Super Bowl LII: Dateline Minnesota Logo


Super Bowl LII: Dateline Minnesota

Rochelle Olson updates you on Super Bowl LII on Feb. 4, 2018, at U.S. Bank Stadium in Minneapolis.

NFL execs reveal official 'Bold North' branding for Super Bowl

NFL executives in town this week for Super Bowl planning showed off the league's official branding for the 10-day festival starting in January.

No surprise the league's creations tie to the "Bold North" theme that has been the signature of the event since the state won its bid to host at owner meetings in May 2014.

The NFL images are official and the league is stingy and strict about enforcing their use. See the guidelines here

The images use rich, deep hues tying to wintery features such as the aurora borealis. No one should be surprised, however, that the pictures will be the closest Twin Cities visitors get to seeing the northern lights, but hey, they're cool. 

Many of the renderings feature a football improbably placed in the foreground. There's the Stone Arch Bridge and Mississippi River - with a football! U.S. Bank Stadium - with a football on the plaza! Look for the images on signs around town, at official NFL Super Events and on television.

While the NFL controls the use of the words Super Bowl, businesses already are tying into the "Bold North" slogan of the Minnesota Host Committee. Cub television commercials carry a "Bold North" logo. Cub is one of the host committee sponsors, presumably helping out with the $30-plus million that must be raised to put on the event. (Those financial numbers are not public because the Host Committee is a private operation.)

Official merchandise for the game already is on sale at the U.S. Bank Stadium store and online.


Super Bowl rings on display at Capella Tower in Minneapolis

The grandiose and gaudy Super Bowl championship rings made by Twin Cities-based Jostens are out in public view for the rest of the week in downtown Minneapolis.

Jostens has designed and created 33 of the 51 rings for the championship-winning teams. The rings are in the ground-floor rotunda of the Capella Tower, 6510 3rd Av, South until Monday when they will be moved to the plaza outside U.S. Bank Stadium for the festivities before the Minnesota Vikings' home opener.

There are, of course, no Vikings rings on display because the hometown team has never won a Lombardi Trophy.  The Green Bay Packers, however, have multiple rings on display.

Jostens works closely with the winning teams to design the rings. For most recent winner, New England Patriots owner Robert Kraft wanted the biggest ring ever designed by Jostens.

When the Broncos won in 2016, the team sought a flatter, lower-profile design with the words, "This one's for Pat" are in raised letters on one side of the ring in owner of longtime owner Pat Bowlen who relinquished control of the team in 2014 because of complications from Alzheimer's.

The ring display went up Tuesday with just 152 days to go until Super Bowl 52 is played in Minneapolis. The exhibit is free.