The Premier League have released a new logo and visual identity that will come into effect from next season onwards. The decision comes after a meeting with all the clubs of the Premier League in July 2015 where it was put forward that the lion be removed from the logo to give the league the advantage to move away from the title sponsorship model.
“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," he added.
For the design of the new logo, the Premier League consulted two agencies in Design Studio and Robin Brand Consultants who have gone on to give a more youthful appearing logo with the right elements to make it flexible for use in both broadcast and new media.
Paul Stafford, founder and CEO of Design Studio, said there was still a lot more work to be done before the logos can actually be used from the starting for the coming season but insisted that the logo was designed with keeping in mind the rich legacy and heritage of the Premier League.
"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.”
Here's the tweet Premier League put out to first announce the new logo:
From next season, the Premier League is going to look a little bit different…https://t.co/4n4mNohG2Z— Premier League (@premierleague) February 9, 2016