Liverpool Experience Campus, the new name for the organisation formerly known as The ACC Liverpool Group, today officially unveils its new brand, marking the start of an exciting chapter for one of the UK’s leading event destinations.

The full transition to the new identity goes live today, including a refreshed logo, visual identity and brand architecture that unite the campus under one clear and confident name: Liverpool Experience Campus (LEX).

The launch of Liverpool Experience Campus marks the culmination of 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, reflecting the scale of activity and the impact it has had in bringing people together for conferences, exhibitions, entertainment, and community events. This strong foundation shapes the new Liverpool Experience Campus identity, connecting both its origins and the ambitious future it is building.

From today, the ACC Liverpool Group name is officially retired, and the venues will now be known as the Convention Centre at Liverpool Experience Campus and the Exhibition Centre at Liverpool Experience Campus, while M&S Bank Arena retains its existing name. 

The new identity brings greater clarity and coherence to visitors and event organisers, reinforcing the strength of the campus as a multi-venue destination and elevating its presence internationally.

At the heart of today’s launch is the reveal of the new Liverpool Experience Campus logo. Designed to reflect the energy, creativity and ambition of Liverpool, the new identity celebrates the organisation’s role as a place where experiences of every kind come to life, from global conferences to arena filling performances. 

Inspired by the spirit of the city, the new design expresses the campus’s personality with confidence and clarity, embodying its position as a dynamic, world class destination. 

The brand launch also reaffirms Liverpool Experience Campus’s long term commitment to supporting Liverpool’s visitor economy and driving social value for the region. Beyond the events it hosts, the organisation plays an important role in creating jobs, supporting skills development and opening up 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 begins this new chapter with a strong pipeline of events, an ambitious vision for future growth, and a renewed focus on delivering unforgettable experiences for audiences, organisers and visitors from around the world.