Liverpool to make subtle change as club crest feature set for online revamp

Liverpool fans will notice a change online for the club from next season as it moves to make its global branding more clear.

The club will further embrace the historic Liver Bird emblem across all club digital media platforms next season, including across all the club’s social media platforms, the official website and mobile app, while it will also be used in a digital and TV context next season by national and international media, including the Premier League’s host broadcasters.

The factors behind the decision are to make the club’s brand more clear and stand out in what they have described as ‘increasingly smaller spaces’, with over 86% of visitors to the LFC website and 98% of users of club social channels coming from mobile devices.

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Branding is key for the club moving forward at a time when they are looking to grow the fan base globally in new territories, with a cleaner digital branding seen as a way to be more impactful.

The Liver Bird emblem was first worn on the LFC kit for the FA Cup final defeat to Arsenal in 1950, has featured in different forms over the years. It has however remained consistent since 2012 and will continue to do so alongside the 97 flames which will also remain on the back of club kits.

It will also feature in all club digital marketing and communications, across club products, by Liverpool FC partners and wider official relationships.

The club’s famous crest will remain as the official emblem of the Reds and as an integral part of the club’s brand identity it will continue to be used in non-digital areas, including Anfield Stadium, the AXA Training Centre, AXA Melwood Training Centre and the club offices.

The crest was most recently installed last year with a huge 550-kilogram crest on the expanded Anfield Road Stand, close to the Shankly Gates and Sir Kenny Dalglish Stand. Due to its measurements and weight, it took three days to carefully install in pieces. Its size is 5x6.9 metres – which, if laid flat on the ground, would cover the entire 18-yard box.

Supporters should see the Liver Bird start being introduced on digital and TV platforms during the build-up to the 2024/25 Premier League season.