England's primary professional football competition has kicked off its 2016/2017 season with a significantly more minimal lion's head logo.
London- and San Francisco-based agency DesignStudio has evolved the league's traditional lion logo, created for its founding in 1992, into a more stripped-back form.
The new logo features the traditional lion in a more stripped-back form
The Premier League's organisers tasked the studio with creating a "modern and flexible" new visual identity for the 2016/17 season ? which began last weekend ? and beyond.
"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," said Premier League managing director Richard Masters. The design disposes of a number of the former logo's key elements, like the football and lion's body. A crest-shaped outline was also featured on the previous iteration of the logo from 2007.
Another major omission is the branding for Barclays bank, which was made possible by the Premier League choosing not to have a title sponsor for the first time in its history.
DesignStudio removed a number of features of the former logo, including the football and the Barclays bank branding
"The overarching goal was to achieve a huge cultural shift for the Premier League, and address the misconceptions surrounding the organisation," DesignStudio founder Paul Stafford told Dezeen. "Our re...