Logo

See also Culture jamming, Guerrilla communication. Bud Grant coached four Vikings losses in the 1970s, Marv Levy coached four consecutive losses with the Buffalo Bills in the 1990s, and Dan Reeves coached four losses between two teams (three with the Denver Broncos and one with the Atlanta Falcons). The best-known organizations subverting established logos and brands are ®™ark and AdBusters. Don Shula, Bill Parcells, Dan Reeves, Dick Vermeil, and Mike Holmgren all took more than one team to the Super Bowl. Virtually all distinctive design elements related to brands or logos can become subjects to subvertising. And recently, Bill Belichick won three with the Patriots. flag with the white stars replaced with major corporate logos. Joe Gibbs also won three Super Bowls with the Washington Redskins.

Another example is the AdBusters' corporate flag, a U.S. Bill Walsh won three with the San Francisco 49ers. Perhaps the best known example of a logo "hijacked" this way is the Swooshtika. Chuck Noll won four in the 1970's with the Pittsburgh Steelers. The wide recognition the most famous logos receive provides the brand's critics with the possibility of meme-hacking, a process also known as subvertising, turning the marketing message carried by the logo (either in its pristine form, or subtly altered) into a vehicle for an alternative message, frequently highly critical to the brand in question. Tom Landry also coached two winners and three losers with the Dallas Cowboys. Perhaps the most famous (and possibly the oldest) of these is the emblem of the Olympic Games: the Olympic Rings, five interlocking rings (blue, yellow, black, green, and red respectively) on a white field. Don Shula coached two different teams: a loss with the Baltimore Colts and two wins and three losses with the Miami Dolphins.

And, logos don't have to represent commercial enterprises to be well-known. Vince Lombardi's Green Bay Packers won the first two. Note also, the right pointing arrow in the new logo is a subliminal hint of motion. Super Bowl wins and losses tend to cluster around a few head coaches. Besides creating a much stronger, shorter brand name, they reduced the amount of color used on vehicles (planes, trucks) and saved hundreds of thousands of dollars in paint costs.
. An interesting case is the refinement of the FedEx logo, where the brand consultants convinced the company to shorten their corporate name and logo from "Federal Express" to the popular abbreviation "Fed Ex". Following their 48-21 loss to the Tampa Bay Buccaneers in 2003, the Raiders posted a 4-12 record in the 2003 NFL season, the worst post-Super Bowl record, and as of the end of the 2005 NFL season, have not recovered.

Some famous examples of his work were the UPS package with a string (updated in March 2003) IBM, Goodwill Industries and NeXT Computer. The most glaring example is the Oakland Raiders. However, Paul Rand is considered the father of corporate identity and his work has been seminal in launching this field. The most recent is the Philadelphia Eagles, who lost Super Bowl XXXIX to the New England Patriots in the 2004 season (played on February 6, 2005), who posted a 6-10 record in the 2005 season. Corporate identities today are often developed by large firms who specialize in this type of work. There are notable exceptions to this pattern, such as the Buffalo Bills who went to the Super Bowl and lost four years in a row, from XXV to XXVIII. He hired a young student (Caroline Davidson) to design his logo, paying her $35 for what has become one of the best known marks in the world (she was later compensated again by the company). This effect can be traced to the loss of momentum a team has built up, accumulating injuries, losing successful free agents between seasons, and the aging of talented players.

When Phil Knight started Nike, he was hoping to find a mark as recognizable as the Adidas stripes, which also provided reinforcement to the shoe. The season after a Super Bowl loss, a team usually returns with a losing, or mediocre at best, record. Other logos that are recognized globally: the Nike "Swoosh" and the adidas "Three stripes" are two well-known brands that are defined by their corporate logo. Commentators and sports analysts note a tendency for teams that have made it to the Super Bowl and lost, to collapse the following season. Automotive brands can be summed up simply with their corporate logo- from the Chevrolet "Bow Tie" mark to the circle marks of VW, Mercedes and BMW, to the interlocking "RR" of Rolls-Royce each has stood for a brand and clearly differentiated the product line. While most home teams in the Super Bowl choose to wear their colored jerseys, only the Cowboys in XIII and XXVII, the Washington Redskins in XVII, and the Pittsburgh Steelers in Super Bowl XL have worn white as the home team. There are some other logos that must be mentioned when evaluating what the mark means to the consumer. The Dallas Cowboys wore their rarely used blue uniform tops in Super Bowl V, and lost to the then-Baltimore Colts, which has led to the widely held belief that the Cowboys do not play well in their blue shirts.

