Anybody who examines the history of Super Bowl logos will notice a trend that began in 2010.
The archive of Super Bowl logos on Sportslogos.net displays the evolution of the design for each year of the NFL’s title game. The first 12 logos featured similar designs before the league got more creative and colorful. In the 1990s, in particular, designers went all out in creating unique brands for Super Bowls.
Then the league unveiled the logo for Super Bowl 45 in Arlington, Texas, and announced it had partnered with design company Landor, which has handled the design of the Super Bowl logos ever since.
And it shows.
The Super Bowl logos since that partnership began have featured roughly the same look: mostly grey, featurning the Lombardi Trophy and (for the first six years) something that involved the city.
In the past three designs, the logo has become even more standardized with the design simply adding another I as the Roman numerals continue to grow.