The 2010 Super Bowl may be over, but Landor Associates has created a new visual identity system for all future ones. As announced by the NFL, the new system will first be used in 2011 for Super Bowl XLV. Landor's strategy for places at the heart of it the Vince Lombardi trophy, given to the Super Bowl's winning team each year. Depending on the NFL event, the new system allows for complementary elements to be introduced. The released version, for Super Bowl XLV in Texas, is the first example of a region-specific identity which will include each year's stadium venue and the appropriate roman numerals. "The focus of the new identity for the Super Bowl is the Vince Lombardi trophy, which is the most logical and iconic expression for the overall brand," said Nicolas Aparicio, executive creative director at Landor.