Liverpool FC celebrates the liver bird in refreshed identity
The mythical bird has inspired its updated symbol and typefaces, which are being rolled out at Anfield and other key touchpoints
Liverpool FC is pushing the liver bird – a mythical creature associated with both the city and the club – to the forefront of its visual identity.
At the heart of this is the bird-shaped emblem, which appears standalone in some contexts and as part of a lock-up with the club’s initials in others. While the club’s badge remains unchanged, the liver bird will have a more prominent presence in branded materials.
This began with the motif being used in a small number of spaces, such as social media, at the beginning of the season. Now it is being rolled out across more touchpoints, including the club’s website and app, communications, matchday programmes, and stadium wraps at Anfield and St Helen’s, home of the men’s and women’s teams respectively.
Two new custom typefaces have also been created for the club. This includes LFC Serif, an elongated display typeface featuring organic yet pronounced curves and tapers, which have been designed to resemble the swooping wings and pointed talons of a bird. Accompanying this is a comparatively squat typeface, LFC Sans, which is more functional and yet still has room for interesting quirks and angles.
Some of the graphics shared by the club suggest that typography will play an important role in marketing and social media assets, where the details within the display typeface can be appreciated. This also goes for the stadium wraps, where the lettering is blown up to large scales. Early designs also indicate the typefaces will appear in playful staggered layouts.
Meanwhile Liverpool’s red colour palette – a virtually untouchable asset – has been modestly tweaked for consistency and vibrancy.
A significant factor in updating its identity was a need to refine and emphasise its assets in order to be digital-ready. While this is a driving force for most brands today, it’s especially important for clubs like Liverpool, whose fanbase is spread around the world (and therefore mostly interacts with it digitally). According to the club, around 70% of visits to its app and website come from abroad.
“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,” says senior VP of digital Drew Crisp. “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.
