Liverpool Experience Campus Unveils New Brand Identity for ACC Liverpool Group

Liverpool Experience Campus, the organisation formerly known as The ACC Liverpool Group, has officially unveiled its new brand identity, marking the beginning of a significant new chapter for one of the UK’s leading event destinations.

The transition, effective immediately, introduces a refreshed logo, visual language and brand architecture, uniting the entire campus under a single, more coherent name: Liverpool Experience Campus (LEX). Located on the city’s iconic waterfront, the campus encompasses the Convention Centre, Exhibition Centre and M&S Bank Arena—three complementary venues that together create a highly flexible, interconnected environment for conferences, exhibitions and live entertainment.

This rebrand follows a two-year strategic review shaped by extensive consultation with staff, clients, partners and audiences. Since opening in 2008, the campus has welcomed more than 10.5 million visitors, underscoring its scale and long-standing role in bringing people together across business, culture and community events. The new identity builds on this legacy while signalling a more ambitious, forward-looking positioning.

As part of the transition, the ACC Liverpool Group name is formally retired. The venues will now operate as the Convention Centre at Liverpool Experience Campus and the Exhibition Centre at Liverpool Experience Campus, while M&S Bank Arena retains its established name.

The new brand aims to bring greater clarity for organisers and visitors alike, strengthening the campus’s positioning as a unified, multi-venue destination and enhancing its international profile. Central to the launch is a new visual identity designed to reflect Liverpool’s energy, creativity and ambition, reinforcing the campus as a place where diverse experiences, from global congresses to large-scale entertainment, come to life.
 

Beyond branding, the launch also reaffirms the organisation’s long-term commitment to Liverpool’s visitor economy and wider social impact. In addition to hosting events, the campus plays a key role in job creation, skills development and supporting opportunities for local communities.

Faye Dyer, Chief Executive Officer of Liverpool Experience Campus, 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.”

Liverpool Experience Campus enters this new phase with a strong pipeline of events, a clear growth strategy and a renewed focus on delivering high-quality, memorable experiences for organisers, audiences and visitors worldwide.
 

Published by Meeting Media Company, the publisher of Headquarters Magazine (HQ) – a leading international publication based in Brussels, serving the global MICE industry and association community.