New ‘Lichfield’ sign offers a picture-perfect welcome

Just in time for summer, Lichfield District Council has unveiled a new city sign spelling out its name in big white block letters – a perfect photo opportunity for visitors and residents.

Now in place at Beacon Park, the sign sits against the stunning backdrop of Lichfield Cathedral, making it a must-visit spot for snapping pictures and sharing local pride.

The bespoke sign was crafted by Burntwood-based company Staffordshire Signs and funded through the UK Shared Prosperity Fund. It’s part of a broader High Street Vibrancy initiative, which will see nearly £100,000 invested into enhancing public spaces in Lichfield and Burntwood.

Additional improvements under the scheme include colourful new planters, festive bunting, decorative bollard covers, a new city mural, and enhanced street cleaning — all aimed at making town centres more welcoming and enjoyable.

A spokesperson for Lichfield District Council said: “3D city signs have become popular features in tourist destinations around the world. In the age of social media, they also offer valuable branding opportunities for smaller cities. We hope this new addition will help inspire civic pride and attract even more visitors to our beautiful district.”

They added: “Civic pride plays a vital role in shaping vibrant and resilient communities. When people feel proud of where they live, it strengthens local identity, boosts community wellbeing, and inspires people to take care of shared spaces. This project is about building that connection and encouraging everyone to be part of Lichfield’s ongoing story.”