What started as International Business Machines is now just "IBM" and the color blue has been a signature in their unifying campaign as they have moved to become an IT services company. Prior to that, the home team always wore the dark jerseys. IBM, also known as "Big Blue" has simplified their logo over the years, and their name. The home team is given the choice of either wearing their colored jerseys or their white ones; this started with Super Bowl XIII. Coca Cola's script is known the world over, but is best associated with the color red; its main competitor, Pepsi has taken the color blue, although they have abandoned their script logo. The designated "home team" alternates between the NFC team in odd-numbered years (the Philadelphia Eagles in 2005), and the AFC team in even-numbered years (the Pittsburgh Steelers in 2006). Other well-known examples are: Apple Computer, Inc.'s apple with a bite out of it started out as a rainbow of color, and has been reduced to a single color without any loss of recognition. For instance, cruise ships made up the discrepancy in hotel rooms for Jacksonville in Super Bowl XXXIX and cold-weather cities such as Minneapolis and Detroit have been awarded Super Bowls because the stadium had a roof.

The logotype will be recognized from afar because of its shape and its yellow color. Exceptions are at the discretion of the NFL. The same will be true when one is looking at the airport for the booth of the Hertz Rent-A-Car company. A potential venue currently must meet these qualifications in order to be a Super Bowl host: ^{[citation needed]}. For example, a box of Kellogg's cereals will be easily recognized in a supermarket's shelf from a certain distance, due to its unique typography and distinctive red coloring. Neither of these stadiums has ever been a home to an NFL team. Due to the design, the color, the shape, and eventually additional elements of the logotype, each one can easily be differentiated from other logotypes. However, Super Bowl XIV (which involved the then-Los Angeles Rams) was played at nearby Pasadena's Rose Bowl stadium; and Super Bowl XIX (which involved the San Francisco 49ers) was played at the nearby Stanford Stadium on the Stanford University campus in Palo Alto.

In the next table, the name of these companies is shown in their specific design, their logotype. Coincidentally, no NFL team has ever played the Super Bowl on its own home turf. In these examples, recognizing the companies entails reading the name. Louis, Missouri. The following table shows the names of six well-known companies in the same typeface in all cases. The last time the Los Angeles area hosted the game was Super Bowl XXVII in 1993; the area is currently not considered a possible venue after the league's two teams vacated the city in 1995: the Raiders moved back to Oakland, California, and the Rams moved to St. There are essentially three kinds of logos:. After Hurricane Katrina damaged the Louisiana Superdome and the city, the game might never return to New Orleans.

When designing (or commissioning) a logo, practices to encourage are:. Miami has been selected to host two future games: Super Bowl XLI in 2007 and Super Bowl XLIV in 2010. Conversely, cool colors (blue, purple) are associated with lightness and weightlessness, thus many diet products have a light blue integrated into the logo. Over half of the Super Bowls have been played in one of the following three cities: New Orleans, Louisiana (9 times), Miami, Florida (8 times) and the Greater Los Angeles Area (7 total, 5 times at Pasadena's Rose Bowl stadium and twice at the Los Angeles Memorial Coliseum). Warm colors (red, orange, yellow) are linked to hot food and thus can be seen integrated into many fast food logos. Cities compete to host the game in a selection bidding process similar to ones used by the Olympic Games and soccer's World Cup. Color is also useful for linking certain types of products with a brand. The location of the Super Bowl is chosen by the NFL well in advance, usually 3 to 5 years before the game.

For other brands, more subdued tones and lower saturation can communicate dependability, quality, relaxation, etc. True to the hopes of the NFL and the networks, McCartney turned in an enjoyable but uncontroversial performance. Green is often associated with health foods.). The following year, the NFL chose Paul McCartney to perform at halftime of Super Bowl XXXIX. Red, white, and blue are often used in logos for companies that want to project patriotic feelings. This also led to the FCC cracking down on indecency and fining CBS $225,000 for the incident, as well as fining each of CBS's then twenty owned and operated stations. Loud colors, such as red, that are meant to attract the attention of drivers on freeways are appropriate for companies that require such attention. The NFL, embarrassed from the incident, permanently banned MTV from doing another halftime show in any capacity.

