Premier League unveils new visual identity

09 Feb 2016

By: Sport Industry Group

The Premier League has unveiled its new logo as part of its first major rebrand in a decade. The new logo will be used from the start of the 2016/17 season as the top flight of English football continues without a title sponsor following Barclays departure at the end of the current season.

The league teamed up with creative branding agency DesignStudio and Robin Brand Consultants to implement the new visual identity and a unified brand across all platforms.

Comprising of five bold colours, the logo was shared and approved by clubs at the Premier League’s shareholders meeting last week.

In a statement, Premier League managing director, Richard Masters said: “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.

“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.”

A palette of “club-neutral” colours has been chosen to launch the brand but these colours will be changed on a three-year cycle alongside sponsorship renewals. The new look identity gives the Premier League a clean brand – a move resembling the model of US sports leagues such as the NFL.

There are different versions of the identity, which have been designed to be “digital-first and broadcast ready,” according to DesignStudio executive creative director Stuart Watson.

The lion’s head can be used in isolation on app icons, and will also appear on the sleeve badge, which will be worn by all players.

The Premier League last changed its visual identity in 2006 and has been known as the Barclays Premier League since the 2007/2008 season. So far, EA Sports and Nike have been announced as partners under the new sponsorship model, with new names expected to be announced in the coming weeks.