Dwight Clark Day

Legendary wide receiver Dwight Clark was diagnosed with ALS in 2017. To honor Clark and his career after the diagnosis, the San Francisco 49ers dedicated a high-profile matchup against the Cowboys as “Dwight Clark Day.”

Every occasion and special event in sports gets its own brand; it’s an unwritten rule. And Dwight Clark Day would be no different. Starting with ideation for a 49ers brand-aligned identity mark led to a slew of implementations: apparel and merch, embroidered patches, digital banners, stadium graphics, social media assets, and Snapchat filters (…it was 2017). The mark was created from Clark’s iconic catch in a 1981 playoff game between the 49ers and Cowboys, incorporating brand elements from the 49ers system.