Some colors are associated with certain emotions that the designer wants to convey (e.g. It also didn't help matters that the game was airing on CBS, and their then-corporate sister company within Viacom, MTV, produced the halftime show. Color is important to the brand recognition, but should not be an integral component to the logo design, which would conflict with its functionality. Timberlake and Jackson have maintained that the incident was unintentional, hence the term "wardrobe malfunction". A good logo:. Many conspiracy theorists think that this was done intentionally to get everyone's attention, possibly so that Janet could get the attention away from her brother Michael Jackson, who was facing child molestation charges at the time. Because logos are meant to represent companies and foster recognition by consumers it is counterproductive to redesign logos often. In 2004, it was during halftime at Super Bowl XXXVIII that Janet Jackson had her now-infamous wardrobe malfunction after Justin Timberlake ripped off a piece of her top, exposing her right breast with a star-like ring surrounding the nipple.

The logo, or brand, is not just an image, it is the embodiment of an organization. John performed the national anthem; and The Rolling Stones played during the halftime show. Logo design is commonly believed to be one of the most important areas in graphic design, thus making it the most difficult to perfect. Super Bowl XL in 2006 featured Stevie Wonder, Joss Stone, and John Legend during the pregame ceremonies; Aaron Neville, Aretha Franklin, and Dr. In non-profit areas, the Red Cross is an example of an extremely well known emblem which does not need a name to go with, though in Muslim countries it is the Red Crescent. Because of the large number of viewers that the Super Bowl generates, a number of popular singers and musicians have performed during its pregame ceremonies, the halftime show, or even just singing the national anthem of the United States, "The Star-Spangled Banner". A sign or emblem would keep the general proprietary nature of the product in both markets. With the new television contracts beginning in 2006, NBC, which last telecast Super Bowl XXXII in 1998, will take ABC's place in the network rotation starting with Super Bowl XLIII in 2009.

Emblems will sometimes will grow in popularity, especially across areas with differing alphabets; for instance, a name in the Arabic language would be of little help in most European markets. Super Bowl XXXVIII was shown on CBS, Super Bowl XXXIX was shown on FOX, and Super Bowl XL was shown on ABC, which will be the final NFL game broadcast on that network for the foreseeable future. Examples of well-designed logos and logotypes are available in competitive design annuals. In the United States it is currently shared among three of the four major television networks: ABC, CBS, and FOX. Therefore, the trend in the recent years has been to use both logos and names, and to emphasize the design of the name instead of the logotype, making it unique by its letters, color, and additional graphic elements. The television network showing the game changes from year to year. The consequence is the notion that it makes less sense to use a sign as a logotype, even together with the name, if people will not duly identify it. [5].

Today there are so many corporations, products, services, agencies and other entities using a sign or emblem as logotype that many have realized that only a few of the thousands of signs people are faced with are recognized without a name. If the television show Las Vegas stays on the air when NBC gets their next Super Bowl Broadcast (which will be Super Bowl XLIII in 2009), they may not be allowed to promote the series during the entire block of programming. During many decades, when a new logo was being designed, owners, advertising professionals, and graphic designers always attempted to create a sign or emblem which, together with the name of the company, product, or service, would appear as a logotype. Many groups are denied the chance to run Super Bowl ads on various grounds, but Las Vegas is the only city to be denied in such a fashion; the NFL has stated that it does not want the Super Bowl to be associated with the perception of Las Vegas as a gambling mecca. The name being shaped often in a specific way by each manufacturer, these combined logotypes, which for the first time included sign and name, became extremely popular. The ban includes the game, as well as the pre-game and post-game shows. The manufacturers later began to add the name of the company or of the product to their sign. In recent years, the NFL has denied the Las Vegas Convention and Visitors Authority the opportunity to run Super Bowl ads for the city as a tourist destination.

More and more manufacturers began therefore to include a symbol, sign, or emblem on their products, labels and packages, so that all the buyers could easily recognize the product they wanted. Many people tune in to the Super Bowl solely to watch the very creative commercials. The industrial leaders became soon aware that the public would not easily differentiate their product from the same product of their competitors. Prices have increased each year, with reports citing a record $2.5 million (US) for a 30 second spot during Super Bowl XL in 2006. At that time, a significant part of the population was still illiterate. Famous commercial campaigns include the Budweiser "Bud Bowl" campaign, and the 1999 and 2000 dot-com ads. New competitors appeared from time to time, and the offer of products of a same kind increased notably. Following Apple Computer's 1984 commercial introducing the Apple Macintosh computer, directed by Ridley Scott, the broadcast of the Super Bowl became the premier showcase for high concept or simply extravagantly expensive commercials.

