The football’s English Premier League has revealed a new brand identity, which will be activated from the start of the 2016-17 campaign, and confirmed that it will move away from a title sponsorship model to a seven-sponsor structure from the end of this season.

Working in partnership with global agency DesignStudio and Robin Brand Consultants, the league’s new branding features a “modern take on the lion icon” – a symbol that has been ever-present since the inaugural campaign in 1992-93. The league added that the logo would be “flexible in digital and broadcast formats.”

“From next season we will move away from title sponsorship and the competition will be known simply as the Premier League, a decision which provided the opportunity to consider how we wanted to present ourselves as an organisation and competition,” the league’s managing director, Richard Masters, said. “We are very pleased with the outcome: a visual identity which is relevant, modern and flexible that will help us celebrate everyone that makes the Premier League. We look forward to sharing more details of our new positioning in the coming months.”

The league’s clubs agreed last July to move away from a title sponsorship model. Two brands have signed up to the new seven-partner structure so far – sportswear company Nike and video game brand EA Sports, both under deals that run until the end of 2018-19. Three more sponsors are set to be announced imminently, while two others are also in the pipeline. The league is hoping that one of the final two partners will create league-branded products.

Masters said the rebranding process had started six months ago, and the clubs were shown the new designs last Thursday, with no major opposition to the plans. The league surveyed fan groups, with 90 per cent saying they wanted to keep the lion logo.

On each club shirt there will be a circular sleeve patch with a purple lion, white background and the words ‘Premier League’ across the bottom left quadrant. On-screen graphics featuring new logos and colour schemes will be used on all television feeds, except the UK and US, with broadcasters in those markets able to create their own on-screen graphics.

Next season will be the first time that the league has altered its identity since the 2006-07 campaign.