February 9 –The Premier League has unveiled its new logo for the 2016/17 season. Gone is the Barclays title sponsorship but retained is the crowned lion’s head giving a nod to the past while providing for a shiny upgrade to the league’s visual identity.
Premier League clubs decided in July 2015 to move away from a title sponsorship model. “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.
Barclays have been the title sponsor of the Premier League since 2007/08. Before that that the league had been known as the Barclaycard Premiership and Carling Premiership.
The lion has been part of Premier League branding since its formation in 1992.
DesignStudio, the agency that created the new identity, says the aim is “to create a bold and vibrant identity that includes a modern take on the lion icon.”
“Our aim was to create an identity that acknowledges everyone who plays a part in one of the most exciting leagues in the world… 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,” said Design Studio founder, Paul Stafford.
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