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

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.

As the Official Name, Number and Sleeve Badge licensee of the @PremierLeague, Avery Dennison has designed and manufactured a new name and number font, which will feature on all club kits beginning with the 23/24 season. Watch our trailer below. pic.twitter.com/GxHxhSbwvj

— Avery Dennison (@AveryDennison) March 14, 2023

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.”

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