Following the rollout of the Liver bird emblem across all digital media platforms last summer, Liverpool FC is further embracing the iconic symbol as part of a new design look alongside typeface and creative changes.

The brand-new typefaces have been created exclusively for Liverpool FC, 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 the club appears.

The changes to the colour palette are subtle but remove variations and focus on LFC’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 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.

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, it said in a statement. 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, it added. 

Supporters will have begun to notice a change in the typeface and creative approach used across all activity. This will be incorporated over time into all social channels, Liverpoolfc.com, 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 Helens Stadium, with exclusive new stadium wrap-around art involving men and women players.