FRITO LAY + NFL + LINCOLN DURHAM

March 11, 2025

🏈  Bringing the NFL Logo to Life in 3D: Lincoln Durham’s Creative Process 🏈


When TracyLocke, Frito-Lay, and the NFL needed a 3D logo that was both highly textured and fully editable, they knew exactly who to call -  Lincoln Durham. His challenge? Take a designed logo and turn it into a dynamic 3D masterpiece that could be easily customized and animated. 


Lincoln used Cinema 4D and Illustrator to create the logo, building every shape with live extruded vector elements. This meant that adjusting depth, bevels, or even switching to a Spanish version was a breeze. 


To make the logo pop, Lincoln tapped into Redshift inside Cinema 4D, adding realistic camera bokeh and lens streaks. But the real showstopper? The lightning. Created from vector shapes and textured to act as independent light sources, it gave the logo an electrifying presence. 


Originally, all the elements were locked within the logo, but Lincoln later split them up for easier positing. This made edits and modifications smoother, ensuring the final product met every creative demand without a hitch. 


Lincoln’s ability to merge technical precision with creative flair turned this NFL logo into a standout piece. At Those 3 Reps, we’re all about celebrating talent that takes branding to the next level. Need a show-stopping 3D design? Let’s make it happen! 

see more of Lincoln's work here!
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