Liverpool FC refreshes its brand identity with iconic Liver bird

Written By:Anne Carton

16 February 2025

Liverpool FC embraces the mythical creature — liver bird — for its visual identity. In some places, the bird-shaped logo design appears with the club’s initials, while in others, it appears standalone. The club’s emblem remains unchanged; however, the liver bird will have a more significant appearance across social platforms, club apps, and other branded materials.

The changes will also appear on the stadium wraps at St Helen’s and Anfield, the home grounds of the women’s and men’s teams.

New typeface

The new brand identity also put forth two new custom typefaces for Liverpool FC. These are LFC Sans and LFC Serf. While the LFC Sans typeface is more functional and squat, the LFC Serif has an elongated appearance with curves and tapers, resembling the wings and talons of the mythical bird for visual consistency.

Color palette

The Liverpool FC’s color palette has subtle changes to denote consistency. Red remains its top choice to encourage passion on and off the ground.

According to the VP of digital Drew Crisp, “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 honoring our history and guaranteeing we are perfectly placed to thrive moving forward in the digital and non-digital world.”

This change ensures that the rich history of Liverpool FC is honoured while introducing changes for the future audience. This visual identity gives the club a much-needed style with clear legibility, even in small spaces.

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