With over a billion fans around the world tuning in to Sunday’s big game, Landor Associates, one of the world’s leading strategic brand consulting and design firms, is proud to announce it created the visual identity for Super Bowl XLIII. Working with the National Football League (NFL), this is the second identity designed by the firm for the world’s largest sporting event. Based on the theme of “Believe in Now,” which asks fans and players alike to make the most of every moment, the logo strikes a balance between the host city Tampa Bay, Florida, and the heritage of the NFL.
Super Bowl XLIII’s visual identity communicates the NFL’s larger-than-life appeal using a bold typeface, graphic style, and unique perspective (or angle) in its layout. Football yard lines are depicted in green, leading up to the iconic roman numerals in blue. The two colors represent the meeting of land and sea in Tampa Bay, while the red and blue stars on either side of the “XLIII” symbolize the two competing divisions: the American Football Conference (AFC) and the National Football Conference (NFC).
Landor’s relationship with the NFL dates back to 2004, when it completed a brand development program that included a revision of their positioning, values, and visual house style communications. Additionally, an internal brand engagement program and brand guidelines, determining the use of the NFL identity, were also developed.
“The Super Bowl XLIII identity accomplishes two goals: to leverage the NFL’s history of competition and to infuse the brand with the urgency of ‘Believe in Now’,” said Nicolas Aparicio, executive creative director at Landor. “We did this by creating a heroic and immediate graphic expression, while still referencing the topography of Tampa Bay to connect with the community.”
Launched at the end of Super Bowl XLII in 2008, the Super Bowl XLIII identity is visible on all event merchandise, advertising, the NFL website, and on players’ uniforms. The game will be held at the Raymond James Stadium in Tampa Bay.