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.
Kompany targeting Champions League top eight despite stuttering start
Vincent Kompany is eyeing a place in the top eight of the new Champions League format with Bayern Munich despite back-to-back losses in the competition.
Bayern welcome Benfica to the Allianz Arena on Wednesday, hoping to recover from defeats to Aston Villa and Barcelona, the first time they have failed to win consecutive games in the competition since April 2017.
Kompany's started their Champions League campaign with a 9-2 thrashing of Dinamo Zagreb, but have since plummeted down the new league table.
They find themselves 23rd after three matches. However, they have fared better in the Bundesliga, sitting three points clear at the top of the table after nine games.
"What we know is you have to win around six (of eight) games to reach the top eight," Kompany said.
"You have to win three games and that should be enough for the playoffs. My goal is to reach the top eight."
Bayern last failed to reach the Champions League knockout stages in 2002-03, finishing bottom of a group that featured Deportivo La Coruna, Lens and Milan.
But despite their stuttering start in the competition so far, Kompany said the new format plays no role in the team's planning.
"I don't want to think too far ahead because we have enough games," Kompany said.
"We have to win against Benfica. I don't want to spend too much time thinking about what could happen in January.
"No one knows how it will work. We only know we want to win tomorrow. We play at home. That is my only goal."
Bayern, however, have every confidence of getting their European campaign back on track, with the German outfit boasting an impressive record against Benfica.
They have played 12 major European matches against Benfica and have never lost (W9 D3).
But Bruno Lage's side will be looking to buck that trend, having beaten Atletico Madrid and Red Star Belgrade so far, but they did lose to Feyenoord last time out.
"We have a lot of confidence going into this game. We will always adapt and take the steps that are right for the team," Kompany said.
"But to say we will change everything is not serious. We just want to win again at home.
Benzema: Mbappe must adapt to Madrid role and forget 'best in world' Vinicius
Kylian Mbappe must learn to play as a central striker at Real Madrid because he cannot displace Vinicius Junior on the left wing.
Those were the words of Los Blancos' second-highest scorer of all time, Karim Benzema.
Mbappe has scored eight goals in 14 appearances in all competitions for Madrid since his move from Paris Saint-Germain, but has failed to score in his last five games.
The 26-year-old has been deployed in a more central role since under Carlo Ancelotti, as opposed to the wide role where he enjoyed success with the Parisiens.
"The problem, in my opinion, is that [Mbappe] is not a central striker, even with the national team, every time he plays as a number nine he doesn't feel right, because that's not his position," Benzema said on Spanish television show El Chiringuito.
"On the left, he's got a guy who's at the same level as him, Vinicius, so there is a problem.
"You can't play Vinicius as a number nine or on the right, because when he plays on the left he makes the difference in every game.
"Mbappe isn't a real number nine. People ask a lot of him and he's under a lot of pressure, this isn't Paris Saint-Germain."
The France captain has underperformed his expected goals (xG) figure in LaLiga by 1.75 this term, recording a shot conversion rate of just 18.18% from his 33 total attempts.
He has also missed seven big chances, with only Real Betis duo Abde Ezzalzouli and Vitor Roque (both eight) and Barcelona's Robert Lewandowski (11) wasting more in LaLiga.
In Madrid's last game, a 4-0 Clasico defeat, Mbappe recorded just 27 touches. Only Aurelien Tchouameni (24) registered fewer among those who started the encounter.
Benzema also endured a difficult start to life in the Spanish capital, netting just nine goals in his 33 appearances in all competitions in his debut season after his move from Lyon.
He would, however, go on to become one of Madrid's best ever players, scoring 354 times in 648 outings, a total that puts him behind only Cristiano Ronaldo (450) in the club's history.
Benzema won 25 major honours during his time at the club, also scooping the Ballon d'Or in 2022, and had some advice for his compatriot moving forward.
"Don't give up, because I don't think he's going to push Vinicius to move. He's the best player in the world at the moment," Benzema added.
"Mbappe needs to get it into his head that today he's a number nine, and forget about the left flank for a while."
Mbappe will be back in action for Madrid on Tuesday when they face Milan in the Champions League.
Luis Enrique in awe of Simeone energy ahead of reunion
Paris Saint-Germain coach Luis Enrique was full of praise for his former rival Diego Simeone as he prepares to go head-to-head with the Atletico Madrid boss in the Champions League.
PSG and Atletico, who reached the semi-finals and the quarter-finals respectively last season, will face off on Wednesday having both won just one of their three league-phase games.
A home victory would boost PSG, currently 19th with four points, while Atletico, languishing in 27th on three, are aiming to recover from back-to-back losses.
PSG have never faced Atletico in the Champions League before but Luis Enrique's Barcelona defeated Simeone's Atletico side nine times in their 14 meetings between 2014 and 2017, drawing twice and losing three times.
Luis Enrique led Barca to a Champions League and LaLiga double in 2014-15 followed by another league title the following year.
"We've played against each other as players and then as managers. I admire Simeone, when a coach can stay for so many years at a top club it means he is great because that is such a difficult thing to do," Luis Enrique told reporters on Tuesday.
Simeone has managed Atletico for 13 years, guiding them to two LaLiga titles and two Europa League crowns, though the Madrid side had considered hiring Luis Enrique prior to Simeone's arrival.
"I had given my word to another club. If I had gone to Atleti, I would not have stayed half as long as Simeone because I don't have the energy as him," added Luis Enrique.
"They are lucky to have found Simeone as a coach. You need a lot of energy, to be able to convince all your players over the long-term."
PSG, having lost Kylian Mbappe to Real Madrid in the close season, have just two goals in their three Champions League games, beating Girona 1-0 but drawing 1-1 with PSV and losing 2-0 at Arsenal.
"I have no doubt we can improve in defence and attack, whether it is with the defender duos of Marquinhos and Willian Pacho, or Milan Skriniar and Lucas Beraldo, or in the midfield," Luis Enrique said.
"I understand you want to discuss individual players, but we analyse things from a broader perspective.
"What interests me is to always generate goalscoring opportunities and to arrive in the penalty area because you have managed to be stronger than your opponent.
"That is my objective as a coach: to always generate opportunities."
Close-season signing Matvey Safonov, who kept a clean sheet in their opening win against Girona, might replace number one goalkeeper Gianluigi Donnarumma, whose mistakes proved costly at Arsenal and against PSV.
"You will find out tomorrow. After a good cup of cappuccino, I will decide who the goalkeeper is," Luis Enrique said.
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