Liverpool F.C. Visual Guidelines

LIVERPOOL FOOTBALL CLUB

BRAND VISUAL GUIDELINES May 2022 Version 1.2

On May 7, 2019, Jurgen Klopp's Liverpool believed in something that many would not have dared to dream of, and willed it into existence. From a 3-0 firstleg deficit against the mighty Barcelona, the Reds produced a comeback for the ages to secure a spot in the Champions League final for the 2nd consecutive season running.

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// LETTER FROM THE MANAGER

This is an incredible time for incredible supporters of an incredible club in an incredible city. For some of you, it is the end of a long wait for Liverpool to be the champion, but whether you have been waiting for 30 years or 30 minutes I hope that you are enjoying this moment every bit as much as you deserve to.

I have the great privilege of being the manager of Liverpool Football Club. It’s a privilege that I carry with me every single day because I know that I am working for you. I knew that Liverpool was a special place before I came here almost five years ago but it is only when you get to know the people that you feel the city’s heartbeat and then you are able to realise just how special it is.

As well as the current players, I’d like to pay special tribute to two of our former players who set many of the standards that all of us have to follow. Sir Kenny Dalglish is the soul of this club. His understanding of what Liverpool is and what it means to the people is vital to everything that we do. I saw how happy he was after we were confirmed as champions on Thursday and his smile meant so much to me that I can’t put it into words.

Steven Gerrard is the legs. He carried the club in many ways as a player and there is no one who deserves this title more than he does. Along with Kenny, Steven is a symbol of this club and it is important that at a moment like this that we remember everything that all of our former players and former managers did to help put us in the position that we are in today.

When the time is right we will celebrate. We will enjoy this moment and we will paint the city red. But for now, please stay at home as much as possible. This is not the time to be in the city centre in big numbers or to go near football grounds. At the start of this crisis, I said we did not want to play in an empty stadium but if it meant that it helped just one person stay healthy we would do it no questions asked and nothing has changed to make me alter this view.

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I already knew and liked the German word solidarität before I came to Liverpool and now I have learned that the English word is solidarity because I have heard it used by our supporters during the last few months. For me, it is the word more than any other that captures what we are about. It is why they have come together to make PPE, it is why they have delivered food parcels and medicines to people when they have needed it most and it is why they come together in so many different ways during such a difficult time.

If we can keep on coming together by being separate we will hopefully play a big part in the fight against this disease. I know that we can do this because I have experienced what a difference can be made and the players and myself have benefited from it. Hopefully in a few months from now, or longer if necessary, I can write another letter to the Liverpool Echo to thank you for putting the health of our people ahead of everything else. Nothing would make me prouder.

For now, I’d like to thank the supporters of Liverpool and the people of this city who have helped to make us champions. This is our moment. It is a special time in all of our lives and you are the ones who have made it possible. Each one of you is a champion in your own right and we cannot wait until we get the chance to celebrate what you’ve achieved.

You’ll Never Walk Alone

Jürgen Klopp Manager

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// TABLE OF CONTENTS

1.0 Club History 1.1 1.2

History of LFC Evolution of LFC Crests

2.0

3.0

4.0

New Identity

Visual System

Applications

2.1 2.2 2.3 2.4 2.5 2.6

3.1 3.2 3.3 3.4 3.5 3.6

4.1 4.2 4.3 4.4 4.5 4.6 4.7 4.8 4.9 4.10

History of LFC Crests Current Brand Rejuvenated Brand LFC Logo Color Usage Incorrect Color Usage The Liver Bird

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Logo Configuration Logo Clear Space Typography Color Palette Values Photography Incorrect Usage

Stationery Company Signage The Stadium Outdoor Signage Jersey Merchandise Website Transportations Social Media Employee ID

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1.0

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CLUB HISTORY 1.1 1.2

History of LFC Evolution of LFC Crests

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1.1 //

HISTORY OF LFC

Since 1892, the Liverpool Football Club name was synonymous with fame and glory. Internationally, Liverpool is the most successful British club of all time with plenty of European trophies on record.

We are one of the most popular football teams in the world, with over 200 supporter clubs in at least 50 different countries.

After becoming a member of the Football League in 1893, the team managed to get promoted to the first division after one season in the second division.

Early on, Liverpool established themselves as one of England’s top clubs, winning League titles in 1901, 1906, 1922, and 1923.

After claiming their fourth League title in 1947, the club entered a period of mediocrity which culminated with their relegation to Second Division in 1954.

