The New Super Bowl Standards

Clearly this would have been more timely news about ten days ago when the announcement was first made on the Thursday before Super Bowl XLIV but, technically, we are ahead of the game by about 355 days. Just as we were all — mostly — getting excited about Attik’s work the NFL unveiled not only a new logo for Super Bowl XLV in Arlington, Texas but a whole strategy for an undisclosed number of Super Bowls to come, designed by Landor.

The NFL has historically introduced a dramatically different Super Bowl logo every year based primarily on the location of the game, and using roman numerals for greatest impact. Landor’s strategy for the new visual identity system places at the heart of it the Vince Lombardi trophy, given to the Super Bowl’s winning team each year. Depending on the NFL event, the new system allows for complementary elements to be introduced. The released version, for the Arlington 2011 Super Bowl XLV, is the first example of a region-specific identity which will include each year’s stadium venue and the roman numerals to designate the event. This system affords the NFL consistency from year to year, regardless of the playoff event.
— Landor Press Release

The NFL also announced it’s changing its postseason logo system and trophies. The AFC and NFC Championship Game trophies will change from a brown base with an ‘A’ or ‘N’ on top of it surrounded by players layered on a wall, to silver trophies in the make of a football. Playoff logos also will change to reflect the football as a trophy. All of the new logos and trophies will take effect starting with the 2010 season.
— ESPN Dallas/Fort Worth.

After forty-four years of creating new logos for each Super Bowl game, I can see why the NFL would want to standardize the process, I am sure it is no easy task for client or designer. But it comes at the expense of almost commoditizing the event, as something that the NFL merely produces the same way each year, over and over without giving each year — more importantly, each of the Super Bowl teams — the individuality it deserves. But let’s assume the strategy is correct… The execution is simply boring and I can’t imagine it getting more exciting as years go by. Celebrating the stadiums in the logos seems to me the strangest thing to do, especially when you get to structures that aren’t as relatively exciting or with iconic features as the Cowboys stadium. And as the football shot below demonstrates, once you remove the Vince Lombardi trophy shiny effect, the logo is just a clunky bundle of elements.

Logo on football as 2-color application without 3D effect. Image source.

thehappyhuskie’s comment is:

This is a tough one.

On one hand I enjoy seeing the different identities for each Super Bowl as each is an individual event, in the same way the NFL teams are each individual.

However, I have felt for years they are sorely lacking any level of consistency at the minimal level (i.e. the NFL logo anywhere). So I am, pretty much torn down the middle.

I think the execution is blah and lacks any inspiration. But, mayhaps that is because this is a first approach, it will be interesting to see the results five, ten years from now, and whether or not this actually is adhered to.

On Feb.15.2010 at 07:28 AM

E’s comment is:

On Feb.15.2010 at 07:38 AM

Brendan’s comment is:

As much as we all love a different logo every year, the strategy makes sense. The NFL knows about branding, and I’d trust their judgment here.

That being said, I dunno about this as a solution. Though featuring the Lombardi Trophy makes perfect sense, the logo flattens poorly, it’s really tall, and it’ll be tough to achieve a consistent look between Super Bowl L and Super Bowl LVIII.

On Feb.15.2010 at 07:54 AM

Gunther’s comment is:

Well, at least it’s shiny and 3D-ish. So it has to be modern…

On Feb.15.2010 at 07:59 AM

ScottyM’s comment is:

Worst logo of the year. Hands down. Absolutely terrible decision to take the local flavor out of Super Bowl icons.

44 years of character reduced to formula. Brilliant!

On Feb.15.2010 at 08:00 AM

Tomasz Ronda’s comment is:

My first conclusion was that someone trying to show me middle finger. I am not in the target group, don’t know much about Super Bowl or NFL, but I really liked this year’s logo, where the next one is just dull.

On Feb.15.2010 at 08:06 AM

Jordan Koschei’s comment is:

I’m not the first commenter to say this, but does the logo system really need to be formulaic? I’m not a football fan, but I enjoyed seeing a new flavor of logo each year. They tended to be well-designed, and the difference each year made the Super Bowl a little quirkier and more approachable from a design standpoint.

On Feb.15.2010 at 08:06 AM

Tomasz Ronda’s comment is:

My first conclusion was that someone trying to show me middle finger. I am not in the target group, don’t know much about Super Bowl or NFL, but I really liked this year’s logo, where the next one is just dull.

