H2Dezign

Stuart Watson, former Executive Creative Director at DesignStudio, led the Premier League’s new identity rebrand, crafted with Robin Brand Consultants to reflect fans, communities, and players. A six-month audit showed 90% stakeholder support for the iconic lion, symbolizing strength. Eye-tracking guided 600 sketches, focusing on the lion’s face. The wordmark, now in a lower-case custom FF Mark font by Monotype, aligns neatly for a friendlier tone, marking the league’s third identity in 24 years.