designstudio rebrands the premier league with simplified visual identity
all images courtesy of designstudio




after completing the visual identity overhauls of brands like logitech and airbnb, designstudio has launched the new identity for the premier league — england’s elite soccer division. the rebrand will be implemented from the 2016/17 season onwards, implemented throughout official jerseys, equipment and gear. the league’s iconic lion symbol has been reduced and abstracted, with the focus shifted to the features of the animal’s face and mane. the supporting typography has moved from all-uppercase letters to a simplified, sans-serif font.






‘working in partnership with the league we looked to create a bold and vibrant identity that includes a modern take on the lion icon – a symbol that is part of the competition’s heritage, that is now flexible for digital and broadcast formats. 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.’

the lion symbol has been simplified to focus on the features of his face 




read our interview with designer paul stafford of designstudio about their work and influences on designboom here

the typography has been updated to simple sans-serif letterforms 

the new identity meets the needs of digital and broadcast formats 

the symbol is flexible for a variety of uses and applications 

the logo and supporting colors can be applied to a range of playing surfaces 

the new logo appearing on a premier league ball 

implemented graphically on brochures and booklets 

applied to advertising and marketing campaigns 

the logo and lion swipe graphic used as symbols on posters and banners 

the new visual identity applied to an official jersey

the new look for the premier league app 

the existing premier league logo, now in its final season