On Feb.15.2010 at 08:08 AM

Jordan Koschei’s comment is:

I’m not the first commenter to say this, but does the logo system really need to be formulaic? I’m not a football fan, but I enjoyed seeing a new flavor of logo each year. They tended to be well-designed, and the difference each year made the Super Bowl a little quirkier and more approachable from a design standpoint.

On Feb.15.2010 at 08:09 AM

Dale Campbell’s comment is:

looks like they simplified the logo for the printing on the ball. I would be interested to see that particular rendition as my first thought was “good luck trying to get that to reproduce well on uniforms and footballs”

On Feb.15.2010 at 08:10 AM

Nick Irwin’s comment is:

dang that logo is bling blang

On Feb.15.2010 at 08:11 AM

Matt May’s comment is:

Something boring and corporate? From Landor? Well, I never.

On Feb.15.2010 at 08:12 AM

Joseph’s comment is:

I’m surprised they didn’t add a lens flare. You know, for “dramatic effect.”

I can understand the reasoning behind the strategy, and I’m ok with that. While it may pose a few challenges, I can see how it makes sense. On execution though, as others have said, this falls short.

Brendan made an excellent point - how is this going to fare with single digit Super Bowls? It’s going to look either incredible top heavy, with the single Roman numeral centered beneath, or they are going to have to incorporate some new decorative element to balance it out.

Honestly, who’s idea was it to dip the entire logo in a chrome effect? Again, to repeat others, while this looks ok (not great, but ok) in full rendering, it flattens horribly.

Overall, meh.

On Feb.15.2010 at 08:15 AM

djc’s comment is:

Looks like a penis.

On Feb.15.2010 at 08:35 AM

tco’s comment is:

HAHAHAHAH at E

This is a boring strategy executed in a fair manner. I guarantee this isn’t going to be the worst one we’ll see, but it’s unfortunate as I really, really enjoyed last year’s. No color is kind of cold.

On Feb.15.2010 at 08:46 AM

Jason D’s comment is:

It seems oddly appropriate for SB45 – an over-the-top logo to go with an over-the-top stadium – but I don’t want to look at this every year.

On Feb.15.2010 at 08:47 AM

Emily’s comment is:

djc - my thought exactly! I guess that makes it manly and expected and horrible

On Feb.15.2010 at 09:01 AM

Nate’s comment is:

Notice that it’s two different versions on black or blue background? Looks like it’ll be part of the standard to chose a different rendering based on the color of the background.

That sounds both practical AND fun for designers that have to use it.

On Feb.15.2010 at 09:02 AM

Jeff’s comment is:

Yep. Penis.

On Feb.15.2010 at 09:12 AM

twoeightnine’s comment is:

Jerry Jone would kill people if the logo didn’t feature his new adult playground.

As much as we all love a different logo every year, the strategy makes sense. The NFL knows about branding…

They do but they also don’t. They have a lot more misses than people give them credit for. Did you know that every season has a theme? Can anyone name any of the themes? This past year’s was “Own the Moment.”

On Feb.15.2010 at 09:22 AM

Eric’s comment is:

Not sure I see the benefit of this standardization.

If there’s a long term cost savings, it seems minor compared to the potential merchandising money for unique solutions. If my team wins the Super Bowl (da Bears), I want to buy a cap with that year’s logo. If it looks just like the previous year, my interest would drop. It’s a surprising move for the NFL, who routinely cranks out novel items like throwback jerseys just to make a buck. Are they actually turning away money for the sake of consistency?

Creatively, the Super Bowl has been THE forum for aspiring ideas in advertising. Shouldn’t the logo be part of that? We could also have just one postage stamp, but where’s the fun in that?

On Feb.15.2010 at 09:25 AM

Kyle’s comment is:

As far as the new system goes, two main issues I have:

1.) I don’t know why they insisted on taking color out of the equation (or maybe they didn’t?) but that seems like one of the worst offenses/easiest ways to somewhat improve it.

2.) Someone nailed it earlier when they asked how single digits will look — which will be important in five short years with Super Bowl L. Good luck to the designer who gets to try to make that look good within this new system.

Unfortunately, b/c the NFL can put a bad logo on anything and sell it (have you seen the Tampa Bay Buccaneers logo?) people will hail this as a great move. Personally, I think it’s the perfect visual system for the evolution of the league; as it’s moved from a sports league to THE sports league in the U.S., it’s only fitting that it develop a monolithic system for its propaganda.

