The Premier League unveiled a new brand identity to develop a clearer global image and shed its perception as a "corporate" league. The rebranding features a modernized visual design with rounded sans-serif type, a redrawn lion icon, and bold colors. It aims to position the league as more human and appealing, especially to younger digital audiences, while maintaining its history. The statistics provided suggest the rebranding will be successful due to high viewership and revenue from TV rights deals.

1. GROUP 3
BRIAN NHAPI (DIEGO COSTA)
ARNOLD NDEBELE (OZIL)
NYASHA MWENJE (OXLADE-CHAMBERLAINE)
TATENDA LUKE MUYARUKA (IBRAHIMOVIC) (C)

2. BACKGROUND
• The Premier League is an English professional league for
men's association football clubs. At the top of the English football
league system, it is the country's primary football competition.
• Contested by 20 clubs, it operates on a system of promotion and
relegation with the English Football League (EFL). Welsh clubs that
compete in the English football league system can also qualify.

3. INTRODUCTION

4. PUBLICATION SOURCE
www.marketingweek.com
TITLE
ENGLISH PREMIER LEAGUE LOOKS TO SHED ‘CORPORATE’ IMAGE AS
IT UNVEILS NEW BRAND IDENTITY
by Leonie Roderick

5. ONE SENTENCE DISCUSSION
THE PREMIER LEAGUE HAS CREATED A CLEAN BRAND AND VISUAL
IDENTITY TO DEVELOP A CLEAR GLOBAL COMMUNICATION.

6. YES OR NO
YES

7. OBJECTIVE
The move offers the Premier League an opportunity to build its brand
values and personality, which until now have been unclear, according
to sponsorship experts.

8. OLD VS. NEW

9. The new identity features rounded sans type, a redrawn
lion icon and a colour palette

10. RIVAL LEAGUES

12. • Modern design to work in digital and broadcast media
• More appealing design which is colorful, bold and vibrant
• Dropping the title sponsor and partnering with tier 2 sponsors e.g.
Nike and EA Sports among others
• Premier league sides can now have their own sponsors

13. Brand licencing and brand franchising

14. • Brand franchising to put players and clubs out there e.g. Nike, EA
Sports activate new brand
• Geocentric approach which produces a single unifying brand with a
single unifying message capable to sell both on and off the pitch

15. • Change from cooperate to more human side
• Opportunity to build core values and brand which have been
unclear

16. LAW OF CHANGE
Brands can be changed but only infrequently and only very
carefully

18. LAW OF CONTRACTION
The power of the brand becomes stronger when you narrow
its focus
• When you offer too many things the quality of your product or
service will be mediocre.

19. LAW OF BORDERS
The are no barriers to global branding
• A brand should know no borders. In our consulting work we find
that most clients strongly believe two things: first, their brands’
market share cannot substantially increase in their home countries.
• Second, they need to grow. The perfect solution to achieving both
goals is to build a global brand. That means: keep the narrow focus
in the home country. And then go global

21. LAW OF CONSISTENCY
A brand is not built over night.
• Success is measured in decades, not years. Markets may change,
but brands shouldn’t. Ever. They may be bent slightly or given a new
slant, but their essential characteristics (once those characteristics
are firmly planted in the mind) should never be changed. Markets
may change, but brands should stay the same.
• 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.

22. BRAND IDENTITY
• Defined as the visible elements of the brand such as colours, design,
logotype name, symbol that together identify and distinguish the
brand in the consumers mind.
• Working in partnership with the League we looked to create a bold
and vibrant identity that includes a modern take on the lion icon – a
symbol that is part of the competition’s heritage, that is now flexible
for digital and broadcast formats
• a visual identity which is relevant, modern and flexible that will help
us celebrate everyone that makes the Premier League.

23. CORE BRANDING
• Another major omission is the branding for Barclays bank, which
was made possible by the Premier League choosing not to have a
title sponsor for the first time in its history.

24. BRAND EQUITY
1) AWARENESS
2) ASSOCIATION

25. BRAND POSITIONING
• "The overarching goal was to achieve a huge cultural shift for the
Premier League, and address the misconceptions surrounding the
organisation” according to DesignStudio founder Paul Stafford.
• "Our research concluded that opinions of the League were positive
about the game, yet negative about the business."
• "This is the first year of the new Premier League brand – an
opportunity to shift perceptions of the game," he added.

26. GREAT PROSPECTS FOR THE PREMIER LEAGUE
The following statistics support our discussion on why
we think the new brand will work.

27. STATISTICS

29. STATISTICS
• Sky paid £4.2bn for five of the seven TV packages while rival BT paid
£960m for the other two in the record TV rights auction. The deal
will run for three years from 2016.
• Sky paid 83% more than it did in the last round three years ago.
• BT paid 18% more and has increased the number of live matches it
will show from 38 to 42 a year

30. THE END