Premier league new logo for 2016\2017 season

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.”