Colours and crest

For much of Liverpool's history, the team's home colours have been all red, though this has not always been the case. When the club was founded their kit bore more of a resemblance to Everton's colours at the time. The blue and white quartered shirts were used until 1894, when the club adopted the city's colour of red. The city's symbol of the liver bird was adopted as the club's crest in 1901, though it was not incorporated into the kit until 1955. Liverpool continued to wear red shirts and white shorts until 1964 when then-Liverpool manager Bill Shankly decided to change to an all red strip.

Shankly wanted his players to be more distinctly dressed, he decided to update the kit, changing the white sorts and socks to red. Liverpool played in all red for the first time against Anderlecht, as Ian St. John recalled in his autobiography:
“ He thought the colour scheme would carry psychological impact—red for danger, red for power. He came into the dressing room one day and threw a pair of red shorts to Ronnie Yeats. “Get into those shorts and let’s see how you look,” he said. “Christ, Ronnie, you look awesome, terrifying. You look 7ft tall.” “Why not go the whole hog, boss?” I suggested. “Why not wear red socks? Let’s go out all in red.” Shankly approved and an iconic kit was born. ”

Liverpool's away colours are traditionally either white shirts and black shorts or all yellow. However, in 1987 an all grey kit was introduced, which was used until the 1991–92 centenary season, when it was replaced by a combination of green shirts and white shorts. After various colour combinations in the 1990s, including gold and navy, bright yellow, black and grey, and ecru, the club alternated between yellow and white away kits until the 2008–09 season, when the grey kit was re-introduced. The club's third kit is designed for European away matches, though on occasions when the current away kit clashes with a team's home kit in domestic matches, the kit would be worn. The current kits are designed by Adidas, who made the club's kits between 1985 and 1996. The only other branded shirts worn by the club was made by Umbro until 1985 and Reebok for ten seasons starting in 1996.
Liverpool crest (1987-1992)

Liverpool was the first English professional club to have a sponsor's logo on their shirts, after they agreed to a deal with Hitachi in 1979. Since then the club has been sponsored by Crown Paints, Candy, Carlsberg and Standard Chartered Bank. The contract with Carlsberg, which was signed in 1992, was the longest agreement in English top-flight football. The association with Carlsberg was ended at the start of the 2010–11 season with Standard Chartered Bank becoming the club's sponsor.

The Liverpool badge is based on the city's liver bird, which is placed inside a shield. Above the shield is a representation of the Shankly Gates with the title of club's famous anthem, "You'll Never Walk Alone". The twin flames at either side are symbolic of the Hillsborough memorial outside Anfield, where an eternal flame burns in memory of those who died in the disaster.