Premier League Reveals Rebrand Following Title Sponsorship Axe

The 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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