Fans of the top flight of English football may have noticed some changes to the Premier League in the last few weeks. Aside from the unpredictable transfer window and countless minutes of injury time, the division has also welcomed a new visual identity to its iconic logo, developed in close collaboration with the brand agency, Nomad.
Designed to “rip out of busy feeds and fan-filled bars across the globe,” the new Premier League logo design from Nomad has been curated to “reimagine the match-day experience in stadiums, on screens and in broadcast.”
The logo has been created in keeping with the classic lion’s head design introduced as part of DesignStudio’s rebrand for the 2016/17 season. However, there were previously two versions in circulation: one with an outline and one without. Both have now been combined and slightly modified for consistency and impact.
Additionally, the new design is very close to the previous logo that featured a border, however, minor tweaks have been applied to the lion’s crown and details. Most notably, the biggest change comes in the form of the Premier League symbol sitting on its own, as opposed to it being part of a lock-up.
Meanwhile, consistent changes have been made to the Premier League appearance of each club crest. Each club’s iconic badge has been hit with a white outline, designed to bring a sense of consistency to the melange of different designs across the division. As per Creative Review, this new approach has been dubbed as “stripped back” by Nomad compared to what came before, but the identity still “packs a punch with its vibrant, kaleidoscopic gradients.”
The typographic system has also been updated, creating a “more singular voice for the Premier League on match day,” through the use of a core brand typeface to two-key weights to balance impact with information. The different scales are reportedly designed to flex for different expressions, whether that’s celebrating on the pitch or displaying “information, heavy fixtures, and results.”
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