Finally, a remembrance of the discarded: It’s a sad day when one of the most powerful marketing machines in the world doesn’t think they can support an original visual brand identity for their biggest annual event. Those first 44 Super Bowl logos, while not always exceptional, really do have strong mental association for me and plenty of other fans. I can look at a lot of those logos and instantly remember the game and the chronological context. I can’t see any way the new system will do that for me. I’m left to try and forge that visual memory connection with a roman numeral.

On Feb.15.2010 at 09:29 AM

copydemic’s comment is:

As an avid football fan, this falls short as well. Part of the excitement of the Superbowl each year is the unique match-up produced by the very unique storylines that brought the teams to the well-watched contest.

With this new identity system, the NFL has stripped the Superbowl of that feeling of uniqueness and made it feel more commoditized. “There was a Superbowl last year, there’s one this year and there’ll be one next year.” I understand the urge for standardization (could be yet another casualty of cost-cutting measures), but I think the Superbowl deserved more consideration.

On Feb.15.2010 at 09:38 AM

Chad Kaufman’s comment is:

Falic for sure. Or in the context of the stadium that surrounds it, a crooked space needle structure.

Sure the roman numerals work great for next year, but did they consider when they get to XLVIII. It will totally mess up the vertical layout.

On Feb.15.2010 at 09:38 AM

Larry W’s comment is:

It makes sense to do and it has to be a little easier on the designers, but we’ll see where it goes.

On Feb.15.2010 at 09:55 AM

Nate Perry’s comment is:

Fail.

On Feb.15.2010 at 09:57 AM

Jeff’s comment is:

Agree with copydemic.

Different Super Bowl icons chime back distinct memories. You can strip away all textual image information besides the graphics of any of the Patriots Super Bowl victories this past decade, and it chimes back distinct memories of that Super Bowl for me. Each Super Bowl will lose its originality.

You lose this:

Imagine that Super Bowl without the significance of 9/11 and American pride and patriotism tied to it. Football is America, not Vince Lombardi.

On Feb.15.2010 at 10:14 AM

M. Smith’s comment is:

The Attik one is crappy, this is even worse.

These posts are making me depressed, can we have some good design Armin?

On Feb.15.2010 at 10:24 AM

Alex P.’s comment is:

The yearly unique Super Bowl logo seemed to be a great visual record that memorialized the time and place of the event. As a sports fan, it’s a shame we’re left with this terminator style machine logo from here on out.

On Feb.15.2010 at 10:44 AM

Michelle’s comment is:

There are several things I can say about this.

First: Jerry Jones had his whole hand in this pie. More than likely, he’s the one who pushed the idea of having his monstrosity of a stadium included in the logo. While the building may be visually stunning, as a resident of North Texas, I relate more to the people forced out of their homes by a private company to provide enough space for the hubris that is Jerry Jones.

Second: I can see where stanardizing parts of the logo design would add a sense of continuity from year to year, but not at the cost of losing the originality and flavor of each individual game and host city. I think that the NFL is trying to take the easy way out in haveing 75% of the logo remain the same. Football is about having fun, not sucking and kissing up to the corporate ad worlds butt.

Third: (and this includeds another Jerry Jones rant) The logo is DISGUSTING! As many people have stated before, there can be phallic connitations to the design as well as an association to the “birdy” finger. The logo is egregious and over the top, just like Jerry Jones and his Cowboys Stadium. As a designer, I have to think of all the applications of the design. How well will this translate to embroidery, how about traditional screeprinting? The chrome effect is highly overrated and overused and appears to cheapen the whole overall look of the design.

Whew! Okay, there’s my rant. Thanks for reading.

On Feb.15.2010 at 10:49 AM

Alex P.’s comment is:

The yearly unique Super Bowl logo seemed to be a great visual record that memorialized the time and place of the event. As a sports fan, it’s a shame we’re left with this terminator style machine logo from here on out.

On Feb.15.2010 at 11:11 AM

Von Glitschka’s comment is:

Kind of fits Texas and all being that it looks like a trailer hitch.

On Feb.15.2010 at 11:17 AM

Baseline Shift’s comment is:

Super Bowl chrome dildo - now available for Xtra Large, umm

On Feb.15.2010 at 11:27 AM

Mike S’s comment is:

One important thing to consider is that this logo OOZES with the chromified, Web 2.0 look that is digging its claws into logo designs worldwide. Though it is a look that is at the present a modern approach that utilizes the advances in design software and production equipment technology, it is also far from a timeless look, and I think even the designers behind a lot of this look know that it will relegate itself to this nook of history a decade or two from now.

