Ruddocks creates new identity for Lincoln

Lincoln based consultancy Ruddocks has created a new identity for the city.

Lincoln brand by Ruddocks
Lincoln brand by Ruddocks

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.

Lincoln brand by Ruddocks
Visit Lincoln instructed the project

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.

Lincoln brand by Ruddocks
Lincoln marque showing evolution of the name Lincoln

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’. 

Lincoln brand by Ruddocks
Application of the new brand

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.

Hide Comments (2)Show Comments (2)
  • Gary Marshall November 30, -0001 at 12:00 am

    “N’s kerned as arches” really?

  • Kevin Igoe November 30, -0001 at 12:00 am

    I’m not sure about this design – the ‘n’ instantly reminded me of the ‘h’ in the shelter brand…

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