The Premier League has unveiled its new visual identity for the 2016/17 season.
From next season, it will be known simply as ‘the Premier League’, clubs having agreed last summer to a new central sponsorship strategy with no title sponsor.
The crowned lion with one paw resting on a football from the current design does feature again, although the new image consists only of its head.
The image is accompanied by the words ‘Premier League’ in a different style of lettering to that used in the present ‘Barclays Premier League’ motif.
Premier League managing director Richard Masters said: “It was a decision which provided the opportunity to consider how we wanted to present ourselves as an organisation and competition.
“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.”
In a press release to mark the unveiling of the new logo, the designers said they had aimed “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,” said Design Studio founder, Paul Stafford.
“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.
“Today’s release is just the start, there’s a lot more to come from the Premier League before the new season begins,” he added.
The Premier League has been promoted and marketed as the Barclays Premier League since 2007/2008.