That being said, look at the Super Bowl logos from 1970, 1974, 1979, 1986, even 1995 and imagine if they were revealed as “the new standard” to be used year after year, and how poorly those logos would have fared over the course of time. Just because the whole thing is chrome dipped does NOT mean it will stand the course of an ever-changing aesthetic. In five years, this will look behind the time.

And in agreement with above commentary, Jerry Jones’ fingers in this project are painfully obvious in the rendering of Cowboys (or, should I say, North Texas) stadium, which is as architecturally marvellous as it was budget draining, in the background. When the Super Bowl moves to a stadium without as much billion-dollar exterior character, the rendering is going to be downright HORRIBLE.

Thumbs down across the board.

On Feb.15.2010 at 11:34 AM

Adam K.’s comment is:

They’ve had consistency before. 25, 27, 29, 32 and 34 all had the shield element going; 8-12 all used the same font as did 40-42; 19-24 all at least look themed.

And really the XL and the XLI logos were identical. Result: 41 felt boring. And when they kept parts of the visual identity for XLII and put it in front of the state of Georgia, it got more boring.

Super Bowl 28 (XXVIII) was close to logo perfection. Can we go back to that please?

On Feb.15.2010 at 11:35 AM

Adam K.’s comment is:

They’ve had consistency before. 25, 27, 29, 31, 34 and 36 all had the shield element going; 8-12 all used the same font as did 40-42; 19-24 all at least look themed.

And really the XL and the XLI logos were identical. Result: 41 felt boring. And when they kept parts of the visual identity for XLII and put it in front of the state of Georgia, it got more boring.

Super Bowl 28 (XXVIII) was close to logo perfection. Can we go back to that please?

On Feb.15.2010 at 11:37 AM

Rian’s comment is:

This is hands-down the first SuperBowl logo I’ve liked in a long, long, long time. I can imagine how it will function year to year. It has personality and feels less like a sub-par municipality logo and more like a brand worthy of the biggest sporting spectacle in the US.

On Feb.15.2010 at 12:05 PM

Spike’s comment is:

Another shiny, 3D, glossy logo. Hooray!!!

On Feb.15.2010 at 12:26 PM

Jeremey’s comment is:

Well I agree with most of the previous comments. I think there’s too much emphasis on the trophy (which looks a bit like a middle-finger, as many have pointed out), and not enough on “Super Bowl”, which looks like a footnote in my opinion. Also, I think the colorless logo could work for a 1-color icon, but there should also be a full-color version.

On Feb.15.2010 at 12:40 PM

Dennis’s comment is:

We all know that Cowboy Stadium is home to the world’s largest dick, but why would you need to advertise Jerry Jones on the Superbowl logo?

On Feb.15.2010 at 02:39 PM

Peter’s comment is:

I think that this is one of those times when large scale design companies and their giant strategic departments has missed the whole story and significance of the occasion. It has become just another generic logo rollout.

On the Landor page they also say this “the new identity system will be used during the playoffs and captures the intense and emotional spirit of contest and achievement that builds each week as the teams reach for professional football’s ultimate quest: The Super Bowl.”

How does a monocromatic logo like this capture the intense and emotional spirit of the contest?

I don’t live in the US and i have a different appreciation of the NFL and the Super Bowl. It is both local and international and gets an amazing amount of press outside the States. That being said, it is still about 2 teams and their identities, fans etc. It is about the host city and what it brings and not just about the trophy.

I personally think this is a real shame but i will wait to see how it is treated over the coming year.

On Feb.15.2010 at 02:58 PM

John Mindiola III’s comment is:

First off, everybody needs to stop freaking out. This makes sense. Keeping the Roman numerals is good, it helps keep the larger-than-life nature of the game intact. The shine? Well, it’s the most-televised show on television (almost) EVERY year. Shine it up, put some bells and whistles on it, let it sing lead in the band. The only beef I have is with the stadium renditions. When you consider the fact that the vast majority of the Super Bowls have been played in Miami, San Diego, Tampa, Dallas, and Houston, it will be VERY boring to see these stadiums appear in the logo year after year. Plus, without being told what city it’s in, would the average NFL fan be able to tell what stadium it is? I know I wouldn’t. I do know that the stadium will only appear in the REGIONAL version of the logo each year. So, those markets close to the host city will see that version and the national version (ie, no stadium), but the rest will (probably) only see the national version.

