Search Archives




Powered by Squarespace
« 288. More Arabic & Western Identities Coexisting. | Main | 286. It's Xfinitastic. »

287. The Super Bowl Logo for 2011 & Beyond.

I have to admit this announcement makes me sad. On Friday, ESPN reported that The North Texas Super Bowl Committee and the NFL unveiled the logo for Super Bowl XLV, which will be the basis for all future Super Bowls. The only thing that will change from year to year is the stadium rendered in the background and of course the roman numerals. This is sad from a design critique perspective as it's great fun every year to analyze the new logo for next year's game and talk about its merits and shortcomings, the designers and their approach. It's a high-profile project that is a joy to watch unfold on an annual basis. Just a few days ago Brand New posted an article on this year's design with further insights by design firm Attik. It's a fun read and we designers all chime in with glee about what we like and dislike. Admittedly, this has little merit outside of design circles but it was all part of the fun of the big game.

Now, we're going to know not just what we'll see for next year's logo but for the foreseeable future, the logo will remain unchanged. Gone will be all the attempts at adding flair from the host city. Gone will be the sometimes hilarious design motifs. And gone will be the crazy color schemes. Although not always high design all of these elements will be missed. (See the all the previous SB logos here.) I can totally understand why the NFL (one of best managers of brand out there) decided to stick to a template. It gives a permanence and consistency that has been lacking for quite sometime. And it's the logical end to the attempt over the last few years to make the logo more about the NFL than any particular host city. It's simply a smart business move. This is the Super Bowl and this is how it will look.

Here's what we get in terms of art. A prominent, centered metallic-looking Lombardy Trophy. It's well-rendered and crafted to a high-standard, looking a lot like the real deal. We see a lot of sloppy identities, but this is not one of them. The stadium (again it will change from year to year) is also executed in the same style. And as you can see, the Super Bowl words are given an engraved and three-dimensional look and sit atop the similarly-styled roman numerals. The exact location and year are included at the bottom in a sans serif face that matches the Super Bowl text. It's rather handsome given that the logo has to have so many elements in it. The identity has the right feel, a prestigious and important tone which matches the biggest game for the sport. It's solid and proud. The only thing I would do differently is try to eliminate some of the faux-dimensional qualities. I think it would be very handsome and maybe more timely if pulled off in a more 2D quality. However, that's a small qualm and it could be argued that there is nothing wrong with the new Super Bowl identity at all.

However, that won't stop me from missing all the design-nerd discussions that allowed a few mouse-pushers to feel more a part of the game each year.

Your Super Bowl Logo for 2011 and Beyond (click for larger view):

PrintView Printer Friendly Version

EmailEmail Article to Friend

References (4)

References allow you to track sources for this article, as well as articles that were written in response to this article.

Reader Comments (3)

I think they did a nice job of building the logo in the Dallas Cowboys color scheme. Helps identify with the host team/city very well. More noble, less cartoonish than the marks have been in the past.
February 7, 2010 | Unregistered CommenterUnit B
The football looks like the plant's head from Little Shop of Horrors. Feed me! The only part that doesn't make me go, "Meh..." is the stadium photo.
March 5, 2010 | Unregistered CommenterJS
How lifeless the XLV logo looks compared to the others!
February 7, 2011 | Unregistered CommenterDesign Mixologist

PostPost a New Comment

Enter your information below to add a new comment.

My response is on my own website »
Author Email (optional):
Author URL (optional):
All HTML will be escaped. Hyperlinks will be created for URLs automatically.