Liverpool has changed its visual identity

A winning team doesn't change, but Liverpool under Arne Slot seems to be ready for a big revolution. Of course, we are not talking about the field, where the Reds are in full race for both the Premier League and the Champions League, but in the visual identity of the club. Liverpool FC is about to intensify the use of its historic emblem, the Liver Bird, on all digital platforms for the upcoming season. This symbol will officially represent the club on social media, the website, and the mobile app, reflecting the importance of a clear and recognizable digital presence, especially considering that over 86% of website visitors and 98% of social media users access through mobile devices.

@adamthecco Liverpool have just revealed a brand refresh, tweaking their fonts, colours, and overall look to make their identity more modern and consistent. With new custom fonts inspired by the Liver bird and a refined colour palette focused on Liverpool Red, the club is future-proofing its branding while keeping its heritage intact. What do you think—should clubs be making these changes, or should they leave their branding alone? #LiverpoolFC #LFC #PremierLeague #FootballBranding #SportsMarketing #Liverbird #YNWA #FootballBusiness #EPL #FootballDesign original sound - Adam | Sports Marketing CCO

The Liver Bird, which first appeared on the team's jersey in 1950, has had a consistent design since 2012. It will also be used in digital and television broadcasts, including those of the Premier League, ensuring global visibility for the club. In addition to this, the 1997 crest, a symbol of the club's memory and identity, will continue to be featured on the back of the official jerseys. The LFC brand will not only be prominent in digital communications and marketing, but will also maintain its official emblem for physical areas of the club, such as Anfield and training centers. A significant strengthening of the physical presence is represented by the 550 kg crest installed outside the new Anfield stand, an imposing structure that highlights the importance of the club's visual identity.

At the same time, Liverpool has introduced two new custom fonts, "LFC Sans" and "LFC Serif", inspired by the iconic shapes of the Liver Bird's wings and claws. These fonts not only represent a connection to the club's tradition, but have been designed to ensure greater readability and versatility in digital and printed communications. Additionally, the club has adopted a refined color palette that focuses on Liverpool's traditional red, the team's symbolic color. With the start of the 2024-25 Premier League season on the horizon, fans can expect to see the Liver Bird taking center stage on all platforms, another step in solidifying the historic identity of Liverpool FC on a global level.