Both Infinite Scale and Vision International are keeping the specific design and thematic elements under wraps for now, except to say that they're working on more than 4,000 individual graphics for the event — for use at the stadium, the airport, team and media hotels, the Renaissance Center and practice fields.

"We're doing more in Detroit than we did in Jacksonville," Chambers said. "There will be more graphics up, more of everything. I think it'll look really good."

Brian McCarthy, the NFL's director of corporate communications, told the Deseret Morning News that the event organizers "had an excellent experience working with both companies last year."

"They truly grasp our values and vision of how we want the Super Bowl to be presented visually to the world," McCarthy said.

Though two years hardly makes a pattern, Smith said he hopes Super Bowl XL is but the second step in a long-term relationship with the NFL.

"One of the things we're proving is that even with multiple companies working together (on the project), we can do this thing," Smith said. "We're all specialists at what we do, and that's what makes it work. What we're hoping is that we're involved with this (event) for quite a while."

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E-mail: jnii@desnews.com