Things took a turn for the better after Bill Shankly was hired as manager, however; Shankly’s first order of business was to release the entire first-team squad.

He then turned the club’s storage room into the famous “Boot Room”, a place that would serve as the coaches’ meeting place for the next 3 decades.

In 1985, Liverpool faced Juventus in the European Cup final. Unfortunately, that match is now widely known as the scene of the Heysel disaster; after some unruly fans caused a perimeter wall to collapse, 39 fans were crushed to death. In the aftermath, considering the blame for the accident was placed solely on Liverpool fans, all English clubs were banned from European competitions for the next five years.

In the absence of European games, Liverpool started focusing on domestic competitions. In the 1989 FA Cup semi-final between Liverpool and Nottingham Forest, 94 fans died in a crowd crush only six minutes after the game had started. After claiming their 9th League title in 1990, Liverpool entered a downward spiral. Nevertheless, they proved their mettle in the most mindblowing way possible; after reaching the Champions League final in 2005, they recovered from 3-0 down at half-time to eventually beat Milan on penalties.

Liverpool was close to winning Premier League as runners-up in 2002, 2014, and 2019. But in 2020 everything falls into place, Liverpool led by German coach Jürgen Klopp pulled away from the competition and the sky turned red when the league was finally decided, after being interrupted for a period due to the coronavirus outbreak.

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League Titles

UEFA Champions League

FA Cups

UEFA Europa League

FIFA Club World Cup

UEFA Super Cup

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“My idea was to build Liverpool into a bastion of invincibility.

Had Napoleon had that idea he would have conquered the bloody world. I wanted Liverpool to be untouchable.”

—Bill Shankly

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1.2 // EVOLUTION OF LFC CRESTS

The club's crest has undergone quite the transformation down the years— retrace its history here.

1892

1940s

1955

The club initially took up the city of Liverpool’s coat of arms as its emblem. The design features the Roman god of freshwater and the sea, Neptune, and the Greek god and messenger of the sea—Triton.

In the late 1940s, the club also had an alternative crest that was used on merchandise, matchday programmes, letterheads and more.

A redesign in 1955 saw ‘LFC’ added to the crest, which featured on home shirts for the first time as it has ever since. The design remained largely untouched in subsequent years, though the oval surrounding the Liver bird was done away with in 1968.

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1992

1993

1999

To mark the club’s 100th year, this special crest was commissioned and used through out the 1992-1993 season.

The Shankly Gates, including the lyrics from the club’s anthem ‘You’ll Never Walk Alone’, were another significant addition.

The eternal flames were added in memory of the victims of the Hillsborough disaster in a crest used from 1993.

This iteration of the crest was created in 1999. Although it hasn’t featured on kits in the recent years, this version of the logo is found on all the official merchandise, not to mention the front of the Main Stand at Anfield.

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2.0

//

NEW IDENTITY 2.1 2.2 2.3 2.4

Current Brand Rejuvenated Brand LFC Logo Color Usage The Liver Bird

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2.1 //

CURRENT BRAND

The current iteration of the LFC crest has been used on all the official merchandise since 1999.

Over the next years, the Liverpool logo was changed, but the bird remained an important attribute of the emblem.

The top of the emblem has a stylized image of the Shankly Gate arch from the Anfield Stadium, adorned with the most famous words from the club anthem called “You’ll Never Walk Alone.” The burning torches on the sides of the shield are a symbolic image of the lights at the Hillsborough memorial in Sheffield.

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2.2 //

PREFERRED BRAND

The LFC logo receives a visual refreshment while retaining a strong brand recognition that we have been built for decades.

The new LFC logo takes a dramatic visual departure from the 1999 version while retaining all the essential attributes that define the core value of our club. The famous Shankly Gates receive a facelift, and the liver bird has been completely redrawn with a contemporary approach. The Hillsborough memorial torches are now above the crest, leaving more horizontal space for the Liverpool wordmark and the liver bird.

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2.3 //

LFC LOGO COLOR USAGE

The LFC logo is available in various color variations—from three-color version to reversed black and white, The LFC logo is available in 3-color Pantone spot and CMYK process color. The horizontal configuration is also available in the color variations shown in section 3.1. Choose the desired version based on reproduction techniques, as shown below.

Three-Color

Black

White

Red

Green (Limited Use)

Gold (Limited Use)

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The logo should be used on a white or light background whenever possible.

