The Aim-listed leisure group Trocadero is to change its name to Chorion next month, subject to shareholder approval. Identity design is by Dancing Bee, and was then adapted to include the letters plc. The holding company operates entertainments within the Trocadero complex at London’s Piccadilly Circus.
The project, which centres around an updated “WB” shield, aims to lay the groundwork for the company’s future ahead of its centenary in 2023.
The updated international logo is a “true reflection of the Dutch mentality” and is central to a brand strategy based around openness, inventiveness and inclusivity.
The redesign aims to attract “new, younger and more culturally diverse audiences” to the 118-year-old magazine, while avoiding confusion with The Times newspaper.
Medicine: The Wellcome Galleries spans over 500 years of medical objects.