Coventry Moves

COVENTRY MOVES

CLIENT

Coventry City of Culture Trust

SERVICES

Brand Identity

Fashion

In July, 2020, Coventry City of Culture Trust unveiled their new brand for the upcoming year-long programme, ‘Coventry Moves’. This creative vision is brought to life with Uncommon Creative Studio who have designed a new brand identity for the city inspired by brutalist elements and modernist architecture.

Coventry University reached out to its students to create apparel to be worn by volunteers throughout the event, along with merchandise that could be sold to visitors.

The design incorporates important elements from the branding such as the typography, colours and iconography to ensure the volunteers are instantly recognisable. The bold icons represent the important industries that keep Coventry moving. The text on the front of the jacket creates a welcoming atmosphere, reinforcing its reputation as being a city of peace and reconciliation.

Inspired by the legible, easy to understand iconography that functions as the ‘O’ in Cov, the short message of the text aims to reinforce the friendly and approachable attitude by the citizens and volunteers of Coventry.

The stacked-square-filled pattern is representative of reconstruction. After the Blitz, Coventry bloomed with new architecture and moved on to a new chapter of history for the city.

The cap contains historic elements that are well-known by the people of Coventry. The elephant being apart of the city’s coat of arms and the Coventry Cathedral, an iconic British post-war landmark. The simple, minimal designs emphasise the important key elements of the history of the city which are being celebrated.

The design sports the large grid prevalent throughout the branding and text annotating the celebration on both sides of the bottle.