14 March 2023 , 11:05
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The Premier League has unveiled a glossy new font and sleeve badge to be used on every club's kit from the 2023/24 term onwards.
The Premier League rarely amend their branding, but the division has decided to make two major changes ahead of next season. The names and numbers on the back of shirts will look slightly different, while sleeve badges have received a drastic overhaul.
Working with supplier Avery Dennison, the new font includes a striking graphic pattern. The changes to the font are subtle, but a completely different sleeve badge will be used. Players will now have the iconic Premier League lion on their right arms.
It is just the fourth time the Premier League has amended their brand in the competition's 31-year history. Their last overhaul was in the summer of 2016, when Barclays were ditched as headline sponsors. The new designs were announced on Tuesday morning.
The designs will have an impact on all 17 Premier League clubs who survive relegation this season, plus the three promoted from the Championship. The winners of this season's Premier League will be awarded a gold "champions" lion for their sleeve badge.
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"We wanted to work closely with Avery Dennison, using their expertise and experience to create new names and numbers which were not only clearer for those watching matches in stadiums or at home, but which also incorporated the Premier League brand more readily," said the Premier League's chief commercial officer Will Brass in a statement.
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"The names and numbers have become part of the fabric of the Premier League. For fans, having the name and number of a favourite player, their own name or even a personal message helps to bring them closer to the competition and their favourite clubs."
Avery Dennison chief Simon Allen added, "The beauty of the Premier League is that it creates era-defining names and numbers. It is very rare that the design itself changes, so it is an honour for the team at Avery Dennison to have been part of that process.
"The request was for the new design to be an evolution rather than a revolution. With many components to be considered, such as legibility, durability and readability, we also needed to keep sight of the Premier League branding.
A new sleeve badge will be used from next season"Through everything, we wanted to ensure that what we put on the pitch keeps the fans in the stadium and watching at home at the heart of it."
The Premier League was founded in 1992 as a breakaway division from the old Football League. Due to sponsorships, the division has had several different names. It was first known as the Premier League during the 1992/93 campaign - its inaugural season.
Between 1993 and 2001, it was called the Carling Premiership before Barclaycard took over from the brewers. The competition was renamed the Barclays Premiership in 2004 before reverting to the Barclays Premier League three years later.