NFL

The NFL is North America’s premier professional sports league, with a complex portfolio of teams, events, initiatives, and media platforms. The league partnered with Landor to refresh its iconic shield and introduce a cohesive visual system that could bring greater unity across the brand’s many programs and touchpoints.

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Approach

Led the design work to update the NFL shield, refining its form and introducing slab serif letterforms that reflect the strength and toughness of the sport. Developed a custom font family derived from the logotype to create a consistent typographic voice across league communications. Designed the Super Bowl XL identity and its supporting visual system to reflect Detroit’s iconic automotive heritage.

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Outcome

The refreshed NFL shield and custom slab serif typeface became the unifying thread across the league’s many programs and initiatives. The visual system extended across communications and major events, including the Super Bowl XL identity.