Interactive Coventry is a joint venture between Interactive Group and Coventry University UK.
Interactive Group is a technology company that is working in the fields of Healthcare,
Connectivity, Enterprise and Safety solutions.
Coventry University is a public research university in Coventry in England and ranked at 15th out of 119 in UK. Its origin can be traced back to the 19th century with the founding of the Coventry College of Design in 1843 and is a home for around 27,000 students.
Both of these well recognized organizations decided to do a joint venture where Coventry University gave its patents to Interactive so they could use their technology expertise to transform those patents into practical solutions. This new venture needed a brand identity and I was assigned the task of making one proposal. It’s worth to look at the process of how the two different brand identities merged without anyone taking more stage or shadowing the basic purpose of the new joint. venture.
Interactive Coventry brand is unique due to it being a merger of three parts i.e Interactive Group’s Brand, Coventry University’s Brand and the big data sector it will operate in. Both parties wanted their brand to be reflected in the new venture.
I researched about both of these brands so I could combine them and assign the values that correlate with the new brand’s industry.
Interactive Group's Brand
Interactive has following main attributes
It is mature, reliable and fully dedicated to the fulfill hopes of bringing solutions that bring safety, connectivity and good health to the society.
Coventry University's Brand
Coventry University’s Brand offers a unique blend of academic expertise, practical
understanding and experience of both technical and theoretical aspects.
CU’s brand boasts the values of being:
I merged both brands to create a new one:
Interactive Coventry brand respects the values of both parent brands while finding its own values in between of these two and in the big data industry.
- Agile + Dynamic= Adaptable to any change (Predictive to future)
- Innovative + Forward Thinking+ Creative= Pioneering
- Resilient + Enterprising= Diligent
Afterwards I analyzed the identities of parent brands:
Then compared the elongation of these identities into brand assests:
Then I picked up the pencil and started to draw a few concepts.
If we consider the process of how these brands are collaborating we can easily get the inspiration for the logo. Coventry is giving the patents to interactive, producing ideas and this is quite a brainy work. So I used the Phoenix’s head from Coventry’s logo. As Interactive’s technology expertise are making those patents a practical reality I used the wings which resemble the pentacrescent of Interactive. Basically I built the logo on the narrative: “Interactive is helping Coventry’s ideas fly and become a reality”.
Here are the results: