The two Liver bird statues, on top of the Liver building in Liverpool, face opposite directions. It also presents Liverpool as a city of two halves. Based on this fact i have created a new brand identity for liverpool city, simplifying the shape of the Liver bird into a geometric ‘L’ shape which can rotate in varying directions, so long as the two shapes always face opposite one another. 

 

I have used a vibrant primary colour-scheme to reflect the city’s bustling culture, as well as reference the city’s geology, football teams and friendly personality. I have chosen two different typefaces, one san serif, one serif, to reflect the old and new of Liverpool. The logo splits the name in half to create the ‘L’ shape and uses a bold typeface to reference the strong sandstone which most buildings are made from.