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2.4 //

THE LIVER BIRD

The liver bird has been an iconic motif in the heraldic system of the city of Liverpool for over 800 years.

The liver bird is normally represented as a cormorant, and appears as such on the arms of Liverpool. Nowadays, the bird is inseparable in the public mind with Liverpool Football Club.

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2.4 //

THE LIVER BIRD

In support of the LFC logo, we consistently use the liver bird as a secondary graphic through various applications.

Crop the secondary graphic in ways that highlight the head and the wings of the liver bird. Refer to the examples, to the bottom, as a guide when cropping the graphic.

DO NOT crop the liver bird in ways shown below.

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3.0

VISUAL // ELEMENTS 3.1 3.2 3.3 3.4 3.5 3.6

Logo Configuration Logo Clear Space Typography Color Palette Values Photography Incorrect Usage

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3.1 //

LOGO CONFIGURATION

The LFC logo and wordmark should be used together in the following configuration. Never creates new version.

In all applications, the primary LFC crest should be in full color and properly treated with regard to size, and spacing. “×” is defined by the height of the ribbon as shown below. In applications where the correct brand color is not available, use our logo configuration in black.

AkzidenzGrotesk Bold Condensed All caps 56 pt 55 pt leading 0 tracking

× ×

LIVERPOOL FOOTBALL CLUB

Examples

ANFIELD STADIUM

AXA TRAINING GROUND

LFC ACADEMY

MELWOOD TRAINING GROUND

LFC MUSEUM

LFC FOUNDATION

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3.2 //

LOGO CLEAR SPACE

The clear space is the area surrounding the entire logo. It should be kept free of any visual elements.

The logo configuration should always be surrounded by a clear space defined by the height of letter L found in the wordmark as shown below.

×

×

LIVERPOOL FOOTBALL CLUB ×

L

L

×

×

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3.3 //

TYPOGRAPHY

Akzidenz-Grotesk Next is our primary typeface for digital and print marketing communications.

The font family includes seven weights. For our digital and printing applications, we use five weights.

Akzidenz-Grotesk Next Light

Aa Aa Aa Aa Aa LFC BRAND VISUAL GUIDELINE //

ABCDEFGHIJKL MNOPQRST UV WXYZ abcd efghijkl mnop q rstuv wxyz 012345 6789 Akzidenz-Grotesk Next Regular

ABCD EFGHI JKLM NOPQ RSTUV WXYZ abcdefghijk lmnopqrst uv wx yz 0123456789 Akzidenz-Grotesk Next Medium

ABCDEFGHIJKLMNOPQR STU V WXYZ ab cdefghijk lmnopq rst uv wxyz 0123 45 67 89 Akzidenz-Grotesk Next Bold

AB CDEFG HIJK LMN O PQ RSTUV WXYZ abcdefghijklmnop qrstuv wx yz 0123456789 Akzidenz-Grotesk Next Extra Bold

ABCDEFGHIJKLMNO PQ RSTUV WXYZ abcde fgh ij klmn opqrstuv wxyz 0123456789

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3.3 //

TYPOGRAPHY

Akzidenz-Grotesk Next makes small texts legible and provides impact for large applications on buses or stadiums.

To establish a clear hierarchy, headings should be two steps heavier than the body text. Use examples shown below as inspiration when typesetting digital and printed communications.

You Will Never Walk Alone

Extra Bold

When you walk through a storm. Hold your head up high. And don’t be afraid of the dark. At the end of a storm. There’s a golden sky. And the sweet silver song of a lark. Walk on through the wind. Walk on through the rain. Though your dreams be tossed and blown. Walk on, walk on. With hope in your heart. And you’ll never walk alone.

Medium

You Will Never Walk Alone

Bold

When you walk through a storm. Hold your head up high. And don’t be afraid of the dark. At the end of a storm. There’s a golden sky. And the sweet silver song of a lark. Walk on through the wind. Walk on through the rain. Though your dreams be tossed and blown. Walk on, walk on. With hope in your heart. And you’ll never walk alone.

Regular

You Will Never Walk Alone

Medium

When you walk through a storm. Hold your head up high. And don’t be afraid of the dark. At the end of a storm. There’s a golden sky. And the sweet silver song of a lark. Walk on through the wind. Walk on through the rain. Though your dreams be tossed and blown. Walk on, walk on. With hope in your heart. And you’ll never walk alone.

Light

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3.4 //

COLOR PALETTE VALUES

These colors have been specifically chosen to represent our brand and should not be altered under any circumstance.

