Premier League Reveals Biggest Rebrand to Date

  • Premier League unveil their revitalised logo for the 2016/17 season.
  • New logo set to replace the traditional ‘lion’ badge within new sponsorless league.
  • Top tier of football will be known as ‘The Premier League,’ with no title sponsor.



The Premier League have revealed their rebranding of England’s top tier of football for the 2016/17 season and it whilst it retains many of the features of the previous visual identity, not all fans are convinced with the new look.

Barclays have been stripped of their title sponsorship, from next season onwards the Premier League will be known simply as ‘the Premier League,’ with no leading sponsor. This decision was taken as part of an agreement between the league’s clubs, looking to move away from the sponsorship model.



There had been rumours that the iconic crowned lion would be dropped from the Premier League logo, much to the dismay of many traditionalist fans however DesignStudio, the company behind the new identity, say they never had any intention of moving forward without the iconic lion. The lion has adorned the Premier League logo since 1992:

“Our aim was to create an identity that acknowledges everyone who plays a part in one of the most exciting leagues in the world,” said Design Studio founder, Paul Stafford.

 “…to create a bold and vibrant identity that includes a modern take on the lion icon. Today’s release is just the start, there’s a lot more to come from the Premier League before the new season begins,” he said.



How has the rebranding been received by fans?


Football fans aren’t generally the most welcoming to change, particularly when that change involves large corporations and sponsorship interest.

Infamously, the rebranding of Cardiff City went down in history as one of the worst examples of an imposed brand identity shift:


Source: CannyCreative
Source: CannyCreative


The team once known as the Bluebirds, always had blue kits and a blue logo (makes sense). When Vincent Tan took ownership of the club, he decided to change the kit from blue to red, along with replacing the blue bird on the logo to a red dragon (does not make sense).

Vincent Tan invested an estimated £100 million into the football team’s rebrand, his reward was an outraged fanbase and relegation to the Championship!

Gary Lineker however, has been vocal of his support for the new series of logo’s:



Others found deeper meaning in the new icon:



How do you feel about the new Premier League rebrand?



I really don’t care…