London: The English Premier League (EPL) will have a new logo which will be used from the 2016/2017 season, the league's managing director Richard Masters announced on Tuesday.
Working in partnership with global agency DesignStudio and Robin Brand Consultants, the league has created a bold and vibrant identity that includes a modern take on the lion icon -- a symbol that is part of the competition's heritage -- which is flexible in digital and broadcast formats.
"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," Masters was quoted as saying by the EPL website.
"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.”
"We look forward to sharing more details of our new positioning in the coming months."