UKIP unveils new lion logo that resembles Premier League branding

29 September 2017
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Left: UKIP’s new logo. Right: the logo of the Premier League by DesignStudio

UKIP has unveiled a new logo at its party conference today but has been bet with immediate ridicule for its similarity to the Premier League’s marque. Having dropped the yellow and purple logo that incorporated a pound symbol, the new UKIP logo features a lion with the stripes of the union flag running through its mane. 

The twittersphere – including former footballer Gary Lineker – was quick to point out the resemblance between the two designs.

The new logo appears next to a sans serif logotype and the strap line “For The Nation”, which other commentators have likened to Labour’s “For The Many”. The design for the logo was chosen by party members from a shortlist of two.

The Premier League marque was updated by London branding agency DesignStudio last year as part of an extensive rebrand. DesignStudio Principal James Hurst says: “Usually imitation is flattering but the danger of the British lion, a national icon, becoming synonymous with a political ideology that represents so few, and is so divisive, would be devastating.”

According to The Telegraph, the Premier League is currently consulting its lawyers about the overwhelming similarity. A spokesperson for UKIP has asserted that the party verified that the new logo does not infringe copyright. “We’re not that stupid,” they said.

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