Coventry City of Culture Trust unveiled its new brand for the upcoming year-long programme, Coventry Moves
. This creative vision is brought to life in the vibrant new brand design, website and powerful film telling the story of Coventrys history which features 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 citys story, modernist built environment and celebrates the people, cultures and histories that have contributed to its international reputation. 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.
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. Weve 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 citys story, and use everything that makes Coventry unique to shape its future.
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 were really proud to play our part in.
Minister of State for Digital and Culture, Caroline Dinenage MP, 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 citys history from Coventry Citys 1987 FA Cup glory to the citys 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 citys modernist built environment through architectural shapes. All aspects of the campaign were creatively developed in partnership with Uncommon Creative Studio. The design system is built on a grid, allowing for a modular system with limitless variations, and is brought to life through a specific shade of blue.
Working with The Weavers House, experts explored the citys medieval past as a centre of the UKs textile industry, unearthing a colour first used here and now seen across the city: Coventry Blue. Distilled from the colour of historical yarns, the brand now celebrates a modern-day standard for the hue named Moving Blue.
Coventrys 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 Coventrys 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.