The Premier League has presented its new identity this morning for the 2016/17 season as football’s biggest league prepares itself without Barclays as their title sponsor after 15 years.

The league partnered with DesignStudio and Robin Brand Consultants to depict a new, modern identity within its goal to unify this newly created brand across the Premier League’s numerous platforms from 2016/17 onwards. It is the first time in a decade that a re-branding of the Premier League has taken place.

After receiving the results from recent fan surveys, the English juggernaut has surprisingly left the recognizable “lion and crown” logo, a logo which has been in place since the beginning of the league in 1992.

The newly branded Premier League has five bold colours – purple, sky blue, magenta, yellow, and lime green – and lower case font, which is a major change from the current brand that has all-capitals in a blue and white branding to generate a very corporate feel.

According to DesignStudio’s founder and chief executive Paul Stafford, not only does the new logo present a new era for the league, the logo will also be digitally friendly for its app as well as other digital platforms in which the current logo is just not applicable.

“Our aim was to create an identity that acknowledges everyone who plays a part in one of the most exciting leagues in the world”, he said.

“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.”

The new look goes hand in hand with the league’s goal to have a simpler brand image and it hopes this image will rival what major US leagues currently have and increase its awareness globally.

The Premier League is also pursuing a new sponsorship model that will focus on gaining seven partners in the absence of a Title sponsor.

Currently, video game company EA Sports and globally recognized Nike have been announced as new partners under the new model with more being announced in the coming weeks.