You could base it off of analytics, history books, superstitions, Magic 8 balls, or, if you subscribe to the belief that the NFL is scripted, the logo for Super Bowl LX. Logos for each Super Bowl ...

Simply put, "Super Bowl 50" looked better than "Super Bowl L." "When we developed the Super Bowl XL logo, that was the first time we looked at the letter L," Weston said to ESPN in 2014.

For a decade-long stretch, however, one aspect was noticeably stale. The Super Bowl logo went from a unique design each year to an annual re-hash. The NFL has made creative progress with it in the ...