Warrington Council and Muse Developments will call the new £107m town centre development, previously known as the Bridge Street Regeneration Scheme, Time Square, after one of the areas within the development zone.
On completion in 2019, the redeveloped Time Square and Warrington Market area of the town centre will contain a 13-screen cinema, 42,000 sq ft market hall, restaurants, council offices, shops and a public square. Planning for a new 1,200-space multi-storey car park was approved last month to form the first phase.
The new branding was created by Manchester-based agency DS Emotion and will now be rolled out and used across all aspects of the signage, marketing and promotional materials for the scheme.
Cllr Terry O’Neill, leader of Warrington Council, said: “The regeneration of the area that will from now on be known as Time Square marks an exciting new chapter for Warrington town centre. We felt that it deserved an appropriately fresh, strong new look that accurately reflects what Warrington town centre has to offer and complements Warrington as a modern, sociable and exciting destination.”