Iconic new image unveiled at Coventry Building Society Arena

Date: 16 Jul 2021

An iconic new look has been unveiled for Coventry Building Society Arena as work to transform the venue continues.

The new visuals will replace Ricoh on everything from internal and external signage throughout the venue, to tickets and uniforms, and a similar version will be used instead of the large Ricoh signs that can be seen for miles around.

The logo is made up of the words Coventry Building Society Arena in a deep blue and adorned with a bright halo, representing the architecture, atmosphere and energy of the stadium. The colour scheme features a variety of blues and has been inspired by the iconic stained glass windows in Coventry Cathedral which is also incorporated in the Coventry Building Society logo.

Work to transform the look of the Arena began on 1 July when the venue, one of the UK’s leading locations for sports, business and entertainment, officially became the Coventry Building Society Arena. The naming rights deal with owners Wasps Group lasts until 2031 and signage inside and outside the Arena has been designed to stand the test of time. 

Darin Landon, Chief Commercial Officer at Coventry Building Society, said: “As soon as we announced this landmark naming rights partnership, people started asking us about the signs. So we know this decision is not only important for us, it also matters to the people who live locally, and it will have an impact on the 1.6 million people who visit the venue every year.

“We’ve considered lots of options but the core elements of our brand, this fantastic venue and a strong link to the city needed to shine through wherever it’s going to be used, from the largest signs down to the smallest embroidery on uniforms. The new logo hits all of those marks with style – we’re delighted with how it looks and we think it’s the perfect match for one of Coventry’s most famous buildings.  

“The striking design brings together Coventry Building Society, the city and this wonderful venue. It’ll be a very proud moment when we start to see it appear all around the venue, on tickets and, in due course, on the roof for everyone to see.” 

Adam Benson, Chief Commercial Officer at Wasps Group, said: “We have worked in partnership with Coventry Building Society to create this new brand and we’re looking forward to seeing it implemented across all of our operations at the Arena.

“Visitors to the venue will begin to see the new logo and colours introduced over the coming weeks. Over the course of the next decade we believe this brand will become ingrained in the culture of the city and its introduction signifies an exciting new era for Coventry Building Society Arena.”