LIVERPOOL Council’s chief executive said the city must continue to push for success through the recession at launch of its new logo.

Colin Hilton said Liverpool should not limit its aspirations, but aim to step up a level and build on its reputation as a great world city.

He spoke at the launch of a new vision to propel Liverpool forward for the next 15 years, alongside a new brand.

The new logo is designed to be an evolution of the popular and successful “08” logo, used for the city’s Capital of Culture year.

It comes in a variety of different colours and will be freely available for all to use.

The logo received a mixed reaction yesterday.

City leaders hope that businesses will use it on their letterheads and taxi drivers will stick it to their cab windows. It forms the basis of the rebranding of Liverpool as a city on the up.

The aim is to continue to attract investment into the city.

It was devised by Liverpool creative design agency Finch, the same firm behind the 08 badge, at a cost of £50,000.

An additional £20,000 was spent on the research, and £80,000 will be spent promoting the brand, including new signs for the Rocket junction at the start of the M62.