ACC Liverpool, currently home to BT Convention Centre and Echo Arena, has unveiled a new corporate brand to reflect the expansion of the venue and the organisation’s growing portfolio of services.
The umbrella name will now be The ACC Liverpool Group as the company prepares for significant changes including the opening of its new facility Exhibition Centre Liverpool and Pullman Hotel.
The refreshed brand also incorporates additional services which have launched in recent years including its ticketing arm TicketQuarter.
Michelle Kemp, head of marketing, said: “Our original corporate brand when we opened in 2008 reflected an arena and convention centre. Through the venues we operate and the services we provide, our focus is to attract business and visitors to Liverpool, contributing to the long-term growth and prosperity of our city. We are now much more than the venue that inspired our logo and gave us our name.
“We have grown to become a world-class family of venues as well as a provider of services for the local, national and international events industry.
“Our new identity reflects this expansion and will allow us to evolve.”
The new brand will be used for corporate communications and as a parent brand hallmark for all external communications. A refreshed logo reflects the venue’s physical expansion.
Liverpool creative consultancy Uniform developed the new brand in partnership with the marketing team at ACC Liverpool. Tim Sharp, creative director – brand and design, said: “We have been working with ACC Liverpool over the last 12 months to fully review its brand portfolio and positioning, given the growth and development that the company has experienced since 2008.
“As a local agency based in the heart of Liverpool, it has been a fantastic project for us to work on – particularly as the arena and convention centre is already so iconic in the city. We are proud to have been involved in the development of ACC Liverpool’s company brand and to support the team in its expansion.”
Mrs Kemp added: “Our rebrand aims to reflect the considerable changes taking place in our organisation as we are in our most significant year since 2008 with the launch of Exhibition Centre Liverpool which will double our existing event space.”