One side note: I think that the focus of the logo on the host city isn’t really all that great. When you think about it, it would be much more appropriate to have the two teams’ colors/mascots involved somehow. This would also make it FAR more memorable, in the sense that fans could look back years later and instantly remember the teams (even if the colors/mascots changed since then). Unfortunately, from a marketing perspective, this just isn’t possible. The two teams aren’t decided until two weeks before the game, but the logo is already in heavy use before the season even starts.

If there was some way to include the teams’ colors/mascots in the logo that wasn’t a complete mess, I’d be all for it. Anybody have any ideas how to do that? I’d love to hear them!

On Feb.15.2010 at 04:10 PM

ican haz’s comment is:

John Mindiola III, go off yourself. You know nothing about branding or design. It was incredibly painful to read what you wrote.

On Feb.15.2010 at 05:09 PM

Paul Rand’s comment is:

What a pathetic and cliché logo identity by the once renown identity & branding firm Landor. The logo needs more metallic and bevel effects, LOL. And while the geniuses at Landor are at it, they should make the stadium and trophy larger! I guess everything in Texas is bigger, including their horrific and clip art style Super Bowl XLV logo identity.

- “Bryce tools 2003 called, they want their filters back”

On Feb.15.2010 at 05:12 PM

Matt2’s comment is:

http://freshmedia.ca/media/SuperBowlLogos.jpg

I see the NFL’s point, but it does make the Super Bowl a little less super. The old logos, with a different one for each game, sent the message that each one was special, the culmination of an entire season into a single event. Now… well they’ll just be playing it again next year, right?

There was a long stretch where only red/white/blue was used, from 17 to 26 or maybe 27. If you’re going to link SBs together I’d rather see something more subtle like that.

If we’re going to recycle logos, though, the XVI logo has really grown on me as a candidate, old as it is. Just change the colors every year, maybe change the font once in awhile. Giant roman numeral with connected serifs, little bit of beveling for effect, simple yet authoritative, you can reproduce it anywhere you want, works great in black and white. What else do you need?

On Feb.15.2010 at 05:29 PM

felix sockwell’s comment is:

it doesn’t bother me. i kinda like it.
keep in mind, most folks (like me) from
Dallas ain’t that into whatever Thristype
Rick Valicienti or Sagmeister is doin’.

On Feb.15.2010 at 05:37 PM

josh’s comment is:

what? no more jumping dolphins and palm trees?

On Feb.15.2010 at 06:36 PM

Matthew Brown’s comment is:

It bugs me when people call something phallic all willy-nilly… but this looks like a shiny, erect cock n’ balls, right?

On Feb.15.2010 at 06:41 PM

Neil Martin’s comment is:

Don’t worry, there’s still two years for a new identity to replace this.

On Feb.15.2010 at 08:11 PM

jocke’s comment is:

A penis?! Way to go!

On Feb.16.2010 at 12:53 AM

Bill Dawson (XK9)’s comment is:

OK, in the interest of full-disclosure, I’m not a big fan of Landor. I think the corporate mentality of Landor effects the work they produce. The work is seldom inspired, more often diluted, polished to a smooth blandness.

I think the NFL will in time discover that this logo system is a bad business decision. The individuality of the NFL teams and their identities feeds their merchandising mega-business. The unique logo for each Superbowl also fed a merchandising directive.

Sports logos MUST look good on t-shirts and other merchandise. I cannot see your average NFL fan getting excited about owning a souvenir bearing the generic, shining Lombardi phallus.

On Feb.16.2010 at 02:13 AM

phanyxx’s comment is:

I actually like it. Then again, I can’t stand football, so who cares if I like it!

On Feb.16.2010 at 03:50 AM

cody’s comment is:

All I see a big, shiny phallus. I blame Jerry Jones

On Feb.16.2010 at 09:38 AM

alejandro Sacasa’s comment is:

When I first saw this logo, I didn’t realize it was part of a new identity, and I simply misread it to be next year’s Super Bowl logo to be played at the new Dallas stadium. If that were the case I could go with this concept. The logo’s look fits in perfectly with the new stadium as well as Texas style. Isn’t next year’s game being broadcast by Fox? Even better; Landor can add chrome busts of Bradshaw and Long along the ends.

