Uncommon creates new identity for Coventry City of Culture 2021 inspired by brutalist and modernist architecture

A campaign by Uncommon

Coventry City of Culture Trust unveil their new brand for the upcoming year-long programme, ‘Coventry Moves’.

This creative vision is brought to life with Uncommon Creative Studio who has designed a new brand identity for the city inspired by brutalist elements and modernist architecture.

Coventry Moves tells this city’s story championing the city as a place of change, rebuilt after the devastation of WWII. 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.

The branding has been created to celebrate the 2021 programme, which will establish a template for a different kind of city — fit for the future. All aspects of the new identity were developed in partnership with Uncommon Creative Studio.

The design system is based on a unit of squares, allowing for a unique modular system with limitless variations, and is brought to life through a specific shade of blue.

Working with living museum 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: Coventry Blue. Distilled from the colour of historical yarns, the brand now celebrates a modern-day standard for the hue named ‘Moving Blue’. This colour is strongly connected to the new branding — a brutalist blue tribute to the city.

The brand identity will feature across the city for a fortnight on 48 sheet posters and lamp post banners from Monday 27th July. These images show examples of how the branding will live for the festival merch.

Nils Leonard, co-founder at Uncommon Creative Studio, said: “Branding and launching the UK city of culture 2021 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.”

Laura McMillan, Director of Operations and Legacy at Coventry City of Culture Trust, who led on the brand work for the Trust, said: “Launching a brand for a UK City of Culture is an exhilarating journey. After a very competitive tender process we are thrilled to be working with Uncommon. It was clear they got Coventry. They understood that although we are mostly known for our past, what is most exciting is our future. Our ambition and innovation, constantly moving us forwards with people at our heart. This is an identity designed to evolve and adapt as we do, as the city has always done.”

To further illustrate and launch Coventry Moves, a powerful one minute film featuring archive footage accompanies the city’s new brand identity. The film 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 Stardustfrom 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.

Credits

Project Name: Coventry Moves
Client: Coventry City of Culture Trust
Creative Studio: Uncommon Creative Studio
Production Company: Friends Electric
Director: Ewan Jones Morris
Editor: Final Cut
Post-production: Electric Theatre Collective
Grade: ETC Colour
Soundtrack Composer: Clint Mansell
Audio Post-Production: Soundtree Music
Media Agency: Craft Media