Avery Dennison Presents Newly Designed Font and Embellishments
17 March 2023: The Premier League’s official names, numbers and sleeve badges supplier, Avery Dennison, has revealed the newly designed font and embellishments which will feature on next season’s Premier League shirts. Avery Dennison, a global materials science and digital identification solutions company, has partnered with the Premier League on the new font, which is only the fourth ever redesign in Premier League history.
An increase in the number height and the integration of the Premier League’s unique graphic pattern ensures the new font has increased visibility and more impact both on and off the pitch. The new names, numbers and sleeve badges will be available from spring onwards, following the launch of each Premier League club’s kits for the 2023/24 season.
Avery Dennison, the official names, numbers and sleeve badges supplier to the Premier League since 2019, documented the story behind the font change in a video, which includes on-pitch testing involving Premier League commentators, Martin Tyler, Jim Proudfoot and Joe Speight, at Brentford FC’s Gtech Community Stadium.
“The beauty of the Premier League is that it creates era-defining names and numbers. It is very rare that the design itself changes, so it is an honour for the team at Avery Dennison to have been part of that process,” said Simon Allen, EU aftermarket commercial director, Apparel Solutions, Avery Dennison. “The ask was for the new design to be an evolution rather than a revolution. With many components to be considered, such as legibility, durability and readability, we also needed to keep sight of the Premier League branding. Through everything, we wanted to ensure that what we put on the pitch keeps the fans in the stadium and watching at home at the heart of it.”
In addition to the name and number change, the Premier League sleeve badge has been redesigned for the upcoming season to a stand-alone iconic Premier League lion. This design will be replicated in gold for the “Champions” badge worn by the season’s winning team.
With Avery Dennison’s sustainability credentials at the forefront of the manufacturing process, the names, numbers and sleeve badges are produced at its factory in Western Norway, powered by renewable energy from a nearby glacier. With printing and robotics technology in place to reduce waste, the Premier League embellishments are printed on a thin and digital layer, using a high-tech computer to determine the placement of the transfers and ensure the best utilization of the sheet, ensuring minimal waste.
www.averydennison.com