The new products were distributed in large geographical areas, even nationwide. [4] Although the proliferation of cable and satellite television has undercut broadcast ratings somewhat in recent years, the game is still so popular that a number of networks actually schedule original programming, such as independently produced halftime entertainment, during the game, simply to take advantage of a large audience already in front of the television. The new industrial procedures allowed a much higher output than that of the former handmade products. Super Bowl XVI is #4 on Nielsen's list of top-rated programs of all time, and 3 other Super Bowls (XII, XVII, XX) made the top 10. The origin of logotypes goes back to the 19th century, when industrial manufacture of products became important. The highest rated game according to Nielsen was Super Bowl XVI in 1982 which was watched in 49.1% of households (73 share) or 40,020,000 households at the time. Examples:. ^{[citation needed]}.

The difference between a slogan and a brand slogan is that brand slogan remains the same for a long time to build up the brands image while different slogans link to each product or advertising campaign. ^{[citation needed]} According to NFL Films...these are the ultimate Lost Treasures. The main purpose of it is to support the identity of the brand together with the logotype. ^{[citation needed]} But the NFL has put out a $1,000,000 bounty on either one of the tapes, and experts say that there is still a chance that one of the network affiliates taped the game off the live feed and saved it. In this case it is a brand slogan also called a claim, a tagline or an endline in the advertising industry. ^{[citation needed]}) According to Steve Sabol, both networks taped soap operas over the game tapes, which are presumably lost forever. If the slogan appears always in the logotype, and in the same graphic shape, it can be considered as part of the logotype. (Merv Griffin once said that a ninety-minute blank tape cost $750.

Sometimes a slogan is included in the logotype. Another reason was that videotape in those days was prohibitively expensive. While large corporations spend hundreds of thousands of dollars to update and implement their logos, many small businesses will turn to local graphic designers to do a corporate logo. According to Sports Illustrated, the only footage of the first telecast known to exist is a two minute clip of the first game.^{[citation needed]} From the early days of television into the 1960s, copies of TV broadcasts were routinely erased, mainly because nobody thought anyone would want to watch the same show they had just seen. The image at right shows an example of the two elements of a logotype. This is especially shocking for Super Bowl I, which was covered by both NBC and CBS. A logotype consists of either a name or a name and a sign. Given the immense popularity of the Super Bowl, it may be surprising to discover that videotapes of the telecasts of the first two Super Bowls are said not to exist.

This is, however, not the way it is defined by graphic designers and by advertising professionals. [3]. A common misconception holds that a logotype is merely a graphic symbol or sign. Approximately half of the remaining 2 million worldwide viewers watched from the United Kingdom. If rights in relation to a logotype are correctly established and enforced, it can become a valuable intellectual property asset. In actual fact, Super Bowl XXXIX in 2005 was watched by 93 million viewers in total, of which 98 percent were in North America [2]. Once a logotype is designed, one of the most effective means for protecting it is through registration as a trademark, so that no unauthorised third parties can use it, or interfere with the owner's use of it. There is a popular urban myth regarding the Super Bowl — that the game is watched in 234 countries by 1 billion people [1], a fact unlikely to be true considering the time of the event, and the lack of popularity American Football has outside of the United States.

To the extent that a logotype achieves this objective, it may function as a trademark, and may be used to uniquely identify businesses, organizations, events, products or services. It is also estimated that 130-140 million tune into some part of the game. The uniqueness of a logotype is of utmost importance to avoid confusion in the marketplace among clients, suppliers, users, affiliates, and the general public. This means that on average, 80 to 90 million Americans are tuned into the Super Bowl at any given moment. Emblems with non-textual content are distinct from true logotypes. households, and 60 percent of all homes tuned into television during the game). In this article several examples of 'true' logotypes are displayed, which may generally be contrasted with emblems, or marks which include non-textual graphics of some kind. The game tends to have high Nielsen television ratings which usually come in around a 40 rating and 60 share (i.e., on average, 40 percent of all U.S.

