Football’s English Premier League has revealed a new brand identity, which will be activated from the start of the 2016-17 campaign, and confirmed that it will move away from a title sponsorship model to a seven-sponsor structure from the end of this season.
Working in partnership with global
agency Design Studio and Robin Brand Consultants, the league’s new branding
features a “modern take on the lion icon” – a symbol that has been ever-present
since the inaugural campaign in 1992-93. The league added that the logo would
be “flexible in digital and broadcast formats.”
 |
| Richard Masters, Premier League Managing Director |
“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 organization and competition,” the league’s 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.”
The league’s clubs agreed last July
to move away from a title sponsorship model. Two brands have signed up to the
new seven-partner structure so far – sportswear company Nike and video game
brand EA Sports, both under deals that run until the end of 2018-19. Three more
sponsors are set to be announced imminently, while two others are also in the
pipeline. The league is hoping that one of the final two partners will create
league-branded products.
Masters said the re-branding process
had started six months ago, and the clubs were shown the new designs last Thursday,
with no major opposition to the plans. The league surveyed fan groups, with 90
per cent saying they wanted to keep the lion logo.
On each club shirt there will be a
circular sleeve patch with a purple lion, white background and the words
‘Premier League’ across the bottom left quadrant. On-screen graphics featuring
new logos and color schemes will be used on all television feeds, except the
UK and US, with broadcasters in those markets able to create their own
on-screen graphics.
Next season will be the first time
that the league has altered its identity since the 2006-07 campaign.
