Super Bowl LXII Branding - Concept
Tools Used: Adobe Illustrator & Adobe Firefly
Art Direction and Design: Steven Janiga
This is a case study of Super Bowl LXII branding: it is not an official logo, but a concept for the celebrating city of Atlanta in February 2028 that I created to show my process. This is a personal passion project intended for portfolio purposes only and not affiliated with the NFL.
Overview:
Key traits I’ve found in my research of Atlanta are that it is a cultural powerhouse and a resilient city. Atlanta is one of the most influential cities in the United States when it comes to music, film, and sports. Atlanta provides a dynamic backdrop for the NFL’s biggest stage that will visually blend Atlanta’s rich heritage with its fast-growing energy. The city seal features a phoenix rising from flames, which represents Atlanta rebuilding after the Civil War. Major symbols in Atlanta are the peach, phoenix, and trees, as Atlanta has over 47% tree canopy, which is one of the highest of any major city in the United States.
Research:
Design Elements
The design elements for the Super Bowl LXII Atlanta concept draw inspiration from the city’s identity as a place of resilience, culture, and innovation. Visual motifs such as the peach, phoenix, and bold geometric forms were inspired by Mercedes-Benz Stadium.
Colors
Atlanta Red
Georgia Peach
Midnight Blue
Peach Dust
Wordmark Logo
Trophy with Badge
At the heart of the Super Bowl LXII visual identity lies a pattern drawn from one of Georgia's most iconic symbols — the peach or, in this case, the peach seed. The intricate, organic lines etched across the surface of a peach seed serve as the foundational motif of the 2028 Super Bowl branding, weaving a sense of history and heritage into every design touchpoint. These flowing, ridged lines radiate outward in bold, rhythmic curves, evoking both the natural beauty of the Peach State. The peach seed pattern brings authenticity and regional pride to Super Bowl LXII, connecting the game to the soul of Atlanta and the great state of Georgia.
Pattern
Peach seeds and the pattern lines that were used inside of the word mark branding.
Full Logo
Sample Mockups
Thank you for reading!