The Co-operative Group said its city centre development on Miller Street in Manchester will be called NOMA, derived from north of Manchester.
The £800m, 4m sq ft project covers 20 acres and will contain offices, including the Co-op's own HQ, as well as retail, residential and leisure space.
The brand was drawn up by London-based creative agency Landor.
The Co-op also said it was initiating talks with possible joint venture partners about participation in the 10-15 year development programme.
Speaking today at MIPIM, the international property event in Cannes, Martyn Hulme, managing director of the Co-operative Estates, said: "Manchester is a great place to live and work with an innovative commercial community; however, like most cities it has suffered disappointment as the downturn in the economy has affected many developments across the city. The Co-operative Group has the strength and capability to deliver NOMA and confirm Manchester's position as the UK's original modern city, and confirm its position in the European premier league of cities.
"This commercially led scheme will offer a range of floorplates to satisfy the needs of both large corporate occupiers and small and medium sized enterprises. Its retail and leisure offer will add to the variety already available in Manchester and be focused on independent, high quality businesses. Similarly, the residential component will widen the choice available in the city centre, with family housing a key part of the mix, NOMA will importantly be underpinned by the world's largest consumer co-operative."
"Currently the sole developer on the project, we will be using the MIPIM stage to discuss the NOMA vision with other potential partners eager to share in our vision and values.
"A host of overseas companies already have a strong presence in Manchester and are seeing its overwhelming potential. We will look to build on that, offering a vibrant and accessible UK location with strong connectivity throughout Europe."
Construction of the new landmark head office building for The Co-operative Group is well under way, with completion scheduled for September 2012.
The next phase of development as part of NOMA will be improvements to nearby road and utilities networks and the first phase of the district's public realm.