SBLXHTS Bad Bunny

SBLXHTS
Identity Design

SBLXHTS Identity Design for Bad Bunny
Feburary 2026

For Super Bowl LX, Apple Music created a halftime show identity that matched the cultural impact of Bad Bunny as the first Puerto Rican solo headliner. Instead of following traditional brand rules, the system was rooted in Puerto Rican vernacular culture.

Inspired by hand-painted bodega signage, street posters, and murals, the identity embraced imperfection, humanity, and raw expression. Typography became the core, reflecting the character and irregularity of colmado (original corner stores in Puerto Rico) lettering.

The system came to life through sound-reactive motion, expanding and contracting with rhythm, while vibrant color and hand-drawn illustration captured the warmth, energy, and spirit of the island bringing Puerto Rican culture to Apple Music’s biggest stage.

Design Team:

Ash Mendez
Serge K.
Patty Toner
Jason Hogg
Chi Hong
Goran Krstic
Shawn McFadden
Harry Yahinian

Illustrations:

Gautier Fage
Brand New School

Creative Team:

Siavosh Zabeti
JC Abbruzzi
Scott McDaniel
Carlos Estrada
Ash Mendez
Serge K.
Ruth Bellotti
Alex Romans

Photographer:

Stillz

Production Vendors:

Buck
Framestore
Company 3

Press:

Variety
Rolling Stone
Billboard
TMZ
Adweek
The Athletic

Top

2026