MEC took over the management mandate from Nuveen Real Estate for the Center in May 2016. Since then, MEC has been working on the rebranding of the established center in cooperation with Nuveen Real Estate and the design agency kplus concept from Düsseldorf. The first step was finding a new name for the location. After extensive research and examinations of trademark law, the participants decided on the name ORO, which underlines the commitment to the tradition of the city. The next step was the development of the logo. The orange tone integrates harmoniously into the overall design of the center, where yellow is the dominant color. Also in the typography, the oval, organic forms of the property were picked up. In addition, orange-yellow plates above the lettering were added, symbolizing the beaten gold the city of Schwabach is famous for. Additionally, a site survey with a detailed documentation of all the specifics on site was carried out. Because the complete rebranding of a site does not only include designing a new logo, but also adapting the entire way finding system in the indoor and outdoor areas of the center to the new design. This includes, among others, signage, info steles, flags, column claddings, doors, escalators and elevators. The branding concept was embedded in an extensive communication concept which takes into account the announcement of the new name from the opening until well into the next year.