The new identity of the LCI is a universal structure that can be adapted to various programs and activities
A two-way resonance where culture becomes a space for co-creation.
“The need for the evolution of the LCI logo arose from the development of the institute. The institute’s activities have expanded and changed significantly over the 17 years since its inception. In particular, there was a need to identify the network of cultural attachés as an important part of LCI’s activities and to rethink the communiaction larger programs for the presentation of Lithuanian culture abroad, for which it is impractical to create new logos each time. The new logo and visual identity allow us to be more flexible, easily adapt our identity to various cultural exchange projects abroad, and represent the diversity and dynamism of Lithuanian culture,” said Julija Reklaitė, director of the Lithuanian Culture Institute, about the new logo.
Creative director and co-founder of the branding and digital design agency Andstudio, Augustinas Paukštė, explains that the new identity of the Lithuanian Culture Institute was created to reflect both the maturity of the organization and its practical communication needs: “The institute has grown from its initial stage – today, it not only presents Lithuanian culture abroad, but also seeks to empower partners and audiences in other countries to create meaningful connections with it. The visual identity had to reflect this change – from the dissemination of a one-way message to a two-way resonance, where culture becomes a space for co-creation. On the other hand, the institute’s practical activities have expanded significantly in recent years, with various programs being implemented, the activities of cultural attachés being supported, and extensive communication being carried out in different contexts. Therefore, a more flexible and universal system was needed, one that would not be limited to a single logo and would not require the creation of separate symbols for each initiative.
According to Paukštė, these needs are met by the new logo concept, which is based on the idea of resonance: “Visually, the logo is constructed from separate windows that symbolise vibration—the cultural vibrations arising from the institute’s activities and reaching different audiences around the world. The same windows become a functional element, displaying program names, city locations, and other information. Thus, the logo becomes not a static sign, but an adaptable system that grows naturally along with the content.”
He adds that the entire identity system was created as a tool: “It’s not just a sign – it’s a visual language that helps tell a story that resonates in a broader context. The windows can be linked to artists’ works, photos of events or cultural themes, visually conveying that Lithuanian culture is open, inclusive and capable of forming meaningful connections.”