The Liverpool City creating our future together brand was developed by Liverpool City Council to create a unique identity for the people, businesses and organisations of Liverpool.

As the primary brand ambassador for the City, Council will utilise the branding as its corporate identity. In developing the brand, Council sought to create a realistic and credible, regional identifier for the City.

The brand is reflective of the perceptions, aspirations and ambitions of Liverpool residents and business operators, whose input was fundamental in developing the brand.

For more information please click on the following highlighted links:

• Liverpool City's brand
• Liverpool City's crest
• Liverpool City's theme song

Liverpool City's brand 

The Liverpool City Creating Our Future Together brand is a realistic, credible and unique regional identifier for the people, businesses and organisations of Liverpool.

As with all strong brands, Creating Our Future Together acts as a central organising thought connecting the community in a shared understanding of common goals and aspirations. It is a visual statement that identifies what Liverpool is and where the City wishes to go.

As the largest growing city in NSW, it is important that Liverpool has a strong, credible and sustainable image it can proudly own.

The Creating Our Future Together brand was built on solid foundations. To ensure the new branding was reflective of the perceptions, aims and aspirations of the community, an intensive market research campaign was conducted with both Liverpool and non-Liverpool residents.

The themes and aspirations discovered in the market research provided the foundations for the Liverpool City Creating Our Future Together brand.

The Creating Our Future Together brand will be used to promote Liverpool as a great place to 'create your future' locally, regionally, nationally and internationally.

The following themes, which together make up the Creating Our Future Together brand, were identified in the research as being credible, relevant, sustainable, distinctive and aspirational for Liverpool City.

For more information on the themes of the brand please click on the following highlighted links:

• The theme of growth
• The themes of location and accessibility
• The themes of our environment, Georges River and open spaces
• The theme of diversity

The theme of growth 

People are, by any measure, the most important part of any community or city. This point is even more relevant in Liverpool, which is the largest growing city in NSW, with a population of over 160,000 people.

Over the past five years 35,000 people have chosen Liverpool as their home and this growth is set to continue with projections predicting Liverpool's population will reach 201,000 by 2009 and 260,000 by 2019.

Liverpool residents are also growing academically, in the past decade the number of people with degrees increased by 388% and the number of people with diplomas has increased by 321%. This growing demand for education has been met by a range of educational facilities in Liverpool including three TAFE colleges and the Liverpool Hospital which is the major teaching hospital for Sydney's south west.

The importance of people to our City is reflected in the brand via the person featured in the very centre of the logo.

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The themes of location and accessibility 

As current business owners and residents will attest, Liverpool's location is a major asset to our City.

The M5 Motorway links Liverpool directly to Australia's largest global gateways - Kingsford Smith Airport and Port Botany - within 20 minutes, and Sydney's CBD within 30 minutes.

Liverpool is also one of the first areas of Sydney to be serviced with a bus transit way, the Parramatta-Liverpool rapid bus T-Way, together with the City Rail network, provides outstanding transport links for our residents.

The Hume Highway runs through Liverpool providing direct access to Canberra and Melbourne. The Cumberland Highway branches off the Hume Highway near the Liverpool City centre and runs northward to Parramatta, and beyond to Hornsby, the Sydney-Newcastle freeway and the Pacific Highway. It also provides a link to the M4, providing access to the Blue Mountains and Western NSW.

In addition, the completion of the M7 motorway in 2006 will position Liverpool with unparalleled road access to all regions of Sydney.

Liverpool's strategic location has made it a sought after destination by many companies and this asset is a vital advantage in future attracting investment growth in the region.

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The themes of our environment, Georges River and open spaces 

Liverpool has an amazing range of open spaces, parks, rivers and natural environments which are treasured by residents.

The City's significant natural assets include the Georges and Nepean Rivers, Chipping Norton Lakes, Bents Basin, plus 7,459 hectares of bushland including parts of the Cumberland Plain Woodland.

Liverpool also has over 250 parks - open spaces with play equipment, park furniture and parking as natural 'green' open spaces. The City Centre contains Bigge Park, the historical St Luke's Church and Pioneers Memorial Park.

With such a young population, sport and leisure activities are a major pastime for residents. Liverpool has many sporting venues, fields and centres able to host major competitions, including sailing, hockey, cricket and basketball.

As a major feature of our City this aspect has been incorporated into the brand via the leaf and river image on the left hand side of the graphic.

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The theme of diversity 

Diversity is a key theme of Liverpool, with an amazing harmonious diversity of cultures and religions present in our City.

With one of the most ethnically diverse communities in Sydney, Liverpool residents come from 149 different birthplaces and speak 109 different languages. The largest overseas birthplaces are Fiji, Vietnam, the UK and Italy. Inturn, the main languages spoken, other than English, are Arabic, Italian and Vietnamese.

Although Christianity is the main religion in Liverpool, Islam and Hinduism also having a strong representation.

Liverpool also has a rich geographical diversity with rural, residential, commercial and highly populated areas all found in the one city.

This diversity is represented in the brand by the intertwining colours, shapes and designs featured in the graphic. These important features each have their own distinctive place in the brand, fitting harmoniously together in a creative and colourful representation of the City.

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Liverpool City's Crest 

Liverpool City's crest is different from Liverpool City Council's logo and branding, as the crest is the traditional symbol of the elected government.

Motto: Nisi Dominus Frustra, Latin which translates as "Without God all is in vain."  This is a traditional heraldic contraction of a verse from the 127th Psalm of the Bible which roughly states that unless the Lord is supporting us our efforts will be in vain. 

Shield: The main emblem is the traditional cormorant or "Liverbird" and it is described in the grant of 1797 to the City of Liverpool, England after which Liverpool is named. Our emblem differs from the English version as our Liverbirds hold a sprig of wattle in their beaks.

The blue waved line refers to the Georges River. The ancient ship (in the blue section) and towers on each side are from the Coat of Arms of Governor Macquarie to commemorate his part in the establishment of Liverpool.

Crest: Above the shield is the closed helm (helmet) proper to civic arms. Upon the helm is the crest symbol of stronghold and a corporate town. The crown contains a grassy mound, with a crosslet fixed in it to represent founding of the church by Macquarie.

Supporters: On either side of the shield is a hawk with a gold beak, legs and back derived from the supporters of the arms of Lord Liverpool. Each wears a collar showing the two gold stars on blue from the shield of Lord Liverpool's arms and from the collar hangs a gold shield bearing a fired grenade, the symbol of the Royal Engineers.