The final logo takes inspiration from the shape of Lincolnshire, brought to life through a set of simple, bold geometric pieces. These elements come together to form a strong, recognisable mark and designed to work flexibly. Each shape can be separated, rearranged or recoloured, allowing the identity to shift and adapt depending on what it’s being used for. This modular approach gives the brand room to grow. It can flex to suit different venues, sectors or campaigns whilst still feeling part of the same family. Whether used as part of the logo, framing photography, or creating standout graphic layouts, the shapes become a visual thread that ties everything together. Grounded in the same idea: building something layered, collaborative and proudly Lincolnshire.
A bold new identity connecting Lincolnshire’s cultural landscape
A dynamic visual brand for Culture Lincolnshire, uniting museums, heritage, arts and more under one confident and cohesive system.
Connecting communities through culture
Culture Lincolnshire is the new umbrella brand bringing together Lincolnshire County Council’s cultural services. It unites a wide mix of venues and programmes, museums and archives to exhibitions, learning, art and heritage, under one clear identity. Optima was commissioned to create a visual identity that could capture the full breadth of the county’s cultural offer. The result needed to be cohesive, flexible and built for the future, helping Culture Lincolnshire strengthen partnerships, engage stakeholders and raise awareness of the region’s rich cultural landscape.
We kicked off the project by really getting under the skin of what Culture Lincolnshire is all about, its purpose, ambition and the role it plays across the county. We explored a range of creative directions, looking at how the brand could strike the right balance between celebrating heritage and embracing innovation. From bold typographic ideas to more abstract shapes inspired by local landmarks and the idea of cultural layering, we pushed the concept in different directions to see what felt right.
Working closely with the team at Lincolnshire County Council, we shaped these early ideas into a clear creative direction. To create something bold, adaptable and confident enough to act as the anchor for the entire brand. The result is a system that feels expressive but structured, able to flex across venues, programmes and audiences while still holding together as one recognisable identity.
Get in touch to see how Optima can help you create an identity that truly represents your organisation and what it stands for.
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