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Designweek
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Bulletproof on “simplifying and amplifying” Liverpool FC’s brand
- Bulletproof, led by David Beare, was responsible for refreshing Liverpool FC's visual identity which included new fonts, a new shade of red, and a more prominent presence of the liver bird.
- The project began with 18 months of engagement work, resulting in a new brand promise of inspiring belief and brand principles of graft, faith, and togetherness.
- The rebrand aimed to simplify and amplify Liverpool's unique story, emphasizing consistency across assets and a more cohesive visual identity.
- Bulletproof's design decisions were influenced by Liverpool's storied history, with the custom font LFC Serif inspired by the liver bird and a classic hue recreated.
- The team developed a dynamic animated format named 'the wing expression' which reflects the liver bird and is fueled by sounds from fans captured during games.
- The new motion design, geared to unite fan experiences globally, caters to matchday and overseas fans as well as commercial sponsors like Google and Adidas.
- Bulletproof aimed to make the rebranded identity cohesive and flexible, able to appeal to diverse audiences while fitting into various corporate settings.
- The goal was to ensure the brand could adapt and evolve over time, maintaining the excitement and creativity for the club's design team.
- The successful project was a result of extensive consultation, unlocking a simple creative process once the strategy and brand promise were established.
- The rebrand respects Liverpool's past while feeling relevant to the club today, emphasizing the importance of semantics in capturing the essence of the brand.
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