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The impetus was the end of Barclays' title sponsorship after the 2015/16 season, which gave the league what Design Week called a "clean brand" for the first time in its history. DesignStudio led the project with Robin Brand Consultants.

A brand audit found that 90% of stakeholders were fond of the lion, so it stayed. Eye-tracking tests showed people look at the lion's face before the wordmark, and the face became the focus of some 600 sketches. Dezeen noted that the design "disposes of a number of the former logo's key elements, like the football and lion's body."

DesignStudio's Stuart Watson said the old capitals gave a sense of "shouting and not talking." The new lower-case wordmark uses a custom FF Mark from Monotype, redrawn so the two words align. The lion's head works alone on the app icon and on the sleeve badge worn by every player.

The system was billed as "digital-first and broadcast ready," with club-neutral colours meant to change on a three-year cycle. DixonBaxi later extended it to on-screen graphics for broadcasters in 212 territories.