The English Premier League has unveiled its new, sponsor-free “visual identity” on Tuesday, which will take effect from the 2016-17 season. The division’s lion icon has been the face of England’s top flight since its launch in 1992 but has undergone a makeover to give it a fresh, modern look.

It looks very similar to the old visual identity, except that the crowned lion with one paw resting on a football is no longer there, but the new image consists only of the lion’s head.

The money-spinning English top flight is ending its 12-year association with their £40 million-a-year Barclays bank deal in favour of becoming a ‘clean brand’ and will from now on be known simply as ‘The Premier League’ and not the former full title of the ‘Barclay’s Premier League‘, or the ‘English Premier League‘ in foreign countries.

The decision to overhaul the league’s identity was taken as part of an agreement between all of the League’s 20 clubs in July 2015 to move away from a title sponsorship model and have a new centralized sponsorship strategy.

Premier League Managing Director Richard Masters said;

“From next season we will move away from title sponsorship and the competition will be known as the Premier League, a decision which provided the opportunity to consider how we wanted to present ourselves as an organisation and competition.

“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.”

Similarly, in a press release to mark the unveiling of the new logo, the designers of the logo said they had aimed “to create a bold and vibrant identity that includes a modern take on the lion icon.”

“Our aim was to create an identity that acknowledges everyone who plays a part in one of the most exciting leagues in the world.

“And with a fresh, new take on the iconic Lion, we’ve created an identity that’s purpose-built for the demands of the modern world. While staying true to the League’s history and heritage.

“yesterday's' release is just the start, there’s a lot more to come from the Premier League before the new season begins,” said Design Studio founder, Paul Stafford.

Since 2007/08, the English premier league has been promoted and marketed as the Barclays Premier League, with the same logo.

This is the third major overhaul for the League’s logo since it was launched in 1992.

When it first formed in 1992, the league was known as the FA Premier League, before being known as the FA Premiership – with sponsorship from Carling, Barclaycard and Barclays – between 1993 and 2007, since then it has been known as the Barclay’s Premier League.

The Premier League is the most lucrative football championship in the world, with 17 of its clubs featuring in the top 30 of financial consultants Deloitte’s most recent football rich list.