The Premier League teamed up with brand agency Nomad to refine the iconic logo. The lion head design introduced with the rebranding of DesignStudio for the 2016/17 season has been kept and refined.
Nomad's new brand design aims to recreate the match-day experience on the pitch, on the screen and on the air. All elements of the brand have been drastically simplified and clearly refined to create an impact.
I tweaked the detailed curvature and detail of the crown and ears of the lion symbol, and used a mix of two types: a faceted lion symbol and a line lion symbol. I merged them together and turned them into a lion symbol with a white border. In line with the change, each club's crest has also been outlined in white. The lion's mane-like pattern was also minimally used.
The six intense fluorescent color gradations are reduced to three tones: lime-light green, sky-purple, and purple-red. Combined with the purple facets, it stands out intensely. The typography system also mainly uses Regular and Heavy among several weights.
The combination of dark side and gradation is unique. Louder and bolder is the slogan that various brands are shouting, and 'brighter' stands out. At first glance, it feels like the cotton lion symbol and the background don't match, but I think it's awkward because it's a combination that's hard to see.
It is felt that he thought about how to give a unique impression while reducing the expression in the existing visual identity. Although the number of visual devices used, such as colors, typography and patterns, is reduced, the impression is rich. Dynamic energy is expressed through layout and movement.
It's nice to see that it's different from the recent rebranding. There are many brandings that combine medium-saturated colors with thick, dark logos, but the refreshing expression using gradation is unique. It is well differentiated and functional, matching the recently rebranded EA Sports FC brand.
