ClubLiverpool FC to use Liver Bird across digital platforms

It will be used to represent LFC across all the club’s social media platforms, the official website and mobile app. The Liver Bird will also be used in a digital and TV context next season by national and international media, including the Premier League’s host broadcasters.

With more than 86 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 branding much clearer and more legible in increasingly smaller spaces.

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

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

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

A huge, 550-kilogram crest was installed on the expanded Anfield Road Stand last year. It sits proudly on the outside of the new 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 5 x 6.9 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.