In order for the color to display accurately in various applications, different color formulas are used.

PMS

PMS

PMS

2035 C

7474 C

7551 C

CMYK

CMYK

CMYK

0 100 100 0

95 6 30 28

0 36 100 26

HEX

HEX

HEX

D6001C

007681

B47E00

RGB

RGB

RGB

214 0 28

0 118 129

18 126 0

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3.5 //

PHOTOGRAPHY

When selecting images, always select from the LFC Image Library. Unless the right image cannot be found in the library.

When selecting images, use the attributes listed below to ensure the image best represents our brand.

Optimistic Determined Heroic Confident Candid Teamwork United Dramatic

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3.6 //

INCORRECT USAGE

The LFC logo has been precisely drawn. Never recreate it or its elements.

These examples should be avoided.

Consistent and correct use of the LFC logo is essential to brand integrity. Care must be taken to ensure that there is sufficient contrast between the signature and the background, and that legibility is never compromised.

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2

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3

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1.

2.

3.

4.

DO NOT horizontally scale the logo DO NOT vertically scale the logo DO NOT change typeface DO NOT use lowercase letters

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5.

6.

7.

8.

DO NOT use gradient DO NOT alter the signature color DO NOT add drop shadows DO NOT outline the logo

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3.6 //

9.

10.

11.

12.

INCORRECT USAGE

DO NOT distort the logo DO NOT alter the signature logo DO NOT use black logo in a dark scene DO NOT use white logo in a light scene

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13.

14.

15.

16.

DO NOT use color logo on a saturated background DO NOT use blue on logo DO NOT fill the logo with color DO NOT flip the logo arrangement

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4.0

//

APPLICATIONS 4.1 4.2 4.3 4.4 4.5 4.6 4.7 4.8 4.9 4.10

Stationery Company Signage The Stadium Outdoor Signage Jersey Merchandise Website Transportations Social Media Employee ID

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4.1 //

STATIONERY

Use branded templates for agendas, letters, envelopes, business cards, and other business materials.

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4.1 //

STATIONERY

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4.1 //

STATIONERY

Use branded templates for agendas, letters, envelopes, business cards, and other business materials.

Use templates shown below when designing business paper materials.

Bussiness Card Top & bottom margin 3 /16 in Left & right margin 2 /5 in

#10 Envelope Left margin 3 /4 in

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4.1 //

STATIONERY

1 inch margin all around the letterhead

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4.2 //

COMPANY SIGNAGE

The LFC crest should always be on the left side of the building and the wordmark on the right side.

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4.2 //

COMPANY SIGNAGE

Indoor signage should only show the LFC crest. Three-color version is always preferred.

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4.3 //

THE STADIUM

Events should use corporate messaging related to the theme of the event.

This messaging should be used consistently in all signage.

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4.3 //

THE STADIUM

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4.4 //

OUTDOOR SIGNAGE

Always use red as the dominant color for outdoor signage.

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4.4 //

OUTDOOR SIGNAGE

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4.5 //

JERSEY

The LFC home kit should use a red base with white or gold graphics depending on circumstance.

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4.5 //

JERSEY

The LFC away kit should use a light base with red or green graphics.

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4.6 //

MERCHANDISE

Use red as the dominant color for all the official LFC merchandise whenever possible.

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4.6 //

MERCHANDISE

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4.6 //

MERCHANDISE

Use red as the dominant color for all the official LFC merchandise whenever possible.

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4.6 //

MERCHANDISE

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4.7 //

WEBSITE

A three-color logo is always preferred. It should be used on a white or light background, unless a one-color logo is more readable.

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4.7 //

WEBSITE

For devices with a smaller screen size, use white logo on a red background.

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4.8 //

TRANSPORTATIONS

Always use red as the dominant color for transportations. White graphics are always preferred.

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4.8 //

TRANSPORTATIONS

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4.8 //

TRANSPORTATIONS

The liver bird must face the traveling direction of the vehicle.

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4.8 //

TRANSPORTATIONS

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4.9 //

SOCIAL MEDIA

Social media is an important tool for engaging consumers. The messaging is crafted to reflect our voice.

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4.10 //

EMPLOYEE ID

Use red as the dominant color for all the LFC employee ID badges.

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If you have questions, or for more information please contact: Shixiong Du Designer T: (555)-0100-0007 E: branding@liverpoolfc.com May 2022 LFC BRAND VISUAL GUIDELINE //

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