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Liverpool have made a subtle change to their logo and here are the reasons why.
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The club has made a notable change to their iconic badge. The new crest, featuring a streamlined design with just the Liver bird and the initials "LFC," is a strategic move aimed at boosting the club's visibility and effectiveness on digital platforms.
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Reason for the redesign
The decision to simplify Liverpool's badge comes as part of a broader strategy to enhance the club’s digital footprint.
With an increasing majority of interactions happening via mobile devices—over 86 per cent of visitors to Liverpool’s official website and 98 per cent of social media users accessing content from mobile—there was a clear need for a logo that stands out in smaller, digital spaces.
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The previous badge, used since 1992, featured additional elements such as the Shankly Gates, the Eternal Flames honoring the Hillsborough disaster victims, and the inspirational motto "You'll Never Walk Alone."
While these elements carry significant historical and emotional value, they made the badge more complex and less adaptable to the fast-paced digital environment.
A club statement clarified the intent behind the redesign: "The new badge will be utilized across all social media platforms, the official website, and mobile app, as well as in digital and TV contexts. This change is aimed at making the club's branding more legible and impactful in increasingly compact digital formats."
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Despite the modern update to their logo, Liverpool have committed to preserving the traditional badge at key physical locations.
The iconic crest, which has been a symbol of the club since 1992, will continue to adorn Anfield and the training complex.
This decision respects the historical significance of the badge and its association with memorable moments in the club's storied past.
The old badge
The previous Liverpool crest was introduced in 1992 to commemorate the club's centenary.
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It incorporated several important elements: the Shankly Gates, which pay tribute to legendary manager Bill Shankly; the Eternal Flames, a poignant remembrance of the Hillsborough disaster victims; and the famous club motto, "You'll Never Walk Alone," which has become synonymous with Liverpool FC's identity.
This badge was cherished by many fans for its deep connections to Liverpool's heritage and history.
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