Liverpool FC to Elevate Iconic Liver Bird Emblem Across Digital Platforms

New Branding Strategy Focuses on Digital Presence

Liverpool FC have announced a significant shift in its branding strategy. Starting in the 2024/25 season, the iconic Liver Bird emblem will be prominently featured across all digital platforms. This decision aims to enhance the club’s digital identity and ensure consistency across various media formats.

Liver Bird to Dominate Digital Channels

In an official statement, Liverpool FC confirmed that the Liver Bird emblem would be prominently displayed on the club’s social media channels, official website, and mobile app. This strategic move is designed to make the club’s branding more distinct and readable in smaller formats, which is crucial given that over 86% of visitors to Liverpoolfc.com and 98% of social media users access these platforms via mobile devices.

Historical Significance and Modern Usage

The Liver Bird emblem first appeared on Liverpool’s kit during the FA Cup final against Arsenal in 1950. Since then, it has undergone various iterations but has remained a consistent symbol of the club’s identity since 2012. The emblem will continue to feature alongside the 97 emblem, framed by eternal flames, on the back of the club kits, honouring the legacy of those who lost their lives in the Hillsborough disaster.

Broadening Reach Through Media and Marketing

From next season, the Liver Bird will also appear in digital and television contexts through national and international media, including Premier League broadcasters. This expanded use ensures that the emblem will be a central feature in all club digital marketing and communications, club products, and collaborations with LFC partners and official relationships.

Maintaining the Traditional LFC Crest

While the Liver Bird will take centre stage in the digital realm, the traditional LFC crest will continue to serve as the official emblem in non-digital areas. This includes Anfield, the AXA Training Centre, AXA Melwood Training Centre, and club offices. This dual-branding strategy allows Liverpool FC to honour its rich heritage while adapting to the demands of modern digital communication.

Conclusion

Liverpool FC’s decision to elevate the Liver Bird emblem across its digital platforms represents a thoughtful blend of tradition and modernity. The club ensures it remains relevant and recognisable in an increasingly digital world by making its branding more distinct and readable, especially on mobile devices. This move honours the emblem’s historical significance and positions it as a central element in the club’s future digital communications.