Liverpool FC takes flight with new look inspired by iconic Liver bird

Liverpool Football Club (LFC) has begun rolling out a new look across its digital platforms, highlighting its iconic mascot, the Liver bird. The English club is further embracing the popular symbol as part of a new design look, which will be incorporated into all social channels, websites, apps, matchday programmes and digital marketing and communications by LFC and partners. 

In a statement, the club said the new typefaces, LFC Sans and LFC Serif, have been created exclusively for LFC and draw on the wings and talons of the Liver bird for inspiration to create consistency in how the club appears. LFC also stated that the adjustments to the color palette are subtle, eliminating variations and emphasising LFC's iconic red branding. 

The new graphics format, such as the typeface, is inspired by the Liver bird and has been designed to capture the renowned noise and atmosphere of the club's home stadium, Anfield. The changes will continue to be rolled out across the remainder of the 2024-25 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.

Don't miss: Liverpool opens first standalone retail store in Indonesia

In addition, the changes will also be visible on matchdays inside and outside Anfield and St. Helens Stadium, with exclusive new stadium wrap-around art involving men and women players.

To celebrate its new look, LFC released a 90-second brand video featuring its fans and iconic moments from the club's historic and present matches. The clip also highlighted the brand's new logo design and typefaces, showcasing its blend into the LFC culture. 

"The refresh ensures LFC’s rich history is honoured while evolving the style, so it is fit for the future in an ever-increasing digital world. With more than 80% of visitors to Liverpoolfc.com and 98% 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," said LFC in its statement. 

Drew Crisp, senior vice-president of digital at LFC, 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 palettes, 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," he added. 

Moreover, Crisp said, “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.”

Recently, LFC's official partner Carlsberg also revealed a fresh new look for Chinese New Year this year. The brewing company partnered with 1983ASIA artists Yao and Su Su for the first time to create a limited-edition look for its iconic beer to celebrate the Year of the Snake, a time typically associated with prosperity.

Available in China, Hong Kong, Malaysia, Singapore and Vietnam, the multi-market campaign was part of Carlsberg Group’s broader investments in premium brands and accelerating growth in Asia. It ran from December 2024 until January 2025.

Related Articles: 
Carlsberg and Liverpool celebrate 30 year anniversary with limited edition cans 
McDonald's and Five Guys troll Liverpool's red and yellow checkered kit    
Liverpool FC makes a move into digital collectable space