London design consultancy Spencer Landor has created Coventry City Council’s new identity, after a four-way credentials pitch against local consultancies. The logo contains elements of the city’s heritage and includes a name change – it was formerly known as City of Coventry.
The council felt the existing identity was outdated and needed replacing, according to Spencer Landor creative partner John Spencer. Any new marque should still portray Lady Godiva, the local legend of a naked woman on horseback.
He says she is one of the “bestknown British legends” – well-loved locally and historically relevant. “People of Coventry identify with her strength of character,” adds Spencer.
“Lady Godiva’s image is used throughout companies in Coventry, so we had to ensure our identity stood out from the crowd,” says Spencer. “Focusing on the two heads means we came closer to what she stood for, and successfully captured her spirit.”
He says it was also agreed early on that the logo should feature “Coventry blue” – reflecting the City’s once-famous trade in blue cloth. The consultancy was forced to rely on historical research, rather than actual cloth samples, to match the colour.
Spencer Landor was briefed to reflect the council as “solid and efficient”, and as a good listener and carer in the community. The identity rolls out from the end of November on stationery, literature and vehicle liveries.
- Design disciplines in this article
- Industries in this article
- Brands in this article
