The Premier League has unveiled its new logo which will come into effect at the start of next season, and football fans are not best pleased.
The new logo design sees the Premier League back off from title sponsorship and will be identified as “the Premier League” onwards.
Working in association with Robin Brand Consultants and global agency DesignStudio the league has come up with a “bold and vibrant identity” that features “a modern take on the lion icon – a symbol that is part of the competitions heritage – which is flexible in digital and broadcast formats”.
Premier League managing director Richard Masters said: “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.”
“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 were very impressed by their work, and their founder and CEO Paul Stafford explained how they were delighted to work with Premier league after their great reputation working for the 2014 World Cup and Andy Murray.
“Working in partnership with the League we looked to create a bold and vibrant identity that includes a modern take on the icon – a symbol that is part of the competition’s heritage, that is now flexible for digital and broadcast forums,” Stafford explained.
“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.”
Established in 1992, the Premier League was previously sponsored by Carling from 1993 to 2001 and Barclaycard from 2001 – 2004.
Being a corporation, it is owned by its own 20 member clubs that act as shareholder and offers them the ability to negotiate their own broadcast licensing. The sponsorship is independent of the Football Association.
Barclays, the British multinational banking and financial services company, has been the official title sponsor of the Premier League and the sponsorship expires this season.
The fans reaction to the Premier League logo has been mixed, with a great number of them panning the new logo on social media.
A previous version of the new Premier League logo… pic.twitter.com/RnZ27KyoJb
— Paddy Power (@paddypower) February 9, 2016
Many fans are prepared for a change of culture in the Premier Leagues but rather than lowering prices, they have chosen to invest some of their considerable reaches in a new logo.