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Designers of new font on Premier League kits go for ‘evolution’ not ‘revolution’

Designers of new font on Premier League kits go for ‘evolution’ not ‘revolution’

2 years ago
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The firm accountable for creating the new font on Premier League kits imagine they’ve give you a design that may sit alongside earlier era-defining kinds.

Only a skilled eye might discover that the typeface for the gamers’ names and numbers, in addition to the Premier League brand on the sleeve, might be totally different this season because the league ordered an replace for simply the fourth time since a uniform font was launched in 1997.

Avery Dennison, a worldwide supplies science and digital identification options firm, have been tasked with the redesign and got here up with a “fresh and modern” take, whereas additionally rising visibility.

As the Official Name, Number and Sleeve Badge licensee of the @PremierLeague, Avery Dennison has designed and manufactured a new title and quantity font, which can function on all membership kits starting with the 23/24 season. Watch our trailer under. pic.twitter.com/GxHxhSbwvj

— Avery Dennison (@AveryDennison) March 14, 2023

After being given the seal of approval by commentators equivalent to Martin Tyler and Jim Proudfoot at a take a look at occasion at Brentford’s stadium, the design was revealed in March.

With well-known moments in Premier League historical past intrinsically linked to the kits gamers have been carrying, Avery Dennison imagine they’ve struck the appropriate word with this design.

“It was just the fourth time the Premier League has changed them so we wanted to create something that would stand the test of time,” senior advertising supervisor John Ellison advised the PA information company.

“We are confident we have done that. Names and numbers are part of the identity of supporting a football club and we believe our design will create memories that are associated with this design for fans for many years to come.”

Introducing Sheffield United’s new No.5.

Auston Trusty. pic.twitter.com/V6xBgnq6IG

— Sheffield United (@SheffieldUnited) August 3, 2023

With some instantly-recognisable designs of the previous, whether or not it’s the shadow-effect of the 1997 design or the extra smooth model that was launched within the late 2000s, it will have been straightforward to go down reminiscence lane.

But that was by no means an possibility because the Premier League temporary was an “evolution not a revolution”.

“It’s important to look at the historical designs but they did not heavily influence the final outcome,” Ellison added.

“The Premier League have solely modified the design a quantity of occasions and once you look again over 30 years, you’ll be able to see they have been proper for the time however that doesn’t imply you’d draw an excessive amount of from these historic designs.

“We knew we wished one thing contemporary and trendy. We tried to run in step with the evolution however the underlying ideas have been that it will be simply legible and all about visibility at distance.

“It shortly turned obvious they weren’t after a revolution, they have been after an evolution.

“They wanted to move on from where they are but not flip things on their head. They wanted to build an identity that stayed true to the look of their current branding.”

Avery Dennison, who used automation within the manufacturing course of to scale back waste, have been additionally dedicated to sustainability, with their plant in Norway powered by renewable vitality from a close-by glacier.

Ellison added: “Sustainability is on the core of every thing we do. At Avery Dennison we use many pioneering and proprietary processes to supply our names and numbers.

“We are committed to sustainability and aim to exceed all industry standards.”

The design was debuted within the Premier League Summer Series within the United States not too long ago and can get its first UK airing when the new marketing campaign kicks-off with Manchester City’s go to to Burnley on Friday.





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