PIC: If you thought the new Premier League logo was bad, the shoulder patches are far worse

What are they thinking?

We appreciate that things need to change with the times, honestly we do. In this age of short attention spans and even shorter fashions, there is a requirement for brands to maintain fresh and never get staid. That said, some things just work. Take for instance the patches that adorn Premier League shirts. For many they are a source of tremendous pride. Promoted teams look forward to their jerseys adorning the famous lion, whilst the champions of England can boast a golden beast on their arms. But along with the Premier League's new logo, which has received very mixed reviews (and that's being kind), images have also been released of what next season's arm patches will look like...and they're awful. https://twitter.com/byDarren/status/697015935253790722 It's apparent that the aim to go for the clean, minimalist look that's currently in vogue, but it makes it look like the Tesco Value Premier League - the own-brand Premiership. Someone somewhere has earned a fortune designing this crap... https://twitter.com/Iqzy/status/697016785414004736 https://twitter.com/angt34/status/696999992851095552 https://twitter.com/the_cannon/status/696997448800210944