Liverpool has officially made its move to simplify the club badge, six weeks on from informing fans of the upcoming change. With the Premier League season now less than a week away, alterations have been made across the club's digital platforms .
It was announced in June that Liverpool would be tweaking its branding ahead of the new campaign . Rather than the more intricate design featuring the Shankly Gates, eternal flames in commemoration of the victims of the Hillsborough Disaster, and the You'll Never Walk Alone slogan, the club will be placing the simple Liver Bird design front and center.
The badge, which was already used in a variety of contexts, features the iconic emblem of the city, with " L.F.C " emblazoned underneath. As we enter the Arne Slot era, this will be the crest used to represent the club across all digital media platforms, including UK and international broadcasts.
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Meanwhile, the more familiar badge — itself only adopted in a slightly different form in 1992 as part of the club's centenary — will remain present at physical locations, most obviously Anfield . That crest currently adorns the stadium, and there are no plans to change it.
The old crest will also remain in place at the AXA Training Centre and Melwood ( now being used by the women's team ). But the digital changes have now been made, with Liverpool spotted updating their Facebook profile picture earlier today. The change can also be seen across X, Instagram and other social platforms.
Third parties like the Premier League website had already begun to reflect the club's changed preferences, with the Liver Bird showing up when viewing Liverpool content there.
Liverpool.com says: This change is little more than a formalization of the existing direction of travel, with the simplified crest already appearing in more and more contexts even prior to the announcement. As the club notes, 86 per cent of website viewers come from mobile devices, so the simpler design makes sense.
In a way, it's a shame to see the badge dictated by the demands of the digital world. But at least the new Liverpool badge is firmly rooted in the history of the club, arguably even more so than the crest it is replacing — it's not like the Juventus "J", for example.
And for those who prefer the shield, it will at least remain in pride of place at Anfield. All in all, a pretty well-handled move.
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