Previously, sport clubs operated by the Students' Union were part of the 'Sport Coventry' brand, supporting events such as Varsity, Sports Awards and Activities Fairs.  

Following the decision for all sport at Coventry University to be run by the Students' Union, we led the creation of the new Your Sport brand, which began, with a clear purpose of bringing together all sport, fitness and wellbeing opportunities into one cohesive, recognisable and student‑centred identity. 

Internal teams spent a number of sessions understanding the sport offering, learning the history and heritage of Coventry University sport, as well as hearing from student groups and officers on what is important to them.  

The Your Sport logo is the visual foundation of the brand. Its design harks to the ‘S’ and ‘U’ letterform of Students’ Union, which are housed in a badge – a common shape used by clubs and teams to show unity. With so many activities to offer, it was important that the logo could complement the existing University crest when representing sports clubs and their history – something that sport kits had never done before, with the official crest due to sit proudly on the club’s kits.  

The sky blue of Coventry is synonymous with the city and its sports teams, but it was clear from feedback that for some, sport is more recreational than competitive – and so we developed our Sport Navy, Facilities Yellow, Clubs Blue and Social Pink palette to showcase diversity, energy and help support individual sporting journeys. Each pillar has a unique colour and pattern library, ensuring distinction between the different sport offers on campus, while maintaining recognition and cohesion across all pillars within Your Sport. 

The Your Sport brand style is built around the concept of ‘movement and flow’. Dynamic patterns and complementary tones deliver an exciting backdrop for our content, capturing the essence and movement of Your Sport. With each pattern reflecting its pillar’s purpose. 

• ‘Gym and Facilities’ patterns showcase power and confidence through big, bold, impactful shapes that are motivating, capturing strength and focus. 
• ‘Sports Clubs’ patterns are vibrant and dynamic, capturing the energy and motion of sports in a distinctive and original style. Some designs incorporate elements from the legacy Sport Coventry phoenix motif, preserving its heritage and connections.‘ 
• Social Sport’ patterns are soft, rounded, and welcoming, designed to create a friendly, approachable, and inclusive feel.  

Whether you’re trying something new for the first time, or expressing your talent in the field, students can now begin to shape their own journey through sport and fitness under Your Students’ Union and the voice it provides for all of its members.