From next season onwards the England’s top tier will simply be known as ‘the Premier League,’ with no title sponsor.
The Premier League has been promoted and marketed as the Barclays Premier League since 2007/08, prior to that it was known as the Barclaycard Premiership and Carling Premiership.
The decision to overhaul the league’s identity was taken as part of an agreement between Premier League clubs in July 2015 to move away from a title sponsorship model.
The Premier League have also revealed their new visual identity for the 2016/17 season which looks very similar to the old visual identity.
“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,” said Premier League managing director, Richard Masters.
The designers of the new logo, in a press release to mark its unveiling, said they had aimed “to create a bold and vibrant identity that includes a modern take on the lion icon.”
There had been some fear that the iconic crowned lion would be dropped from the Premier League logo, however Design Studio say they were keen to maintain the famous lion which had adorned Premier League branding 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.
“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.
“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.
