FedEx Orange Bowl

Miami, FL
for: Landor Associates

The Orange Bowl Committee each year hosts the nationally televised Orange Bowl football game on New Year’s Day. The Orange Bowl symbol “O.B.” was dated and was being used inconsistently in the many Orange Bowl activities. Analysis revealed that there existed no rules for consistently linking sponsors to Orange Bowl events, nor for preventing illegal third-party infringement of sponsors’ rights on myriad merchandise and promotions. The new Orange Bowl identity contemporizes the New Year football classic’ brand and promotional graphic standards impede its unauthorized or inappropriate use.