A NEW name can today be revealed for Worcester College of Technology - six weeks after the Government rejected an alternative amid claims it was "grossly insensitive".
Your Worcester News can reveal how the city site, which undergoing a merger in August, wants to now call itself 'Heart of Worcestershire College'.
The new suggestion comes after a previous bid by college chiefs to call it Worcestershire College was blocked by the Department for Business, Innovation and Skills.
At the start of June MP Sir Peter Luff severely criticised the suggestion, calling it "an aggressive act" that would marginalise South Worcestershire and Pershore colleges.
We then revealed how the Government rejected the name, saying it would be "misleading" and that the fresh branding should not "suggest pre-eminence" over other sites.
The Deansway-based institution is merging with Bromsgrove’s North East Worcestershire College in August.
Other colleges and MPs were consulted over the Heart of Worcestershire name, and unlike last time there were no objections.
A college spokesman said: "We are thankful for the positive support we have received during the consultation process. "We strongly believe that the proposed name of 'Heart of Worcestershire College' captures our future vision and importantly reflects the demographic area that our learners come from. "We are proud to be able to offer a local solution to education and training within Worcestershire.
"There are no objections to the proposed name and therefore we hope our application to the Department for Business, Innovation and Skills is successful."
Mr Luff said: "My point of view has always been about protecting South Worcestershire College.
"From that perspective I'm content with it - it'll do.
"Calling it the Heart of Worcestershire College is an entirely different thing from Worcestershire College."
A Government decision is expected imminently, which would pave the way for a major rebranding in time for September's new college year.
North East Worcestershire College also has a site in Redditch, which is where most of the administrative staff will be based.
Bosses at both colleges say the merger will allow more facilities to be shared, benefitting the students, and improve many other areas like links with employers.