City of culture 2021

The brand identity for Coventry Moves embraces the city’s past, present, and future, and contains icons and shapes inspired by brutalism and modernist architecture

The identity has been designed by Uncommon Creative Studio, and is inspired by brutalist elements and modernist architecture in a nod to the city’s rebuilding after World War II. Based on a modular system of squares and simple shapes, the identity also aims to play on the innovations, movements and stories that have come to characterise the city. The graphic icon in place of the ‘O’ for instance, can be interchanged with various circle-like symbols to represent the industries that have played a role in Coventry’s make-up, such as bicycles, clocks and watches, aircraft and music.

The bright blue that features throughout is tied to Coventry’s medieval past as a centre of the UK’s textile industry. Distilled from the colour of historical yarns, the hue has been named Moving Blue and adds brightness to an otherwise monochrome aesthetic.

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