Liverpool FC, a club steeped in history and tradition, is doing more than just kicking a ball around. They are doubling down on their identity with a fresh design look set to roll out across all platforms. This is a full-on brand evolution centered around the iconic Liver bird.
A Fresh Look for the Reds
Following the digital Liver bird rollout last summer, the club is now embracing its symbol with new typefaces, color palettes, and graphics. These changes aren’t just for show. They’re designed to create a consistent and recognizable visual identity for the club in an increasingly digital world.
The new typefaces, LFC Sans and LFC Serif, are custom-made, drawing inspiration from the Liver bird’s wings and talons. It’s a clever way to subtly link everything back to the club’s core identity. Even the color palette has been refined, focusing on that unmistakable Liverpool red. The graphic formats capture the electric Anfield atmosphere.
These changes will be visible everywhere, from social media and the club website to matchday programmes and even inside and outside Anfield stadium. The goal is to ensure that the Liverpool FC brand is instantly recognizable, no matter where you encounter it.
Reaching New Heights Digitally
In today’s digital age, having a strong online presence is crucial. With most fans accessing Liverpool FC’s content on their phones, the club needed to make its branding clearer and easier to read on smaller screens. The numbers are staggering: Liverpool FC has over 200 million social media followers and 4.5 million monthly website and app users. They’re also the most-engaged Premier League club on social media!
But it’s not just about looking good online. As Drew Crisp, LFC’s senior vice-president of digital, puts it: “It’s about owning how we show up as a club everywhere.”
Final Thoughts
Liverpool FC’s brand refresh is about more than just aesthetics. It’s about creating a consistent identity that honors the club’s rich history while embracing the future. By featuring the iconic Liver bird and using a consistent visual style across all platforms, the club is strengthening its brand and connecting with fans worldwide
