BRAND: Creating an impressive, modern image for your business has never been so important. Premier League clubs refresh theirs every season with new kits, new players and even new badges. Picture by Paul Collins, head of visual, Deep South Media.
By Neil Walton, Deep South Media.
With just 88 days separating the end of the 2015/16 Premier League season and the new 2016/17 campaign, Premier League clubs have been quick to refresh their brands over the summer break.
All 20 teams have opted to release up to three new kits – home, away and third strips – while others have even gone as far as redesigning their crests.
Manchester United and Tottenham will both be unveiling a hat-trick of new jerseys and their kit sponsors, Adidas and Under Armour respectively, look set to reap the rewards financially.
For example, United last used the same home shirt for a second season in succession during the 2005/06 campaign.
When that trend was broken they created a precedent that has accelerated ever since, meaning Premier League clubs now release new home and away kits every season with some launching third kits, or ‘European’ strips.
However, there is a rising cost. Arsenal’s new ‘authentic’ home jersey, the top-spec version worn by the likes of Alexis Sanchez and Mesut Özil, will cost fans £100 this season while a mere replica can be snapped up for £55.
Last season Arsenal sold 2.05 million shirts. At £55 each, this will have netted them a cool £113m.
Only two Premier League clubs surpassed The Gunners’ sales figures last term; Chelsea with 3,102,000 and Manchester United with 2,977,000.
Manchester City and West Ham United have even gone one better by updating their badges.
City will sport a modernised version of a former badge while West Ham have simplified theirs to commemorate moving from the Boleyn Ground to the Olympic Stadium.
Even the Premier League itself has refreshed its logo and players’ shirt sleeve badges.
This new “visual identity” sees the Premier League lion stylised alongside new font, although shirt numbers and letters remain unchanged.
The renamed English Football League (EFL) also boasts a new logo, shirt numbers, letters and badges with a gold, silver and red theme depicting the Championship, League One and League Two respectively.
So, why all the tinkering with brand images?
Football clubs know that a poor brand image and logo can put paid to lucrative sponsorship deals, kit sales and even player transfers.
Many businesses might benefit from a timely freshening up of their brand and there are always experts on hand to help out.
But perhaps avoid the Premier League model and think twice about changing it every year.
