Coventry City Council has unveiled the choices for the logo to carry it into the 21st century, and it wants your views on which option to use.

It was decided last year that the existing logo needed to be updated to provide a more up-to-date image of the city.

London-based designers Spencer Landor were called in for the £50,000 project, and came up with these options.

Designer John Spencer said the aim was to have something simple that reflected the city’s history, but also gave a more dynamic, forward-looking feel.

Staff and councillors were questioned about their views and various options were explored.

The designers looked at making the current logo solid, instead of having broken lines.

But Mr Spencer said that didn’t solve the problem of making it look high-quality.

Coventry Blue is being used – which according to research can be a range of blues – but the designers say they have taken care to use something that also works well in black and white.

During research 23 different uses of the council’s existing logo were found, and the current image didn’t translate well to fax headers or electronic use.

CHOOSE A (LEFT) OR B (RIGHT)

And the words “City of Coventry” are being replaced with “Coventry City Council” to make it clear it is the logo for the council, and not the whole city.

Mr Spencer said at today’s unveiling of the options that the use of Godiva and her horse were important, but presented complex images.

After some experimentation the decision was taken to use a silhouette, and to use just the head of Godiva with her horse. The full image was felt to be too complicated.

Mr Spencer said numerous examples were drawn, with the hair looking different, as that was vital to get the image of movement.

Members of the public are now being asked to choose between the full hair, or streaky hair options.

A decision will be made next month, and it will be phased in next year as equipment and stationery is replaced.

HOW IT WOULD LOOK ON A VAN: CHOOSE BETWEEN A (ABOVE) OR B (BELOW)

Cllr Phil Townshend, cabinet member with responsibility for the re-branding, said the switch from a cream to a white background would bring big savings.

He said:

“We have a fleet of 500 vehicles that have to be sprayed cream, which costs £400 each time, but white is a standard colour. This will bring us savings of £200,000 over the next five years as the vehicles are replaced.

“And stationery on white paper will also save us £15,000 a year.

“We live in a remarkable city with a remarkable history, and this logo goes a long way towards reflecting these ideals.”

Council leader Nick Nolan said:

“I’ve literally dragged people off the street into my office to showed it to them, and everyone instantly knew it was Godiva.

“I think it’s stunning and I think its everything Godiva epitomises.”

Professor Clive Richards of Coventry University, who has been involved in the design process, said:

“It was sensible for the council to engage a top-quality design consultancy to revise this important aspect of its communication processes.

“The graphically-striking and simple device combines a clever reference to the legendary Godiva – a clear requirement for the people of Coventry – with an image, which is both literally and metaphorically forward-looking.

“As a designer I applaud such design ingenuity and welcome implementation of this refreshingly modern interpretation of an ancient symbol for Coventry.”

Pru Poretta, who plays Lady Godiva, said:

“It is important to remember that Godiva was much more than a legendary figure on a horse. She was a real woman with real strength and the courage of her convictions.

“This image takes a fresh look at Godiva. This new-look Coventry blue Godiva inspires us to be head and shoulders above the rest.”

Rev Canon David Urquhart, vicar of Holy Trinity Church added:

“I like the way the image of Godiva has been retained and used in a modern style. She is both strong and youthful.

“It is also very clever how the designer has used the shape of a triangle to encompass the image.”  

What do you think? Email editor@cwn.org.uk with your choice of A or B plus any comments and we will forward them to the council.