Premier League unveils logo from 2016/17 season with new-look lion

Despite earlier rumours of its demise, the crowned lion from the current design does survive, although the new image consists only of its head.

The image is accompanied by the words 'Premier League' in a different style of lettering to that used in the present 'Barclays Premier League' motif.

The competition has been promoted and marketed as the Barclays Premier League, with the same logo, since 2007-08.

From 2016-17, it will be known simply as 'the Premier League', clubs having agreed last summer to a new central sponsorship strategy which included a move away from a title sponsorship.

Premier League managing director Richard Masters said: "(It was) 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."

The League worked in partnership with global agency DesignStudio and Robin Brand Consultants to create what it describes as "a bold and vibrant identity that includes a modern take on the lion icon - a symbol that is part of the competition's heritage - which is flexible in digital and broadcast formats."

The League also said "an extensive consultation process took place as part of the new identity which included consulting fans".