Liverpool Football Club has unveiled the next phase of its rebrand.
The Premier League side has changed its typeface across all activities including social media channels, website, club app, matchday programme and digital marketing.
The new typeface includes two new fonts that were created exclusively for the club and have been named LFC Sans and LFC Serif.
Alongside the change in typeface, Anfield and St Helen’s stadium will also be given a fresh look with new wrap-around art, featuring the men’s and women’s first-team players.
There are also subtle changes to the colour pallet which now focuses on the club’s red. The new graphics are inspired by the Liver Bird, the club’s logo, and are designed to “help capture the renowned Anfield noise and atmosphere”.
Drew Crisp, senior vice president of digital at Liverpool FC 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.
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The changes will be rolled out during the remainder of the 24/25 season and into next season. The Club will also make subtle design changes to some of its club-related logos, including the LFC Foundation- the club’s official charity.
Liverpool FC has 200 million global social media followers across its men’s and women’s channels on X, TikTok, Facebook, WhatsApp, Snapchat, YouTube, Threads, Sina Weibo, LinkedIn, BiliBili, Douyin and Line.
Crisp added: “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.”
