By Amari, Founder, Luxbranding
A name on a shallow fascia
Lichfield's Shopfront Design Code, dated May 2026, keeps the fascia modest. It should be no more than 20 per cent of the height of the whole shopfront, it must carry only the name and details of the shop, and third-party and product advertising must not appear on it. Ask the district council which version applies before you order a sign.
A fascia that shallow is a long, thin strip, and the logo has to read inside it. That is the job of a horizontal layout: the icon beside the name rather than above it, with any descriptor kept short. Every logo we deliver includes horizontal, stacked and icon-only layouts, so the long one goes on the fascia and the stacked one goes where there is height.
There is height on the hanging sign. The code says a hanging sign should not exceed 750mm by 750mm, with no less than 3m from the ground to its top edge. A square board suits the stacked layout or the icon on its own, which is why we test the icon by itself before you choose a concept.
One local temptation belongs on neither sign: the cathedral. Lichfield City Council notes that its three spires are unique amongst medieval cathedrals and are often called the Ladies of the Vale. That is exactly why three spires in a logo say Lichfield Cathedral, not your business. Put the city in the descriptor line, if anywhere.
Read next: Logo sizes for print, web and signs
Letters in metal or timber
When lettering is fixed straight to the building, the code asks for metal or timber letters in a font that suits the building, and says plastic materials must not be used. It allows colour, but says excessive use of gaudy colours, for example to conform to a national brand or without deliberate design intent, should be avoided.
For the logo, that means two decisions. The letters must be solid enough to cut from a sheet of metal or timber and still read, so we avoid outlines, gradients and fine hairlines. And every colour should be there for a reason. We build palettes with a purpose for each colour, which is also what keeps a brand looking considered on a website and a van.
Lit warm after dark
Lichfield's code is specific about light. It must be a warm colour temperature, at most 3000 Kelvin; internal illumination of translucent signs should not be used; and the sign should only be lit where lettering is present, with a plain fascia board left unlit. In practice the light falls on the letters, not on a glowing panel.
Warm light shifts colour. Cool blues, pale greys and icy tints can turn dull or lose their contrast against the board, while deep, warm colours hold. If you trade in the city centre, tell us in your brief and we will check the palette for a warm-lit fascia, alongside the single-colour version every logo includes.
Read next: Brand colours, contrast and accessibility
Identities from our studio
Frequently asked questions
Will my logo fit a narrow Lichfield fascia? +
Yes. The code keeps fascias to no more than a fifth of the shopfront height, and every logo we deliver includes a horizontal layout made for a long, shallow strip, as well as stacked and icon-only versions for the hanging sign and the window.
Can my shop sign be a lit box? +
Lichfield's design code says internal illumination of translucent signs should not be used and that lighting must be warm, at most 3000 Kelvin. Our files suit cut metal or timber letters lit from outside or behind; check the details with the district council before ordering.
Should I put the cathedral's three spires in my logo? +
We would not. Lichfield City Council calls the three spires unique amongst medieval cathedrals, so a spire mark says the cathedral, not your business, and fine points turn to a smudge at small sizes. We draw the mark from what you do and keep the city for the descriptor line.
What colours work under warm shop lighting? +
Deeper, warmer colours usually hold best: a rich red, green, navy or brown keeps its contrast where a pale, cool tint can fade. Name your street in the brief and we will test the palette under warm light.
Do you work with businesses across Lichfield District? +
Yes. Outside the city centre, in Burntwood or the villages, your logo is more often seen on vans, uniforms and screens than on a heritage fascia. Tell us where you trade in the brief and we will weight the layouts to match; the price stays £129.
Logo design in other towns and cities: Stafford · Bromsgrove · Watford
Amari · Founder, Luxbranding
Founder of Luxbranding, a UK online creative agency since 2019. Specialising in brand identity, web design, SEO, and digital marketing for clients in the UK and internationally.
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