The ACC Liverpool Group has officially rebranded as
Liverpool Experience Campus, with its new identity going live from today (13
April 2026).
The organisation, situated on Liverpool’s waterfront, announced
plans for a major rebrand of the business – comprising three venues (Convention
Centre, Exhibition Centre and M&S Bank Arena) - in February.
The rebrand includes a refreshed logo, visual identity and
brand architecture that unite the 'campus' under one clear name and bring
greater clarity and coherence to visitors and event organisers, it said.
Under the changes its former name, ACC Liverpool Group, 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. M&S Bank Arena retains its existing name.
Liverpool Experience Campus CEO Faye Dyer, said the new
identity 'brings clarity, strength and confidence' and reflected the scale of
its offer and ambitions for the future.
"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," she said.
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 for conferences, exhibitions and community
events.
Dyer added: "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 brand
will help us continue to grow our impact locally, nationally and
globally."
