Ai Law’s logo: a history of the red in L.F.C.

Did you know, a main reason for the red in Ai Law’s logo is that it is based on the red from Liverpool Football Club’s home kit colour?

With its owners avid supporters, the use of red in the logo seemed the obvious choice.

Aside from owner affiliations, red is one of the most deliberately used colours in branding because it demands attention and carries emotional weight. It is often associated with energy, urgency, confidence and action. It is a bold colour that in premium and professional contexts, does not need to shout to be powerful — when applied intentionally, it commands attention and communicates strength.

These are all traits that Ai Law strives for when representing its clients.

The colour red with all its boldness dominates as a colour in many major corporation brands today throughout food, media, sport and entertainment, incuding the likes of Coca-Cola, Five Guys, Pizza Hut, Virgin, Vodafone, YouTube, Ferrari, and Levi. The list goes on. 

The History of red with Liverpool F.C.

The history of Liverpool F.C. red is equally based on psychology and dominance that is equally as important for a business like a law firm as it is for a competitive sports team.

Liverpool in fact started out playing in blue and white. It wasn’t until 1896 that the team began to wear red, still with white. 

It wasn’t until 1964, when Bill Shankly decided to change to the famous all-red strip. It as ahead of a European Cup match against Anderlecht, that Shankly decided the team would wear all red shirts, red shorts, and red socks. Why? Because from a psychological point Shankly believed this would make the players look bigger, stronger, and more formidable to their opponents. He was right – Liverpool went on to become one of the most sucessfull football clubs in the world (and won the match against Anderlecht 1-0 with a goal from Roger Hunt).   

There have been variations to the shade of red over the years, but the Liverpool red home kit has become iconic.

Ai Law’s Logo Colour and recent variation

When Ai Law set up, it was late 2017 and the Liverpool red was colour #c8102E.  Known as “Athletic Red” or “High-Risk Red”. Typical, that within weeks of going with LFC red, the colour code was changed to mark the 125th anniversary of the club. The following season the new home kit was released carrying  a darker shade of red #960612, known as “Shankly Red”. Since then the red has returned more to the Athletic Red variant. 

For Ai Law, we have recently changed to Shankly Red, opting to adopt the darker more heritage brand-style of red, which we believe is reflective of our professional, high-quality, yet direct service we deliver to our clients. 

If you require any legal assistance, please get in touch with a member of our team today to experience our service and let us advise you (If you aren’t a Liverpool supporter, we won’t hold it against you).