The identity and visual language for the 40th Super Bowl was the first to use the foundation elements of the refreshed NFL system developed in 2005. Super Bowl XL would be played at Ford Field in Detroit on February 5, 2006, and, in the words of the client,“Wally is from Detroit and it would make sense for him to lead this project”.
    The logo was inspired by the vehicle badges and engine designations of muscle cars coming out of Detroit in the 60s and 70s. An odometer reference was integrated as a motion cue for a range of broadcast communications throughout the season on the Road to Forty.
    This would be the first use of the letterforms that would become the NFL’s Endzone typeface currently used today.

Creative direction and design by Wally with Bogdan Geana and Nao Okawa at Landor.

Identity and visual system design
Event graphic system

Wally Krantz’s Outside Order is based in Brooklyn, New York.

OO&Friends is a strategic design studio making creative thinking real.

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Header photography © 2024 Wally Krantz.
Neue Haas Grotesk typeface by Commercial Type.
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