In recent times the term 'logo' has been used to describe signs, emblems, coats of arms, symbols and even flags. By any measure, the Super Bowl is one of the most watched television programs of the year. It also depicts an organisation's personality. Following his death in September 1970, the trophy was named the Vince Lombardi Trophy, first awarded at Super Bowl V in Miami. A logo is a tangible form used to represent any given article. The winning team gets the Vince Lombardi Trophy, named for the coach of the Green Bay Packers, who won the first two Super Bowl games. . The game remains his crowning achievement and was an important factor in him being selected by Time Magazine as one of the 100 most important people of the 20th century.

should be distinctly different from others in a similar market. His leadership guided them into the merger agreement and cemented the preeminence of the Super Bowl. The shape, color, typeface, etc. The NFL commissioner at that time, Pete Rozelle, is often considered the mastermind of both the merger and the Super Bowl. A logotype, commonly known as a logo, is the graphic element of a trademark or brand, which is set in a special typeface and/or font, or arranged in a particular, but legible, way. As of Super Bowl XL, former AFL teams have won 11 Super Bowls, pre-1970 NFL teams have won 23 games, and two games have been won by teams created after 1970. Icon (symbol / brandmark). Since then, the Super Bowl has featured the champions of the AFC and NFC.

Logotype/Wordmark/Lettermark (text or abbreviated text). When the NFL and AFL merged into one combined league for the 1970 season, three NFL teams joined the 10 AFL teams to form the American Football Conference (AFC), and the other 13 teams became the National Football Conference (NFC). Combination (icon plus text ). One year later, the American Football League's Kansas City Chiefs defeated the NFL Minnesota Vikings 23-7 and won Super Bowl IV in New Orleans, the last World Championship game played between the champions of two leagues. avoid culturally sensitive imagery, such as religious icons or national flags, unless the brand is commited to being associated with any and all connotations such imagery may evoke. That all changed with perhaps the biggest upset in American sports history, the AFL's New York Jets defeat of the Baltimore Colts in Super Bowl III in Miami. avoid photography or complex imagery as it reduces the instant recognition a logo demands. After the NFL's Green Bay Packers convincingly won the first two Super Bowls, some team owners feared for the future of the merger, since many doubted that AFL teams could compete with their NFL counterparts.

do not use the face of a (living) person. Starting with the third contest in January 1969, the name "Super Bowl" became official. do not use a specific choice of third-party font or clip-art as a distinguishing feature. Not surprisingly, fans and media tended to use the shorter, unofficial name. brand standard manual). Not having thought of one, the owners named the contest the AFL-NFL World Championship Game. include guidelines on the position on a page and white space around the logo for consistent application across a variety of media (a.k.a. Hunt only meant his suggested name to be a stopgap until a better one could be found.

be aware of design or copyright infringements. The name was feasible because postseason college football games had long been known as "bowl games" (the term originates from the Rose Bowl Game, which was in turn named for the bowl-shaped stadium in which it is played). design using vector graphics, so the logo can be resized without loss of fidelity (Adobe Illustrator is one of the main programs for this type of design work; open source programs like Inkscape are emerging as excellent free alternatives). The ball is now on display at the Pro Football Hall of Fame in Canton, Ohio. produce alternatives for different contexts. ^{[citation needed]} During the discussions to iron out the details, AFL founder and Kansas City Chiefs owner Lamar Hunt had jokingly referred to the proposed interleague championship as the "Super Bowl." Hunt thought of the name after seeing his daughter playing with a toy called a Super Ball. avoid gradients (colors that transition from dark to light/light to dark) as a distinguishing feature. According to NFL Films President Steve Sabol, Then NFL Commissioner Pete Rozelle wanted to call the game "The Big One".

use few colors, or try to limit colors to spot colors (a term used in the printing industry). One of the conditions of the AFL-NFL Merger was that the winners of each league's championship game would meet in a contest to determine the "world champion of football". represents the brand/company appropriately. The intense competitive war for players and fans led to serious merger talks between the two leagues in 1966. abides by basic design principles of space, color, form, consistency, and clarity. After its inception in 1920, the NFL fended off several rival leagues before the AFL began play in 1960. may be able to maintain its integrity printed on various fabrics or materials (where the shape of the product may distort the logo). The Super Bowl was created as part of the merger agreement between the National Football League (NFL) and its rival, the American Football League (AFL).

can work in "full-color", but also in two color presentation (black and white), spot color, or halftone. . should remain effective reproduced small or large. food consumption day next to Thanksgiving. is functional and can be used in many different contexts while retaining its integrity