“We want to be known as very vibrant and bold and colourful, and we really wanted to get away from red, white and blue,” explains Watson. The colour palette will be updated every three years and for now, includes bold shades of yellow, green, blue and a pinkish-red. “We needed a really human font, so we picked FF Mark as a placeholder, then redrew that and created a bespoke word mark so that Premier and League stacked nicely,” he adds. “ is a huge tonal shift from buttoned up, shirt and tie, formal, reserved … to warm, human, approachable and informal,” says Watson. DesignStudio is also working on a bespoke font, Premier Sans, for the brand. The serif wordmark, meanwhile, has been replaced with a friendlier-looking rounded sans based on FontFont’s FF Mark. New York agency Collins used a similar approach last year for Spotify, which has to use images of artists supplied by record labels
#Font used on the gorillaz demon days album driver#
Interestingly, Watson says that “the real driver behind this kind of digital, broadcast-first approach – make it work as an app icon, and worry about everything else after.” The new lion icon was designed with a digital and broadcast-first approach, says Watson – “make it work as an app icon, and worry about everything else after,” he says Colour washes have been applied to images of players supplied by clubs or photo libraries.
We wanted it to feel instantly recognisable to the existing marque, but be its own thing in its own way.” “Lots of people around the world understood that lion to represent the Premier League … so it wasn’t about destroying everything that was there to build something new, it was about building on that equity and heritage,” says CEO and co-founder of DesignStudio Paul Stafford.Īnd, as DesignStudio ECD Stuart Watson told us, there were practical problems with the old design that the new look seeks to address – “The old logo couldn’t invert, it didn’t work small, so all those things are gone now,” he explains. “We did about 600 iterations through many different stages to get where we are today. The new identity features rounded sans type, a redrawn lion icon and a colour palette which will be updated every three years.
The Premier League’s new logo feature’s a lion’s head, facing to the right as if looking forward The League has been promoted as the Barclays Premier League since 2007/8, and was previously known as the Barclaycard Premiership and the Carling Premiership, but will carry no main sponsor from next season. The new branding, on which DesignStudio collaborated with Robin Brand Consultants, will be used from the 2016/17 season onwards and follows the League’s decision to drop title sponsorship.
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