“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.
There had been some fear that the crowned lion would be dropped from the Premier League logo however DesignStudio, the company responsible for the new identity, says it was keen to maintain the animal which has adorned Premier League branding since 1992.
In a press release to mark the unveiling of the new logo, the designers of the re-wrote said they had aimed "to create a bold and vibrant identity that includes a modern take on the lion icon."
"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.
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.
- Telegraph