Liverpool Experience Campus has launched as the new name for The ACC Liverpool Group. The rebrand includes a new logo and visual identity. The change takes effect immediately. It follows a two-year review with input from staff, clients and partners, while the organisation continues to operate across its established waterfront site.
The campus includes the ACC Liverpool venues: convention centre, exhibition centre, and M&S Bank Arena. These will now be marketed under a single name, although M&S Bank Arena retains its existing title. The former group name is no longer in use. The venues are now called the convention centre at Liverpool Experience Campus and the exhibition centre at Liverpool Experience Campus.
Faye Dyer, chief executive officer, said:
“Today marks a significant moment in our story. Liverpool Experience Campus defines who we are, what we stand for and the experiences we create across our venues. We are not a single building, we are a campus of brands, four stages delivering a world of possibilities. Our new identity brings clarity, strength and confidence, reflecting both the scale of our offer and our ambitions for the future.”
“While today is about celebrating our new name and visual identity, it’s also about reaffirming our commitment to Liverpool. Everything we do is for our city and its communities, and this new brand will help us continue to grow our impact locally, nationally and globally.”
The organisation opened in 2008. It has hosted more than 10.5m visitors across conferences, exhibitions, and live events. The rebrand aims to simplify how the campus is presented to organisers. It also reflects its structure as a multi-venue site, with activity across business events and entertainment.