x10 | Liverpool
A lighter, more dynamic identity for sport.
Brand identity Spatial design Packaging Brand strategy Research
A lighter expression of sport.
Liverpool wanted to relaunch its sports brand with a more relevant identity. Conversations with existing and potential audiences showed that the previous presentation felt heavy and dated, while younger customers responded to simpler, lighter visual languages.
We developed a dynamic wordmark, adjusting its letterforms to create symmetry. A distinctive palette and the use of gradients gave the brand a different presence within the category, connecting its renewed appearance with the audience the relaunch aimed to reach.
Movement in the visual language.
The wordmark provides a clear foundation for the identity. Its altered forms give the name a particular rhythm, while colour adds energy without relying on the category’s familiar visual conventions.
Prominent messages extend that direction into a wider language. Typography, colour and gradients give the brand different ways to communicate, keeping the renewed identity recognisable across its applications.
