Liverpool Sign

Add Liverpool Sign to your Itinerary

Thomas Steers Way
L1 8LW
Two people walk in front of the 'LIVERPOOL' sign which is large, boldly decorated 3D letters.


The giant sign, which is 14.5 metres in length, has been commissioned by Liverpool ONE and Culture Liverpool.

Located on Thomas Steers Way near to the Hilton Hotel, the installation is visible from The Strand as both local and international visitors head into the city centre, acting as a gateway to enjoy all of the city’s great offerings.

The creation follows an uplift in the number of visitors to Liverpool, with the city becoming one of the country’s most visited places in the UK by domestic tourists, thanks to a mixture of music, culture, architecture and football.

The new LIVERPOOL sign at the heart of Liverpool ONE has received a bold artistic make-over from local artist Neil Keating.

The graphic artist who has previously been commissioned by PlayStation and Dr. Martens, is renowned for his pop culture inspired creations and his design for the 15 metre long sign is a joyful twist on some of the city’s famous landmarks and icons.

Drawing on childhood nostalgia, Neil has used bold lines and block colours to create a beautiful blend of street art and sculpture.

The vibrant and colourful design was commissioned by Culture Liverpool and Liverpool ONE as a celebration of the city ahead of a big summer for tourism, with the plan being for similar artistic interventions on the sign in the future.

The new design by Neil Keating has been funded by ‘The Welcome Back Fund’, a government initiative, which has provided councils across England a share of £56 million from the European Regional Development Fund (ERDF) to support the safe return to high streets and help build back better from the pandemic. This funding builds on the £50 million Reopening High Street Safely Fund (RHSSF) allocated to councils in 2020 and forms part of the wider support government is providing to communities and businesses.

Chris Brown, Director of Marketing Liverpool, said: "The Liverpool sign has quickly established itself as the perfect Instagram spot for tourists visiting the city thanks to the bold design of the lettering by Liz Harry.’’

‘’Neil's design has added an extra element and it's wonderful to see local artists continue to showcase their talents for visitors to see."

Donna Howitt, Place Strategy Director, at Liverpool ONE said: “The LIVERPOOL sign has been a wonderful addition to the city, receiving a great reception from visitors already’’

“Neil’s designs have added even more depth to the sign, bringing it to life through his incredible vision and creations.”

Neil added: “Liverpool is a great city, I’m proud to call this place my home. Its culture has inspired millions of people and significant movements around the world. I wanted this piece to encapsulate the true essence of the city and its amazing people.”

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Opening Times

Season (1 January 2023 - 31 December 2023)

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