Revealed: the new look for 2021 UK City of Culture

Coventry City of Culture Trust has unveiled a new brand for the upcoming year-long programme, Coventry Moves, which now gets underway in May 2021.

Warwickshire businesses have been urged to sign up to regular email updates from the Coventry UK City of Culture 2021 team on their new-look website to stay up-to-date about the opportunities which will be announced in due course.

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 creative vision of Coventry Moves 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.

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 – in which Warwickshire County Council is a Principal Partner.

Cllr Izzi Seccombe, Leader of Warwickshire County Council, said: “Warwickshire County Council is delighted to be a major partner in what promises to be a spectacular year, which will help to bring new life back into the tourism and cultural sector of the region after all the challenges imposed by the Covid-19 pandemic.

“This is a great opportunity for businesses in the county, particularly those in the tourism industry. Visitors won’t just be travelling to Coventry, they will be keen to explore the wider Warwickshire area; we need to maximise the opportunities which will arise.”

Laura McMillan, Director of Operations and Legacy at Coventry City of Culture Trust, who led on the brand work for the Trust, said: “It's a major milestone on our journey to be launching the new brand. 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.

Further details of the 365-day cultural programme will be announced later this year.

The new Coventry 2021 logo revealed as the city prepares for UK City of Culture