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Worcestershire library and history centre Hive of activity following rebrand by ORB

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By The Drum Team, Editorial

February 8, 2011 | 2 min read

ORB Creative has developed the branding for Worcester’s new flagship library and history centre, The Hive.

Working with Worcestershire County Council and The University of Worcester, and following a series of brand and naming sessions, the agency revealed the name of the new centre in a topping out ceremony last week.

Previously named the Worcester Library & History Centre (WLHC), the rebranding process for The Hive was started internally by Worcestershire County Council and The University of Worcester with ORB brought in following tender to facilitate the final decision and steer the direction of the brand.

The new branding came about following an audit conducted by ORB which identified the key qualities and characteristics of WLHC and generated a number of key themes, with community ‘buzz’ of activity and the visual appearance of a beehive informing the naming decision.

Following drawing board sessions ORB refined the visual identity of The Hive, creating the final logo and styling.

Worcestershire County Council’s Katharine Clough said of the rebrand: “From the outset, ORB understood how to help the project team represent our particular audiences and priorities and ensure we reached a conclusion that reflected the many different uses the centre will be put to.

“The Hive will be a fantastic addition to the Worcester community, offering a hub of learning and education to people of all backgrounds and ages. Thanks to ORB we now have a name that demonstrates this and which allows us to communicate this effectively to all audiences between now and completion of the centre.”

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