Liverpool FC has unveiled its new branding, inspired by the Liver Bird.
The club rolled out the emblem across its digital media platforms last summer, but is now further embracing the symbol.
It’s changing the typeface and creative approach it uses across all marketing activity.
The new type is called LFC Sans and LFC Serif and has been created exclusively for the club. The designed draws on the wings and talons of the bird for inspiration.
The colour palette has also been updated, to remove variations and focus on the red.
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“It’s been a truly fascinating experience to see the development and creation of a new design look across the club,” said Drew Crisp, Senior Vice President of Digital at LFC.
“To have a new framework that encompasses revised colour pallets, graphics and our very own LFC font, all inspired by the iconic Liver Bird is fantastic and I’m really looking forward to showcasing it to our supporters.
“What we now have is a consistent look and feel across all areas of the club, from retail to LFC Foundation and everything in between. And we’ve been able to do this by acknowledging and honouring our history and guaranteeing we are perfectly placed to thrive moving forward in the digital and non-digital world. And it’s not just for us, but for our Partners as well, to amplify everything they do. This is about owning how we show up as a club everywhere, and we’re very proud of what we’ve created.”
A fresh new look for the Reds inspired by the iconic Liver Bird 😍 pic.twitter.com/Zmfoy6xCYp
— Liverpool FC (@LFC) February 14, 2025
The new look will be incorporated into social channels, the website, club app, matchday programme, digital marketing and communications by LFC, and partners.
It will also be visible on matchdays inside and outside Anfield and St Helen’s Stadium, with new stadium wrap-around art involving men and women first team players.
