Ruddocks won a pitch in July and was asked by the Visit Lincoln Partnership – which comprises public and private stakeholders across the city – to create a brand that could stand for ‘tourism trade and talent’ according to Ruddocks project manager Andy Clayton.
‘The main feedback we had from research was the beauty of the city and its contrast; the heritage uphill in Bailgate, and the vibrant downhill at the Brayford,’ says Clayton.
Four fleur de lis make up the marque, representing ‘cathedral, cultural, highstreet, and Brayford’ quarters says Clayton.
‘The fleur de lis marque is also found in the crest of the university and the badge of the city council,’ he adds.
Swords in the marque reference the castle, but also take on the form of propeller blades and the heart shapes show it’s ‘a romantic city’ according to Clayton.
The Lincoln typography features N’s kerned as arches in tribute to the many arches found within the city, which Clayton wanted to show as ‘welcoming and gothic’.
Following a launch event the branding has been unveiled on a road-side listings sign, and will now be picked up by stakeholders and rolled out across the city.