{"id":113642,"date":"2016-02-11T19:09:00","date_gmt":"2016-02-12T00:09:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/modernised-premier-brand-for-the-premier-league\/"},"modified":"2024-12-21T05:55:19","modified_gmt":"2024-12-21T10:55:19","slug":"modernised-premier-brand-for-the-premier-league","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/strategy\/modernised-premier-brand-for-the-premier-league\/","title":{"rendered":"Modernised premier brand for The Premier League"},"content":{"rendered":"<p>This week The Barclay\u2019s Premier League announced that it was stripping away its sponsorship and is set to become The Premier League from the start of the 2016\/17 campaign. With this came an overhaul of the logo and brand that has lead to differing opinions amongst the public. <strong>Here\u2019s what The Premier League had to say<\/strong> The Premier League employed the help of <a href=\"https:\/\/www.wearedesignstudio.com\/works\/premier-league-rebrand\/\">DesignStudio<\/a>, the minds behind the Airbnb branding, to redesign and rebrand The Premier League for modern audiences. The task being to redefine the identity that is applicable for the digital and broadcasting worlds whilst maintaining the competition\u2019s heritage. Here\u2019s what they came up with: <img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-8182\" src=\"http:\/\/www.make-it-rain.co.uk\/wpe-content\/uploads\/2016\/02\/PL1.png\" alt=\"PL1\" width=\"1200\" height=\"408\" \/> Richard Masters, Premier League Managing Director, had this to say, \u201cwe will move away from title sponsorship and the competition will be known simply as the Premier League\u2026 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.\u201d Paul Stafford, DesignStudio CEO, said \u201cOur aim was to create an identity that acknowledges everyone who plays a part in one of the most exciting leagues in the world.\u201d Here\u2019s the video they released with the launch:<\/p>\n<blockquote class=\"twitter-tweet\">\n<p dir=\"ltr\" lang=\"en\">From next season, the Premier League is going to look a little bit different\u2026<a href=\"https:\/\/t.co\/4n4mNohG2Z\">https:\/\/t.co\/4n4mNohG2Z<\/a><\/p>\n<p>\u2014 Premier League (@premierleague) <a href=\"https:\/\/twitter.com\/premierleague\/status\/696981422687453184\">February 9, 2016<\/a><\/p><\/blockquote>\n<p><strong>Here\u2019s what others think<\/strong> \u00a0 \u00a0 Gary Lineker seemed to be excited about the change.<\/p>\n<blockquote class=\"twitter-tweet\"><p>Overwhelmingly excited to see the Premier League&#8217;s new logo. I mean, look at his face, just look at his face. <a href=\"https:\/\/t.co\/utkMVahyi9\">pic.twitter.com\/utkMVahyi9<\/a> \u2014 Gary Lineker (@GaryLineker) <a href=\"https:\/\/twitter.com\/GaryLineker\/status\/696994011274461184\">February 9, 2016<\/a><\/p><\/blockquote>\n<p>However, there seemed to be some negative sentiment online. Shockingly the \u00a0Twitterati were\u2019t impressed, surprise surprise. Some felt that the clean, minimal style was just not creative enough. Others thought that breaking tradition was a corporate move overlooking how the new logo could be applied.<\/p>\n<blockquote class=\"twitter-tweet\">\n<p dir=\"ltr\" lang=\"en\"><a href=\"https:\/\/twitter.com\/premierleague\">@premierleague<\/a> looks awful! Worst logo ever! A toddler with crayons would have done a better job!<\/p>\n<p>\u2014 Major Xen (@MajorXen) <a href=\"https:\/\/twitter.com\/MajorXen\/status\/697078169036263425\">February 9, 2016<\/a><\/p><\/blockquote>\n<blockquote class=\"twitter-tweet\"><p>Premier league logo going after 23 years!! All because of money, scrap tradition in favour of pleasing the fat cat sponsors!! <a href=\"https:\/\/twitter.com\/hashtag\/AMF?src=hash\">#AMF<\/a> \u2014 andycampo27 (@andycampo27) <u style=\"text-decoration: none; color: #337ab7;\">January 12, 2016<\/u><\/p><\/blockquote>\n<p>There were also comparisons drawn with the fictional characters of Simba \u2013 of Lion King fame \u2013 and Aslan \u2013 of Lion, Witch and the Wardrobe \u2013 and they have a point. But the Premier League has always been coupled with a lion, an animal deep seeded into English history.<\/p>\n<blockquote class=\"twitter-tweet\">\n<p dir=\"ltr\" lang=\"en\">ICYMI: The Premier League got a new logo. A fitting tribute to one of the great movie characters of all time. <a href=\"https:\/\/twitter.com\/hashtag\/RIPmufasa?src=hash\">#RIPmufasa<\/a><a href=\"https:\/\/t.co\/K29WIisLLY\">pic.twitter.com\/K29WIisLLY<\/a><\/p>\n<p>\u2014 Paddy Power (@paddypower) <a href=\"https:\/\/twitter.com\/paddypower\/status\/697195777991380992\">February 9, 2016<\/a><\/p><\/blockquote>\n<p><strong>Here\u2019s what I think<\/strong> Whenever a brand decides to change its identity there are always mixed opinions. In 2015 Google <a href=\"https:\/\/googleblog.blogspot.co.uk\/2015\/09\/google-update.html\">released their new logo<\/a>\n<section data-role=\"forward-email-subscription-container\" class=\"full-width w-100 d-flex justify-content-center align-items-center bg-c7f2b3\">\n    \n    <div class=\"max-w-1400 w-100 form\">\n        <div class=\"text-content-container\">\n            <h2>\n                Stay Forward            <\/h2>\n            <p class=\"subtitle\">\n                Get exclusive insights into digital <br class=\"d-none d-lg-block\">media's top-trending topics delivered<br class=\"d-none d-lg-block\"> directly to your inbox.            <\/p>\n        <\/div>\n\n        <div data-role=\"form-group\">\n            <div class=\"d-flex flex-column w-100\">\n                <form data-forward-email-form class='custom-hubspot-form' id='hubspot_form_69f9fca07a5f8'>\n    <div class='d-flex input'>\n        <input type='email' class='form-control me-2 input' placeholder='Email address' aria-label='Email' name='email' required>\n        <button type='submit' class='btn_primary-filled_white'>Submit\n<\/button>\n    <\/div>\n    <p class='hubspot-status'><\/p>\n<\/form>\n<script>\njQuery(document).ready(function($) {\n    var form = $('#hubspot_form_69f9fca07a5f8');\n    form.on('submit', function(event) {\n        event.preventDefault();\n\n        \/\/ Get email input value\n        var emailInput = form.find('input[name=\"email\"]');\n        var email = emailInput.val().trim();\n\n        \/\/ Required HubSpot fields\n        var portalId = '5408011';\n        var formId = 'cafa8eb8-dd43-46cc-bec7-9f87e85b1bdb';\n\n        \/\/ Prepare the data payload\n        var data = {\n            fields: [\n                {\n                    name: 'email',\n                    value: email\n                }\n            ],\n            context: {\n                pageUri: window.location.href,\n                pageName: document.title\n            },\n            submittedAt: new Date().getTime()\n        };\n\n        \/\/ Get the status element for this form\n        var statusElement = form.siblings('.forward-email-status-container');\n\n        \/\/ Send the data to HubSpot\n        fetch('https:\/\/api.hsforms.com\/submissions\/v3\/integration\/submit\/5408011\/cafa8eb8-dd43-46cc-bec7-9f87e85b1bdb', {\n            method: 'POST',\n            headers: {\n                'Content-Type': 'application\/json'\n            },\n            body: JSON.stringify(data)\n        })\n        .then(response => {\n            if (response.ok) {\n                if(statusElement) {\n                    statusElement.text('Thanks for Subscribing!');\n                    statusElement.css('color', 'green');\n                }\n\n                var userInfo = JSON.parse(localStorage.getItem('userInfo'));\n                if (userInfo) {\n                    userInfo.event = 'Form_submit';\n                    userInfo.email = email;\n                    userInfo.form_name = 'Newsletter';\n                    window.dataLayer = window.dataLayer || [];\n                    window.dataLayer.push(userInfo);\n                }\n\n                emailInput.val(''); \/\/ Clear the email field\n                window.dispatchEvent(new CustomEvent('newsletter-submit'));\n            } else {\n                return response.json().then(error => {\n                    if(statusElement) {\n                        statusElement.text('Error: ' + error.message);\n                        statusElement.css({\n                            'color': 'red',\n                            'padding-top': '10px'\n                        });\n                    }\n                });\n            }\n        })\n        .catch(error => {\n            console.error('Error:', error);\n            statusElement.text(\"There was an error submitting the form.\");\n            statusElement.css({\n                'color': 'red',\n                'padding-top': '10px'\n            });\n        });\n    });\n\n    window.addEventListener('message', function(event) {\n        const isFormCallback = event.data.type === 'hsFormCallback';\n        const isFormSubmitted = event.data.eventName === 'onFormSubmitted';\n        const iscurrentForm = !!event?.data?.id ? 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This is to be expected when large brands change their identities as suddenly the image that has been burnt into people\u2019s memories has to be erased and replaced with the new logo. The success in this brand change comes when you can still recognise the brand even after the change. This is where I believe DesignStudio have done well, for me it is instantly recognisable as my beloved Prem. <strong>The logo<\/strong> \u2013 I\u2019m with them on this one, I think it has achieved what they set out to achieve by rejuvenating the logo and colours to suit the modern world. The previous design was not applicable for today\u2019s digital world that requires a logo to be adaptable without loosing its identity. They have stripped away the shield that once held the lion and name and with that the constraints