Creative brand agency Studio Blackburn has designed the visual identity and wayfinding system for Culture House Sunderland, a new 60,000 sq ft cultural venue and public library in Tyne and Wear.
The agency developed the brand framework following a creative partnership with Sunderland City Council that spans over a decade, creating a flexible visual system designed to work seamlessly across physical architecture, printed materials, and digital platforms.
A new cultural hub
Culture House Sunderland has officially opened its doors, marking the completion of a multimillion-pound, four-floor public building. Developed as a key component of the Riverside Sunderland regeneration project, the venue brings together art, technology, and local heritage, while also hosting the National Centre for Creative Smart Cities.
The facility houses an array of technological, creative, and community spaces. Digital amenities include an Immersion Gallery featuring 360-degree digital storytelling infrastructure, a green-screen studio, and dedicated podcasting studios. For the community and arts, the space offers children’s play zones, intimate performance spaces, and a rooftop sky garden.
Leanne Littlewood, director of Culture House and head of culture at Sunderland City Council, said: ‘Culture House provides our community with a new, shared “living room” where they can meet, explore, create and share experiences in a fantastic environment. We wanted to create a space where everyone feels welcome and where people can find something that interests and inspires them.’
Letterforms and architecture
The identity is anchored by a logo system based on the initials C and H. The letterforms operate as individual icons or join in a single lock-up to form a graphic house motif. This shape serves as a key visual device throughout the project, functioning as a frame for imagery, guiding motion graphics, and providing the geometric foundation for a modular internal wayfinding system.
Paul Blackburn, founder of Studio Blackburn, said: ‘This critical new public space belongs to the people of Sunderland, so it was important that its identity not only reflected the energy and character of the city, but created inclusive, aspirational and stimulating experiences for everyone who interacts with it.’
The colour palette draws directly from the building’s interior materials and architectural details, ensuring the visual identity feels intrinsic to the physical environment. Across digital channels, environmental signage, and print touchpoints, photography and motion graphics place local residents at the centre of the visual narrative, complemented by an accessible tone of voice designed to encourage public engagement.
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