The umbrella name The ACC Liverpool Group will now be used for corporate communications and as a parent brand hallmark for all external communications, though names of the individual venues will remain the same when referred to in isolation in each of their different sectors.
The new brand also incorporates additional services launched in recent years such as 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 marketplace. 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 group is currently preparing for the opening of its new facility Exhibition Centre Liverpool and Pullman Hotel.
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