The Premier League has revealed its new visual identity which will be used from season 2016/17 onwards.

In July 2015 Premier League clubs agreed a new central league sponsorship strategy which included a move away from a title sponsorship model, the first time since 1993, which will see the competition known solely as the Premier League from next season.

Designed in partnership with global agency DesignStudio and Robin Brand Consultants they’ve created a bold and vibrant identity that includes a modern take on the lion icon which is flexible in digital and broadcast formats.

Premier League Managing Director, Richard Masters, said: “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.

“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.

“We look forward to sharing more details of our new positioning in the coming months.”

DesignStudio Founder and CEO, Paul Stafford, said: “Today’s release is just the start, there’s a lot more to come from the Premier League before the new season begins.

“Our aim was to create an identity that acknowledges everyone who plays a part in one of the most exciting leagues in the world.

“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.”

This film provides a snapshot of how the Premier League will look and feel in 2016/17, with more to come ahead of next season – www.premierleague.com/new-look