However, as a new ID system for the SuperBowl franchise, I agree with most of the comments here; I just don’t see it working in the long run.

On Feb.16.2010 at 09:51 AM

Alphonse’s comment is:

I for one welcome our well hung stainless steel robotic overlords.

On Feb.16.2010 at 10:39 AM

jen’s comment is:

Yawn.

Bored with the metallic faux-finish thing already. What year is this? Just because Illustrator keeps getting better doesn’t mean you can keep using dated techniques, as if executing them better makes up for the fact that it’s an old idea.

Ridiculous connotations associated with the … verticality of the logo. Sad the small amount of camp/local colour is gone. It’s just boring, boring, boring on every level. Probably designed by committee.

On the plus side, it will be a hilarious 2-D / 3-D plastic keychain.

On Feb.16.2010 at 11:26 AM

Sean’s comment is:

I agree with the previous posts of maintaining individuality of each year’s SB with an unique logo. I could see this as an accessory logo that is only updated with the numerals and no stadium.

But I believe this will dilute the individuality and effectiveness and you still need a brandmark that is unique to the region or venue.

The few recent brands have been slightly interesting but lukewarm in my opinion.

On Feb.16.2010 at 11:28 AM

jen’s comment is:

Yawn.

Bored with the metallic faux-finish thing already. What year is this? Just because Illustrator keeps getting better doesn’t mean you can keep using dated techniques, as if executing them better makes up for the fact that it’s an old idea.

Ridiculous connotations associated with the … verticality of the logo. Sad the small amount of camp/local colour is gone. It’s just boring, boring, boring on every level. Probably designed by committee.

On the plus side, it will be a hilarious 2-D / 3-D plastic keychain.

On Feb.16.2010 at 11:33 AM

Joel’s comment is:

Thinking about this from the perspective of merchandise, I think this is a horrible idea. As soon as the Super Bowl is over, fans flock to their nearest mall and pick up the new hats and shirts of the winning team embroidered with the team logo and the SB logo. How boring is the merchandise going to be in three years?

I sure hope the MLB doesn’t take a cue from this. I love seeing a new logo each year!

On Feb.16.2010 at 12:20 PM

Andy Charly’s comment is:

The whole thing is technically only 1 color; completely constructed of black to white gradients, though when it is screenprinted it will probably work better as a duotone of black and grey. There are also two versions of the logo for embroidery. One for large projects over 4 inches and one for those applications smaller than 4 inches. As it stands now, it looks like silkcreening this little guy is going to be quite the challenge, especially given the volume of product that has to be rushed out of the warehouses around super bowl time.

On Feb.16.2010 at 12:22 PM

Joel’s comment is:

On the subject of merch:

http://www.ourkitchensink.com/tag/what-happens-to-the-losing-teams-merchandise/

On Feb.16.2010 at 12:27 PM

MSGDS’s comment is:

I can understand why they’d want to standardize, but I liked the unique logo designs that were developed each year. This approach may not be very appealing a few years from now.

On Feb.16.2010 at 12:44 PM

MSGDS’s comment is:

I can understand why they’d want to standardize, but I liked the unique logo designs that were developed each year. This approach may not be very appealing a few years from now.

On Feb.16.2010 at 12:51 PM

Juliana’s comment is:

ewwwwwwww.

On Feb.16.2010 at 02:37 PM

Rob Loukotka’s comment is:

While I appreciate their effort to not radically alter the design each year, I would bet this doesn’t last long. Their history IS change, their tradition IS that the logo was tailored to each year. While this plan will surely go ahead this year, and possibly the next, I’m sure the public backlash from “Hey, our city’s logo looks just like theirs!” will lead the NFL to once again allow variation each year.

Regardless of how we all feel about the design itself, which I agree isn’t very strong… it’s how the public reacts that may determine whether or not this sticks. Cities go out of their way, spending millions on infrastructure, to prepare for the Super Bowl behing hosted there. You better believe they’ll be fights about the branding if they look the same as XYZ city before them.

That said, I think the majority of Americans have associated roman numerals with the Super Bowl. Other than movie titles and the Super Bowl, they’re rarely used. You could scribble XLV on a napkin and people would think “Super Bowl Logo”. As long as they stick with that, they’ll be fine.

On Feb.16.2010 at 03:59 PM

Glenn Sakamoto’s comment is:

Wow. You paid HOW much for that penis?

