Coventry University brand rebuild

Coventry University has appointed Lloyd Northover to redesign its identity, following an eight-way pitch.

The consultancy is tasked with developing a reworked visual identity and language for the organisation. It was selected two weeks ago, after being included in a shortlist of four design groups.

The move comes as the university receives a £2.5m boost from the Higher Education Funding Council for England to plough into its School of Art and Design and develop a National Centre for Excellence in Teaching and Learning (DW 3 February).

The first phase of the branding project will involve a research study carried out in the UK and overseas. It will measure and assess the perceptions of the Coventry brand, says Jim Bodoh, director at Lloyd Northover.

This will be followed by a strategy development programme within the university to generate ‘creative thinking’ that will feed into options to develop a reworked brand proposition. The identity will go through research and market testing before any solutions are decided upon.

The project is expected to be completed within four months and the new identity will launch across all university collateral.

‘The current brand is about a decade old. It is well designed and quite modern so the university is considering retaining elements of it,’ adds Bodoh.

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