other gear they wear during the game? Do they often forget the game they are playing in?

I’m pretty sure I was watching the superbowl, not sure I needed to be reminded by branding the teams shirts or helmets. Was anyone else concerned they were watching another game…

On Feb.08.2010 at 02:43 PM

Paul Rand’s comment is:

By far the best Superbowl logo to date, fun, playful and bold.

On Feb.08.2010 at 06:08 PM

Andy’s comment is:

The perspective being off has started to bug me (the lines that meet between the L and I don’t share the same vanishing point as the lines that travel back from the X and V), but the worst part of this logo is that the blue star is its own blue; a different color than the blue used as the base color in the logo. Total waste of a screen/spool on all the t-shirts and hats that were printed/embroidered with the full-color logo. One star. You’re telling me that the base color for the logo couldn’t have been 654. It had to be 289?

On Feb.08.2010 at 07:06 PM

Leslie’s comment is:

LAW & ORDER: SUPER BOWL X

On Feb.09.2010 at 01:30 AM

sansom’s comment is:

Designers who don’t get perspective are poo poo

On Feb.11.2010 at 03:17 AM

qwertyale’s comment is:

superb

On Feb.11.2010 at 01:21 PM

Richard White’s comment is:

Love it! Great job.

On Mar.04.2010 at 10:58 AM

enrolled agent’s comment is:

As a football fan myself, this is awesome!

On Mar.13.2010 at 01:06 PM

Tommy Schwieger’s comment is:

I’d like to constitute a playlist from another web page then, put it on my myspace web page. Would I get my account deleted?

On Jun.10.2010 at 07:54 PM

Latosha Vakil’s comment is:

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On Jun.10.2010 at 09:43 PM

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On Jun.10.2010 at 11:53 PM

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On Jun.11.2010 at 01:17 AM

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On Jun.11.2010 at 05:30 AM