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.