Over a year prior to the biggest moment in sports the Internal NFL Creative Team begins work researching, drafting, iterating and refining a series of graphic assets, patterns, photography and guidelines to embody the look and feel of Super Bowl. The drive, creativity and cultural impact the city of Atlanta has had on our nation inspired our team to create a kit of parts representative of that energy and enthusiasm.

The league works close with a variety of partners to extend the style guide elements to a decor program, completely enveloping the host city in custom artwork. From the airport to the seating in-stadium, every touchpoint our fans encounter is considered. The landscape of Super Bowl City combined with social, digital, broadcast and beyond, the Super Bowl LIII campaign reached millions. Shining light on the efforts of the season’s best teams and illuminating the south for the world to see.