Premier League clubs adopt vintage logos for 2026/27 kits

Several Premier League and European football clubs are incorporating vintage logos and symbols into their 2026/27 kits. Liverpool’s new home shirt draws inspiration from its late 1980s and early 1990s designs, while its away kit features an older version of the Liver Bird logo. Other clubs adopting historical elements include Leeds United, Nottingham Forest, Wigan Athletic, and Bayer Leverkusen.

This trend is driven by nostalgia, as older badges connect fans to specific memories and eras. Additionally, as clubs modernize their primary logos for digital platforms, returning to classic designs helps maintain a sense of history. From a business perspective, these kits are marketed as special, collectible items.

However, the launch of Liverpool’s new third kit has faced criticism. While the kit itself is inspired by the club’s European history, fans expressed frustration over a social media promotional video. The primary complaint centered on the use of a voiceover by actor Owen Cooper, who does not possess a Scouse accent, leading some supporters to label the club’s marketing efforts as ‘out of touch’ with its local roots.