Liverpool Football Club reveals fresh new look inspired by iconic Liver Bird

February 15, 2025
By Editor

Liverpool Football Club has revealed a fresh new look following the roll-out of the Liver Bird emblem across all of their digital media platforms last summer. LFC is further embracing the iconic symbol as part of a new design look.

Supporters will begin to notice a change in the typeface and creative approach it uses across all activities. This will be incorporated over time into all social channels, the website, club app, matchday programme, digital marketing and communications by LFC, and partners. The changes will also be visible on matchdays inside and outside Anfield and St Helen’s Stadium, with exclusive new stadium wrap-around art involving men and women first team players.

The brand-new typeface have been created exclusively for Liverpool Football Club, are called LFC Sans and LFC Serif, and draw on the wings and talons of the Liver Bird for inspiration and to create the link and consistency in how we appear.

The changes to the colour pallet are subtle, but remove variations and focus on the club’s unmistakable red. The new graphics format, like the typeface, is inspired by the Liver Bird and has been designed to help capture the renowned Anfield noise and atmosphere.

These changes will continue to be rolled out across the remainder of the 24/25 season and into next season. They will also see subtle design changes to a number of club related logos, including LFC Foundation, the club’s official charity.

The refresh ensures LFC’s rich history is honoured, while evolving the style so it’s fit for the future in an ever-increasing digital world. With more than 80 per cent of visitors to Liverpoolfc.com and 98 per cent of users of club social channels coming from mobile devices, there is a need to make club identity, visuals and style much clearer and more legible in increasingly smaller spaces.

Liverpool FC now has more than 200 million global social media followers across its men’s and women’s channels on X, Facebook, Instagram, TikTok, YouTube, WhatsApp, Snapchat, Threads, LinkedIn, Sina Weibo, Bilibili, Douyin and LINE. Liverpool FC has more than 4.5m monthly average users across Liverpoolfc.com and the official club app, with circa 70% of visits from around the world.

It was the most-engaged club in the Premier League last season across social, registering more than 1.5 billion fan engagements, and also the most-viewed on social media, with 11.9 billion views. The Reds continue to break records and is officially the most watched team in the Premier League so far this season.

Independent data released recently by Nielsen revealed LFC reached a cumulative TV audience of 133.8 million viewers, more than any other club in the division, across their first nine Premier League matches of the season from August to October 2024.

This growth in broadcast audiences is a continuation of last season, when the club was officially the most-watched team globally in the Premier League, with a cumulative audience of 471 million for all 38 top-flight games.

Drew Crisp, senior vice president of digital at Liverpool Football Club, said:

“It’s been a truly fascinating experience to see the development and creation of a new design look across the club. 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.”