Premier League launches new logo after Barclays sponsorship ends

Premier League launches new logo after Barclays sponsorship ends

The English Premier League on Tuesday, February 9th, 2016 announced the launch of a new visual identity for the Premier League to be used from the 2016/17 season onwards.

Through its official website, the Premier League revealed that working in partnership with global agency Design Studio and Robin Brand Consultants, the League has created a ‘bold and vibrant’ identity that includes a modern take on the lion icon – a symbol that is part of the competition’s heritage – which is flexible in digital and broadcast formats.

The crowned lion has been a prominent feature of the Premier League logo since its inception at the start of the 1992-93 season, representing the relationship between the league and the English Football Association – whose logo features three lions.

“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,” Premier League Managing Director Richard Masters said.

“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.”

Design Studio Founder and CEO Paul Stafford said that the release was just the start with a lot more to come from the Premier League before the new season begins.

“Our aim was to create an identity that acknowledges everyone who plays a part in one of the most exciting leagues in the world,” Stafford said. “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.”

Barclays Bank has been the lead sponsors of the Premier League since 2001 when it was known as the ‘Barclaycard Premiership’ and then became the ‘Barclays Premiership’ in 2004 and then the ‘Barclays Premier League’ three years ago.

Before the involvement of the banking giant, lager brand Carling was the lead sponsors between 1993 and 2001.

The move reflects the organization’s desire to mirror major American sports leagues like the NBA and NFL in presenting a ‘clean’ brand.

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