Photos Courtesy of Arizona Super Bowl Host Committee

The Arizona Super Bowl Host Committee and National Football League (NFL) unveiled the first look of the Arizona-themed Super Bowl LVII brand recently to contribute to the awareness and excitement for Super Bowl.

The Super Bowl LVII logo is a window into the remarkable landscape of Arizona. The creative story that will unfold this season will highlight Arizona’s unparalleled natural wonder. The visual story will also include artwork honoring the indigenous communities and the vivid colors synonymous with the stunning scenes from around the state.

“The creative elements for Super Bowl LVII focus on the iconic Arizona scenery,” says Jay Parry, president and chief executive officer of the Arizona Super Bowl Host Committee. “Super Bowl LVII is a point of pride for the entire state, so it is important to highlight features across Arizona. From northern Arizona’s red rocks and incredible night sky to the sunrise over the Sonoran Desert, each component is uniquely Arizona.”

“There is no shortcut to building a Super Bowl identity and visual brand. It has to reflect and resonate with the local community. We spend real time on the ground, immersing ourselves in what is special and true – leaning on the experiences of those who truly know the place and its people.” says Chris Stackhouse, senior creative director, leading the NFL Brand Experience team. “We can’t wait to see Super Bowl LVII come to life amongst Arizona’s incredibly unique landscape.”

The displays across billboards and LED signage around the Valley are the first elements of a more extensive campaign to roll out in the coming months.