The company responsible for creating the new font on Premier League kits believe they have come up with a design that will sit alongside previous era-defining styles.
Only a trained eye may notice that the typeface for the players’ names and numbers, as well as the Premier League logo on the sleeve, will be different this season as the league ordered an update for just the fourth time since a uniform font was introduced in 1997.
Avery Dennison, a global materials science and digital identification solutions company, were tasked with the redesign and came up with a “fresh and modern” take, while also increasing visibility.
After being given the seal of approval by commentators such as Martin Tyler and Jim Proudfoot at a test event at Brentford’s stadium, the design was revealed in March.
With famous moments in Premier League history intrinsically linked to the kits players were wearing, Avery Dennison believe they have struck the right note 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 marketing manager John Ellison told the PA news agency.
“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.”
With some instantly-recognisable designs of the past, whether it be the shadow-effect of the 1997 design or the more sleek version that was introduced in the late 2000s, it would have been easy to head down memory lane.
But that was never an option as the Premier League brief 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 only changed the design a number of times and when you look back over 30 years, you can see they were right for the time but that doesn’t mean you’d draw too much from those historical designs.
“We knew we wanted something fresh and modern. We tried to run in line with the evolution but the underlying principles were that it would be easily legible and all about visibility at distance.
“It quickly became apparent they weren’t after a revolution, they were 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 in the manufacturing process to reduce waste, were also committed to sustainability, with their plant in Norway powered by renewable energy from a nearby glacier.
Ellison added: “Sustainability is at the core of everything we do. At Avery Dennison we use many pioneering and proprietary processes to produce our names and numbers.
“We are committed to sustainability and aim to exceed all industry standards.”
The design was debuted in the Premier League Summer Series in the United States recently and will get its first UK airing when the new campaign kicks-off with Manchester City’s visit to Burnley on Friday.
Hayes concedes title race is over as Chelsea suffer dramatic Liverpool defeat
It has been a difficult week for Chelsea and their boss Emma Hayes.
After seeing their Champions League dreams dashed by holders Barcelona on Saturday, they had no margin for error when they travelled to Liverpool in the Women's Super League on Wednesday.
Six points behind Manchester City with two games in hand but an inferior goal difference, the Blues needed three points to stop Hayes' final season in charge from totalling unravelling.
But there was to be no respite for the Blues, who were at one point tipped for a quadruple but have been stuck in a downward spiral since losing Sam Kerr to an anterior cruciate ligament injury during the winter break.
Matt Beard's Liverpool put on a tremendous display to win 4-3, with Gemma Bonner scoring a stoppage-time equaliser to leave Hayes certain the title is out of reach.
"I think the title is done," she said after Wednesday's game.
"Of course mathematically it's not, but I think the title is done. Our job between now and the end of the season is to keep pushing until the end, but I think it will be very difficult.
"This team has done a tremendous job in my time here to push for titles.
"I don’t know if we have ever conceded four goals in a half before. Three from set pieces is just unforgivable. But I'm going to credit Liverpool."
Chelsea now need an almighty collapse from City, who may only require three points from their remaining two matches to seal the title, if their goal difference advantage holds firm.
Hayes believes fighting on multiple fronts has not helped her team, adding: "We looked exhausted but I don't want to make excuses.
"I want to remind our fans how much success we have brought over the years. It's just not to be this year."
Next up, Chelsea face relegated Bristol City in their final home game before Hayes departs to take the United States job, with City taking on Arsenal in Sunday's headline fixture.
Sancho outshines Mbappe as Dortmund seize initiative against PSG
Manchester United loanee Jadon Sancho issued a reminder of his star quality as Borussia Dortmund beat Paris Saint-Germain 1-0 in the first leg of their Champions League semi-final tie on Wednesday.
Niclas Fullkrug scored the winner after 36 minutes, taking in Nico Schlotterbeck's floated pass before driving a low shot beyond PSG goalkeeper Gianluigi Donnarumma.
Fullkrug has now been involved in six Champions League goals this season (three goals, three assists), the joint-most by a German player in their debut campaign in the competition, alongside BVB team-mate Marco Reus in 2012-13 (four goals, two assists).
The star of the show, however, was undoubtedly Sancho.
He tormented Nuno Mendes throughout a lively performance, creating three chances for his team-mates – a game-high tally alongside Julian Brandt, Kylian Mbappe and Achraf Hakimi.
Sancho had completed seven dribbles by the halfway point, more than he managed in any full game for the Red Devils.
By full-time, that number had crept up to 12, the most by any player in a Champions League semi-final since Lionel Messi completed 16 for Barcelona against United in April 2008, and the most on record by an Englishman at any stage of the competition (since 2003-04).
Sancho even outshone Mbappe, who struck the far post with a curling effort early in the second half but was limited to just three shots totalling 0.17 expected goals (xG).
PSG did have their chances, though, with their total of 14 shots their most without scoring in any Champions League game since the second leg of their 2020-21 semi-final against Manchester City (also 14), when they were beaten 2-0 and eliminated from the competition.
Dortmund are now unbeaten in 11 straight Champions League home games, winning seven and drawing four.
It's their longest ever such streak at Signal Iduna Park, and they have also won four straight knockout games on their own turf for the first time in their Champions League history.
While Dortmund have a valuable lead to protect in Paris next Tuesday, Edin Terzic will be expecting a strong reaction from PSG.
The Ligue 1 champions have progressed from two of their last four Champions League knockout ties when losing the first leg, with the first of those successes coming against Dortmund in the last 16 in 2019-20 (1-2 away, 2-0 at home).
Borussia Dortmund 1-0 Paris Saint-Germain: Fullkrug hands hosts first-leg win
Niclas Fullkrug fired home a first-half winner as Borussia Dortmund claimed a 1-0 victory over Paris Saint-Germain in the first leg of their Champions League semi-final tie in Germany.
Nico Schlotterbeck floated a pass into Fullkrug's path and the Germany international brought the ball under his spell with a wonderful touch before drilling a low shot past Gianluigi Donnarumma in the 36th minute.
PSG, on the back foot for much of the first half, improved after the break and struck the woodwork twice in a matter of moments just after the restart.
Kylian Mbappe curled an effort against the right-hand post before Achraf Hakimi scuffed a shot against the other upright on the rebound as Edin Terzic's side escaped with a first-leg lead.
The teams will meet again at the Parc des Princes next Tuesday, with the winners of the tie facing either Bayern Munich or Real Madrid – who drew 2-2 in their first leg on Tuesday – in the final at Wembley Stadium.
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