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In the world of sports branding, there are few experiences that can top seeing a logo you designed emblazoned on the 50 yard line at the Super Bowl.  Certainly, one thing that would be even better is having the opportunity to live that dream again a second time.

One year after Studio Simon’s patriotic logo graced midfield at Super Bowl XXXVI, the National Football League called again, asking for San Diego-themed logo directions for Super Bowl XXXVII, to be played at the then-home of the Chargers, Qualcomm Stadium.


Having lived and worked in Southern California for more than 17 years and having visited San Diego on a number of occasions previously, a good deal of research for this project had already been done beforehand. Naturally, concepts explored and presented included ones focusing on surf culture, nautical themes and Spanish mission-style architecture.

Proposed logos

Digging even deeper, it was discovered that San Diego has not just one, but two lighthouses, including the Old Point Loma Lighthouse, whose lamp was first lit in 1855. However, it was decommissioned in 1891 and replaced by a new one because its site, atop a 422-foot cliff, was too high for its beacon to be seen when there was low-lying fog.


Though this historic landmark no longer guides ships through San Diego Bay, it still stands, open to the public as a museum, and it shines brightly as the focal point of the direction that was ultimately selected to be the official mark of SB37.

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