Liverpool Minimally Changes Visual Identity - Liver Bird Crest Remains Unchanged

Liverpool FC has revealed a refreshed visual identity system while keeping its iconic Liver bird crest completely unchanged. This key detail will reassure supporters who hold the historic emblem dear.

Liverpool Unveils New Visual Identity

The new Liverpool FC 2024-25 update focuses instead on introducing several visual changes to better accompany the crest.

• Custom typefaces "LFC Sans" and "LFC Serif" (inspired by the Liver bird's wings and talons)
• Refined color palette centered on Liverpool's traditional red
• New graphic system for digital and print materials

The Liver bird crest, which was rolled out across digital platforms last summer, continues as the club's primary symbol without any modifications to its design.

According to Liverpool's Senior VP of Digital Drew Crisp, the refresh aims to create a more consistent brand presence across all touchpoints while preserving the club's core visual identity. The changes will be gradually implemented throughout the 2024-25 season across digital platforms, matchday materials, and stadium displays.

What do you think about Liverpool keeping their crest unchanged while modernizing their overall visual identity? Let us know in the comments below.