The new brand will be used for corporate and external communications, however the names of individual venues under the company’s umbrella will remain the same.
The ACC Liverpool Group features a refreshed logo and incorporates additional services that have launched in recent years, including ticketing arm, TicketQuarter.
The move reflects the venue’s expansion. It has already added a new facility, Exhibition Centre Liverpool to its offering, and is expected to open a Pullman Hotel in January.
Michelle Kemp, head of marketing, said: "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.
"Our lead venue brand for the national and international conference market will remain ACC Liverpool. We have built up more than seven years of trust and value in that brand and it remains as strong as ever in the market place. Our new corporate umbrella brand for the group simply allows us to better reflect the wider portfolio of venues and services we provide for our clients across all of the markets in which we operate."
Bob Prattey, chief executive of The ACC Liverpool Group, added: "We are currently in our most significant year since 2008 with the launch of Exhibition Centre Liverpool and, from January next year, the opening of the Pullman Hotel.
"We have seen phenomenal growth in revenues and repeat business since opening and have continually developed new products and services to support our clients. This is now the right time for us to develop our identity and brand to better reflect how we’ve grown as a business."
Comment below to let us know what you think.
For more in-depth and print-only features, showcases and interviews with world-leading brands, don't miss the next issue of Event magazine by subscribing here.