With the first kick-off of the 2016/17 Premier League season just 10 days away, it will be sporting a vibrant new look. The lion has been the face of the most popular soccer league in the world since 1992 and has gone through several looks throughout the years. From 2016/17 onwards, the league will use its new identity that's "purpose-built for the demands of the modern world" with a fresh, new take on the iconic lion. As a fan of the modern game, I am convinced that Designstudio and Robin Brand Consultants have created a simple, but effective identity that, most importantly, stayed true to its heritage and will be cherished by fans around the globe. I await the upcoming season with great anticipation. C'mon Arsenal!