Premier League reveals bold new branding

The Premier League has teamed up with DesignStudio to create this striking new brand identity.

Premier League branding

The new look will be used from season 2016/17 onwards

The lion has been an iconic part of the Premier League identity for decades, but from season 2016/17 onwards the world's biggest soccer league will be sporting this vibrant new branding created by DesignStudio and Robin Brand Consultants.

"Our aim was to create an identity that acknowledges everyone who plays a part in one of the most exciting leagues in the world," says DesignStudio Founder and CEO Paul Stafford.

"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," he adds.

The redesign has already gone done well, with top sports stars showering the branding with praise.

Do you think the new look is a winning design? Or have the Premier League scored an own goal? Scroll through the images below and judge for yourself.

Premier League rebrand

The new logo is purpose-built for the demands of the modern world

Premier League rebrand

The design celebrates everyone that makes the Premier League

Premier League rebrand

Next season the Premier League will move away from title sponsorship

Premier League rebrand

The Premier League describes the look as 'relevant, modern and flexible'

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ABOUT THE AUTHOR

Dom Carter is staff writer at Creative Bloq. Coming from an SEO and web copywriting background, Dom first came to Future for a week of work experience at SFX magazine. Away from the office, Dom likes to write scripts and short stories, and watch an unhealthy amount of Doctor Who.