Liverpool FC has unveiled a new brand identity inspired by the club’s iconic Liver Bird. Having been using the emblem across digital media platforms since last summer, the club is now pushing forward with a more proactive approach to the change.
The club is introducing a new typeface and creative approach to all its marketing activities. The custom typefaces 'LFC Sans' and 'LFC Serif' are inspired by the wings and talons of the river bird and serve to reinforce the consistency of the brand. The color palette has also been revamped to emphasize the club's signature red color.
Drew Crisp, Senior Vice President of Digital at Liverpool FC, said: “Developing the new look for the club has been an exciting experience and we’re looking forward to bringing the Liverpool Bird-inspired colours, graphics and typefaces together into a single system for our fans.”
“We can now maintain a consistent style across all areas of the club, from retail to the LFC Foundation,” he said. “It’s a change that respects our history while ensuring the club can evolve in both digital and non-digital environments.” He also explained, “It’s about helping our partners maximise their brand value and taking ownership of how Liverpool FC appears everywhere.”
The new brand design will be implemented across the club’s social media, official website, app, match programme, digital marketing and communications. It will also be seen on and off Anfield and St Helens Stadiums, with new stadium wrap art featuring the men’s and women’s first-team players.
