The umbrella name will now be The ACC Liverpool Group as the company prepares for considerable developments 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. 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.
“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.”
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. The names of the individual venues will remain the same when referred to in isolation in each of their different sectors – conference, entertainment and exhibition.
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.”