English Premier League has unveiled its new visual identity which will be launched from the 2016/17 season.
The rebrand is part of the league's move away from a title sponsorship after ending its deal with Barclays.
The league worked in partnership with global agency DesignStudio
and Robin Brand Consultants to created the new identity that includes a
"modern take on the Premier League's famous lion icon which is flexible
in digital and broadcast formats".
“From next season we will move away from title sponsorship and the
competition will be known simply as the Premier League, a decision which
provided the opportunity to consider how we wanted to present ourselves
as an organisation and competition," said Premier League Managing
Director, Richard Masters.
"We are very pleased with the outcome: a visual identity which is
relevant, modern and flexible that will help us celebrate everyone that
makes the Premier League.
"We look forward to sharing more details of our new positioning in the coming months."
DesignStudio Founder and CEO, Paul Stafford, added: "Our aim was to
create an identity that acknowledges everyone who plays a part in one of
the most exciting leagues in the world.
"And with a fresh, new take on the iconic Lion, we’ve created an
identity that’s purpose-built for the demands of the modern world. While
staying true to the Premier League’s history and heritage."
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