Coventry City of Culture Trust has unveiled a new brand for the upcoming year-long programme, Coventry Moves.
The creative vision is brought to life in the vibrant new brand design, website and a powerful film telling the story of Coventry’s history, featuring two Coventry-born artists – Grammy and Golden Globe nominated composer Clint Mansell, who provided the score, alongside a voiceover by actress Manjinder Virk.
Movement plays an important role in the brand design strategy for Coventry Moves. It takes inspiration from the city’s story, modernist built environment and celebrates the people, cultures and histories that have contributed to its international reputation.
It highlights Coventry as a city of welcome, a city of activists and pioneers, a city of peace and reconciliation, a city of innovation and invention, and now a City of Culture.
All aspects of the campaign were creatively developed in partnership with Uncommon Creative Studio.
Laura McMillan, Director of Operations and Legacy at Coventry City of Culture Trust, who led on the brand work for the Trust, said:
“Living in Coventry for nearly a decade, it's always struck me as a city of change. A history of invention and reinvention has seen us move from weaving and watchmaking to innovations around transport and green technology. We’ve championed movements, providing platforms for workers, amazing women, political reformers, ravers and refugees.
“It's a major milestone on our journey to be launching the new brand today. Coventry Moves has been developed alongside partners and communities across the city following hours of consultation with thousands of people since this adventure began back in 2015. Our year as UK City of Culture allows us to tell our city’s story, and use everything that makes Coventry unique to shape its future.”
All aspects of the campaign were creatively developed in partnership with Uncommon Creative Studio.
Nils Leonard, Co-founder at Uncommon Creative Studio, said:
“Branding and launching the Coventry City of Culture is an incredible opportunity. As a studio, brand and design thinking are at the core of everything we do. Coventry Moves is just the start, working closely with the incredible team in the city to build this year of activity and positivity is something we’re really proud to play our part in.”
Minister for Culture, Caroline Dinenage, said:
"City of Culture 2021 will showcase Coventry's vibrancy and creativity to the world. This new brand and bold manifesto is an exciting vision of what lies ahead for residents and visitors to enjoy."
Coventry Moves launches with a passionate one-minute film featuring archive footage. It includes pivotal moments and iconic locations from throughout the city’s history from Coventry City’s 1987 FA Cup glory to the city’s Two-Tone scene, iconic Belgrade Theatre and infamous ring road.
The film score, an adaption of We are all Stardust from the film Out of Blue, was provided by Grammy and Golden Globe composer nominee Clint Mansell. Born in Coventry, he is now based in Los Angeles and known for film scores including Black Swan, High Rise and Requiem for a Dream. The film is voiced by Coventry-born acclaimed actress, writer and director Manjinder Virk.
The Coventry Moves brand identity fuses bold graphics and takes inspiration from the city’s modernist built environment through architectural shapes and is brought to life through a specific shade of blue.
Working with The Weaver’s House, experts explored the city’s medieval past as a centre of the UK’s textile industry, unearthing a colour first used here and now seen across the city known as Coventry Blue. Distilled from the colour of historical yarns, the brand now celebrates a modern-day standard for the hue named ‘Moving Blue’.
Coventry’s year as UK City of Culture will commence in May 2021 with a programme created with national and local partners including major international artistic events, world premieres and commissions across theatre, music, dance, literature, comedy, visual art, festivals, and conferences. This will include a signature city-wide event celebrating the story of Coventry directed by the internationally-renowned Nigel Jamieson and co-Artistic Director of Coventry’s Belgrade Theatre Justine Themen, co-created alongside thousands of residents.
The 365-day Coventry 2021 cultural programme will reflect Coventry as a diverse, modern city, demonstrating that culture is a force that changes lives, moving Coventry and the region forward.
Further details of the 365-day cultural programme will be announced later this year.