Logos are ubiquitous in our modern lives. At all turns we are surrounded by the “brand identities” of products and services. Though they can blur into the background, our brains are programmed to recognize them almost as quickly and surely as we recognize the faces of our loved ones. It’s for that reason that logos rarely change; if and when a company decides to switch the look of the most important visual aspect of their business, they do so after careful thought. Get it wrong, and it could be disastrous.
Things are slightly different in the world of sports. Teams and leagues change their logos much more often than the typical brand of laundry soap. There are a lot of reasons for this, and most of them are terrible. Sometimes, it’s as simple as the team or league wanting to force fans to buy new jerseys with a new logo or look.
And so it’s in that spirit that the Premier League, England’s top soccer/football competition and a juggernaut raking in cash around that world announced their new logo on Tuesday. The Premier League (or “EPL” for the Americans out there—hi Americans!) ended it’s title-sponsor deal with the banking giant Barclay’s (hence why you’ll sometime here it called the “BPL”) and rather than simply go back to the old, Barclay’s-less look, felt the need to “refresh the brand.”
Twitter mostly did not take well to “refreshing.” While the logo wasn’t universally derided, there were plenty of people on the social media service who took the opportunity to have some fun at the Premier League’s expense. It was a smorgasbord of movie lions, shots at the league’s presumed greediness, references to much more boring industries, and one salient point regarding the wanton consumerism that dominates the modern game.
It doesn’t matter if it’s crap, you’ll buy it anyway.
Enjoy our gallery of hand-selected tweets about the brand new, super clean (don’t know what that means, honestly), and quite damn regal Premier League logo.