Coventry’s landmark ‘elephant’ building in the city centre appears to be heading for demolition after a bid to protect it from the bulldozers failed.

The building, on Fairfax Street, houses Coventry Sports and Leisure Centre’s dry activity area and was built in 1977 to reflect the city’s coat of arms.

Coventry Society, which campaigns to protect the city’s heritage, had launched a formal application to grant the building listed status.

But the secretary of state for culture, media and sport has decided the site is “not of sufficient architectural merit” to warrant granting the building listed status.

The future of the building now looks bleak as the sports centre is destined to be closed by 2019 with plans for a new £36million leisure centre and water park on New Union Street now well advanced.