Super Bowl XLThe identity and visual language for the 40th Super Bowl was the first to use the foundation elements of the refreshed NFL system led by Wally 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 leading up to the Super Bowl.
The red and blue colorway is connected to the meeting of the American Football Conference’s red and the National Football Conference’s blue.
The logo and event graphics would be the first use of the letterforms that would become the foundation for NFL’s proprietary Endzone typeface conceptualized and initiated by Wally and Annika.