Kirby Stephens Design

William Cox

William Cox

William is a graphic designer, photographer, web and mobile application designer. Before joining KSD in 1989, William worked as a photojournalist and newspaper graphic designer. He is a graduate of Cumberland College in Williamsburg, Kentucky where he studied art and political science. 

You can see some of William's mobile photography at

Ah! Super Bowl LI. That's Super Bowl 51 for those of us not still in middle school. The use of Roman numerals has been mathematically obsolete for more than 1,100 years. But hey, they look important. Google "Roman numerals" and you will see people also searched:

People also asked

Last year the NFL broke a 48-year tradition (the first game had no number) and branded the big game with a radical change to Arabic numbers, or as we call them, "numbers." This made sense as the Roman numeral for 50 is just "L". It would have been obviously weird. 50 is cool. It's a nice number.

SB logo 50

So I have to wonder who had the bright idea to change back to Roman numerals this year? 51 would have worked so much better than LI, and certainly made things easier for future Super Bowl fans. —Quick, figure out what XCVIII is.

I'll have to admit I do like the letter X. It's always been a favorite. I think the broadcasters like it too. It looks powerful on a TV screen. At least, it usually does.

SB logo IX


SB logo XIII

Super Bowl logos used to be unique, each year offered a new design. They weren't always beautiful or elegant, but at least they had their own personality. In recent years, they have unified around the trophy, with only the number, and in some version, the host stadium architecture added for distinction. I blame the "L." It just messes with you. The only way to make it work is to give it context. 

SB logo L group


So I believe we can look forward to making fun of Super Bowl LIX in eight years. There should be almost as many jokes as the pornographic Super Bowl logo in 1996.

SB logo XXX

Alumitech Honda wheel

An aluminum wheel produced by Alumitech. Photographed on 4x5 black and white negative film.


Graphic design studios typically hire photographers as needed, but KSD produces the majority of our photography in-house, and has done so for almost 30 years.

The technical side of photography has changed dramatically during this time (primarily film to digital), but the skills required have not changed. Exposure, focus, composition and a sense of timing are still critical to creating strong images. We disassembled our darkroom almost a decade ago and now use a vastly more efficient digital workflow.

The primary job of photography in marketing is to make something look beautiful, look interesting, tell a story, evoke a feeling, or all of the above. A drug testing kit with urine can be photographed by anyone with a smart phone, but to make it look striking requires control of the light, the background and the perspective, as well as meeting the technical requirements for print or web publication.

Below are a few samples of photography KSD has produced for clients.

About Us

KSD is a results-oriented, full-service design, marketing and communication firm located in Somerset, Kentucky.

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  • KSD  Kinetic | Strategic | Design
    219 E. Mt. Vernon Street
    Somerset Kentucky 42501
  • 606 679-5634