On Feb.16.2010 at 06:08 PM

Quinn’s comment is:

Even know I know it’s not, that NFL logo looks strikingly visually off center… it keeps bothering me! Meh, not a fan of the design at all…

On Feb.16.2010 at 08:11 PM

Eighthave’s comment is:

Some of the comments on this are just juvenile, then there are the penis ones…

This logo is very well thought out in terms of nailing what a super bowl is and what a majority of their fans. If you don’t know why the whole thing is silver, you haven’t paid an ounce of attention to a super bowl before. Phallic? Sure, middle finger? Absolutely, no mistakes made on those fronts. I do onder about the reasoning behind the “system” approach, though, there must be something more going on here than laziness or cheapness (both could be significant factors no doubt) but i wonder if the logistics have somehow become so far-reaching that they need to be able to plan things around the logo more than a year in advance and the system gives them the ability to do that far in advance.

That said, I like this better than the past four or five, but it is very unsatisfying. They replaced the pagentry with majesty and took much of the fun out of it in the process. This is an awesome system for the “Host City Committee” logos, but for the game itself, it needs color, it needs fun, it needs vitality, it needs to signify reaching a destination (beyond the literal).

I don’t think this is going to hurt logo merchandise a bit. Outside of the event and in the cities with teams in the game, you don’t really find much stuff with just the sb logo on it, and in those places the logo is going to be a big a big seller regardless of its simarity to past logos.

I know I’m repeating myself, but just let Michael Doret or Dan Simon take turns doing it already!

On Feb.16.2010 at 10:03 PM

BrowneInc’s comment is:

Why does everything have to be 3D and chrome? WHY?

On Feb.17.2010 at 12:23 PM

Stereo Radiation’s comment is:

Looks unique to me. Oh, wait….

And going back several years.

On Feb.17.2010 at 01:28 PM

Huntley Brinkley’s comment is:

We’re currently experiencing the Winter Olympics hosted by Vancouver. They have a long history of providing a simple and powerful brand in the five rings while letting the host city create a unique identity. Every two years its exciting to see what new companion graphics are created and what color palette in selected. Vancouver’s acid green and bright blues stand out against the stark white.

Sadly, this NFL Superbowl identity shows none of the creativity of the Olympics and looks cluttered and boring. This is a major failure that will probably be corrected within a couple of years.

On Feb.17.2010 at 01:38 PM

Stereo Radiation’s comment is:

In case the above image doesn’t show up….

On Feb.17.2010 at 01:43 PM

ANate’s comment is:

I have no problems with this logo being 3-D and chrome and shiny. The trophy is 3-D, chrome and shiny. The NFL is flashy and shiny. The Super Bowl is flashy and shiny. If there was any appropriate time to use the chrome, metallic effect, this has got to be it.

On Feb.17.2010 at 03:27 PM

Greg Scraper’s comment is:

From a merch perspective it doesn’t make sense. Super Bowls are rarely about rooting on a favorite team in the city they choose each year - most of the time the city chosen doesn’t have a shot in hell of making the playoffs, let alone making it to the big game. No, the Bowls for the people who go are a social event, and “I went to Super Bowl XLIV” is a status symbol. When the personality is stripped from the logo, and merchandise from one year looks just like merch from the previous year with a different number (that you have to take a second to remember your third grade math to understand anyway), then sales go down. I give this three implementations before they go back to truly personalizing each logo.

On Feb.17.2010 at 04:09 PM

dwight schrute’s comment is:

This is a bad fucking idea. When I look at the Super Bowl logos, I like to see how the design styles change with the time. This one will not work and I especially fucking hate logos that have that stupid glossy look. “Trends are best left to the fashion industry.”

Landor is turning into Wolff Olins.

On Feb.17.2010 at 04:56 PM

CJ’s comment is:

The best part about the Super Bowl logo is it’s diversity from year to year, highlighting style changes, etc. It seems that Landor has thrown simplicity out the door with the logo’s bling bling gradients and what not. It looks just awful in two-color and I can’t image when it applied to web banners in a VERY TINY SIZE… It doesn’t seem like the logo’s application was taken into consideration….

On Feb.18.2010 at 01:50 AM

Marcy C’s comment is:

Did Jeff Koons design this?

On Feb.18.2010 at 12:53 PM

Andy T’s comment is:

It’s not a logo it’s a poor illustration.