on the logo\u2019s flexibility. The lion has become the defining feature and can stand alone and still be recognisable as seen with the various adaptations provided by DesignStudio. Clearly this is something Designstudio feel works as seen with the airbnb identity. <img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-8191\" src=\"http:\/\/www.make-it-rain.co.uk\/wpe-content\/uploads\/2016\/02\/pl2.png\" alt=\"pl2\" width=\"1200\" height=\"516\" \/> The logo sits well on digital because of its many applications and adaptability. Just look at how well it works as an app. They clearly had digital in mind when they designed the logo for use as an app, following the trends of the most recognisable apps like Twitter, Facebook, Snapchat and WhatsApp. <img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-8193\" src=\"http:\/\/www.make-it-rain.co.uk\/wpe-content\/uploads\/2016\/02\/pl3.png\" alt=\"pl3\" width=\"1200\" height=\"463\" \/> <strong>Type<\/strong> \u2013 They have gone for what seems like a digital industry standard by changing their type from a serif to a sans serif font. This aligns with what other digital brands have done as the belief is that it looks modern and clean. I welcome this change as a sans serif font works within the digital world and especially with the look they are trying to achieve. It feels friendly and casual whereas the previous font was ceremonial and traditionalist. <strong>\u00a0Colour<\/strong> \u2013 They are bright, vivid and, well, not very football. I think unintentionally the Prem has been associated with red, white and blue with a lot of teams playing with at least one of those colours. Therefore, the intention of the designers to set the prem colours apart from any club colours is important in defining The Premier League on its own. While they have gone for very young and modern colours they have to remember that football is enjoyed by all walks of life and perhaps it will be an unwelcome change from the traditionalist of the sport. I was surprised when I first discovered that The Premier League was changing their brand. I hadn\u2019t really thought about it needing a new identity but that\u2019s because I have always grown up with the prem as it is. Now that I have seen this new rejuvenated Premier League I can completely see why they decide it was time to adjust for the digital age. Whilst many disagree with the facelift I have a suspicion that once it is implemented there won\u2019t be many people still saying they dislike it. It will just become the norm. Football is for ever changing and modernising. Just look at any Premier League club\u2019s badge, they have all changed dramatically over time and despite moans of breaking tradition eventually the grumblers pipe down.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>This week The Barclay\u2019s Premier League announced that it was stripping away its sponsorship and is set to become The Premier League from the start of the 2016\/17 campaign. With this came an overhaul of the logo and brand that has lead to differing opinions amongst the public. Here\u2019s what The Premier League had to [&hellip;]<\/p>\n","protected":false},"author":96,"featured_media":113644,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","reading_level":"Strategic","reading_level_confidence":0.72,"reading_level_needs_review":"0","footnotes":""},"categories":[2904],"tags":[],"class_list":["post-113642","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-strategy"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Modernised premier brand for The Premier League | DAC<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/strategy\/modernised-premier-brand-for-the-premier-league\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Modernised premier brand for The Premier League | DAC\" \/>\n<meta property=\"og:description\" content=\"This week The Barclay\u2019s Premier League announced that it was stripping away its sponsorship and is set to become The Premier League from the start of the 2016\/17 campaign. With this came an overhaul of the logo and brand that has lead to differing opinions amongst the public. Here\u2019s what The Premier League had to [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/strategy\/modernised-premier-brand-for-the-premier-league\/\" \/>\n<meta property=\"og:site_name\" content=\"DAC\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/DACGroup\" \/>\n<meta property=\"article:published_time\" content=\"2016-02-12T00:09:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-12-21T10:55:19+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2024\/12\/Modernised-premier-brand-for-The-Premier-League.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"860\" \/>\n\t<meta property=\"og:image:height\" content=\"347\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"gwarner\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta 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