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Premier League Unveils New logo

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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.

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“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.

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“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.