What's in a name? In the case of York's eagerly awaited visitor attraction focussing on the city's 150 year confectionery history, it's all about chocolate and sweets and the people behind them. So perhaps it's not surprising to discover the name announced today is, Chocolate - York's Sweet Story.

The company behind the new attraction, the Continuum Group, has been working with Sheffield based advertising and design agency Front to create a brand that represents the colourful and vibrant nature of the new attraction, and one which celebrates the story of confectionery and chocolate in York.

Juliana Delaney, chief executive of the Continuum Group said: “York's confectionery story is a dynamic one. The success of the whole industry has been dependant on its own marketing and branding, therefore we wanted to get our brand 100% right too. We celebrate real stories about real people, and a real York industry that still exists and is still developing. We wanted our name and brand to reflect that excitement and engagement.

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“The brand identity has been designed to encapsulate the taste and flavour of York’s sweet stories, stand the test of time just like some of York’s famous confectionery giants Terry’s, Rowntree’s and Craven’s and make people smile. We know that the word chocolate strikes a chord with people of all ages and nationalities - and it's at the heart of York's confectionery manufacturing industry - so we hope that incorporating it into the name will give us instant recognition on a worldwide platform. We certainly expect to attract interest from across the world when we open next year."

The name and brand identity was announced at a business event at the Merchant Adventurers Hall on Wednesday 7 December, held to mark reaching the halfway point in Continuum’s journey to open Chocolate – York’s Sweet Story in King’s Square in early spring 2012.

The leading attractions group took this opportunity to give thanks to all the businesses and individuals that have enabled them to get this far.

Juliana Delaney said: “I am bowled over by the fantastic support we’ve received from everyone including City of York Council, Visit York, Welcome to Yorkshire, all the confectionery companies – past and present – involved in the city and the companies who are already working with us to make this happen. We’ve also been amazed by all the individuals who have offered us invaluable and sometimes unique and personal stories about their sweet experiences.”

The project has been able to attract a significant business loan from The Royal Bank of Scotland's York-based corporate team. Bryn Bates, RBS senior relationship manager, added: "We are delighted to provide financial support for this project. Continuum has the knowledge and expertise to make this venture work and we are confident the attraction will prove an attractive addition to York's cultural scene."

Images kind courtesy Continuum