On Feb.18.2010 at 04:34 PM

Adam303’s comment is:

like everyone else says…looks like a penis. which i guess works cause it is a “man’s” game…

On Feb.19.2010 at 01:00 AM

Andy’s comment is:

Hate to be a hater, BUT;
is anybody else tired of Landor getting every identity project and then phoning it in?
They must have the most amazing account pitchmen…

On Feb.19.2010 at 01:12 AM

Mark Verlander’s comment is:

There is no soul or energy here, awful. I love and respect Landor, but they are not a sports identity firm, they really dropped the ball.

The premise is also wrong. The logo should change every year. You can’t rationalize or strategize or brand everything to death, for years to come. Some things you just have to feel and be in the moment. Super Bowl is like an annual concert or music festival, it needs to be fresh. It should make you feel good about being a part of it. This does none of that.

Aside from the teams I’ve designed, I worked on the NFL calendar logos (draft, kickoff, playoffs, etc) which have been in use for several years now. They were designed under the same premise (on the advice of Landor to the NFL.) After a few years they become totally dull. Sports should mix it up!

The NFL is a fantastic opportunity for design and designers to shine. It’s got as much exposure, budget and opportunity as the Olympics, except every year! Think of the artistic inspiration that could happen. As it is now though, the NFL is not structured to give this level of importance to design, it only considers design as a business commodity.

By locking in brand solutions like this, the NFL does a disservice to fans who deserve fun and excitement in all aspects of the sport, including visual inspiration. What they should do is reach out to various artists and designers that can bring life and vitality to the moment.

The Olympics are beautiful to behold. The NFL could be as well if they let art flow rather than trying to limit it.

On Feb.19.2010 at 08:31 PM

TimMcG’s comment is:

fumble.

I don’t like this for two reasons:

1. I think it does not make much sense branding wise:

Each logo picked up a different momentum when introduced. The branding happened when people had an experience with it. Not because they see “roughly the same logo” over and over every year. It’s like a banner ad on a website you visit regularly: If it’s the same banner for 6 months you don’t see it anymore after visiting the 10th time. You sort of erase it from your browsing experience. Same might happen here, it’s certainly not having the momentum, lacks dynamics and is just upright stiff to start with. Something I find wrong for a sportslogo. It appears more like the official commission of football associations and coaches (bad example but you get the idea).

2. I think marketing wise it does not make sense in selling merchandise:

Again, how boring will it be to collect shirts or items branded with this logo year and year over? Wasn’t most of the fun in the merchandise the many colors, the many facettes, the many logos? It defenitely will lack uniqueness.

I think it would’ve made much sense to brand each year differently with ONE element holding it all together. That could’ve been a graphic element, seal, stamp, bar, banner, … type, sentence, whatever you name it. There are a million possibilities for this.

That way it would’ve allowed for a line extension-like-setup. Making each year the new unqiue product (new styles, new tastes, new ingredients, new packaging sizes…) without losing any branding effect.

On Feb.20.2010 at 07:25 AM

Zii’s comment is:

Sorry, but I was sleepy when I read this article… When I saw the new logo and the name after that the first thing I read was ‘Super Blow’.

On Feb.23.2010 at 06:48 PM

Ryan Cuthriell’s comment is:

This is a terrible mark and system. It doesn’t come close to matching the excitement which comes along with the largest sporting event in the United States.

Each year comes a high level of anticipation waiting all season for what two teams will get the privilege go to play in the Superbowl. With that comes a unique logo. What this does is validate the importance of each NFL season and each Superbowl. This new mark will essentially say every season is the same. Agreed with TimMcG’s comment that this will also limit the sales of Superbowl memorabilia since everything will look identical!

Also, the Superbowl is played in only a handful of the largest stadiums. So adding a stadium behind the Lombardi trophy will only showcase a select few year to year.

Flag: Ruffing the excitement of the game.

On Feb.26.2010 at 10:34 AM

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On Feb.26.2010 at 01:42 PM

DANBILLION’s comment is:

Forget the ring. Put this baby on a GOLD CHAIN! OFF THA HOOOOK!!!!!!!

On Mar.10.2010 at 03:07 PM

movelab’s comment is:

um, does anyone else see a shiny penis with a football on top?

On Mar.11.2010 at 11:10 AM

Dallas Cowboys Now Guy’s comment is:

hello I think the players have done pretty good this season and I look forward for 2010 season.

On Apr.28.2010 at 03:10 PM

Erin’s comment is:

it’s a penis.

On May.06.2010 at 01:19 AM