The historic Great Western Railway works area, and the Railway Village built for the workers there, is to be rebranded as The Works.

The area is now a Heritage Action Zone with Swindon Borough Council working with Historic England on the regeneration of the area and some of the historic buildings.

Councillors and other stakeholders were informed of the new name at a recent meeting, after which the council’s cabinet member for culture heritage, leisure and the town centre Matty Courtliff said: “The council and Historic England commissioned Hemingway Design to lead on the place branding of the Heritage Action Zone area.

“Launched in 2019, the Swindon Heritage Action Zone is an ambitious project led by Swindon Borough Council, Historic England and others to respect the town’s inimitable railway heritage and maximise its economic potential.

“The HAZ is restoring and bringing key buildings back in to use, improving public spaces and connections between the village and the town centre, and promoting and celebrating the area’s unique qualities.

“Hemingway Design consulted widely on the branding of the area, working with local businesses, organisations and residents.

“As a result ‘The Works’ identity was conceived to tie the area together under a recognisable brand. It is not intended to replace historic place names, such as the Railway Village, but seeks to represent the place values for the types of activities and investment we would like to see in the area.

“The purpose of the project and the brand is to unify all of the Heritage assets within the area and to positively promote Swindon’s proud railway past which lives on today.”

Not everyone was pleased by the idea; Tim Marsden is a member of the Swindon Society and the Friends of the Health Hydro, but speaking in a purely personal capacity he said: “The Railway Village is precisely that area that is outside the old works. The carriage works are through the tunnel in the area now occupied by the designer outlet and the Steam museum.”

Citing the Railway Village’s historic importance as the site of the first lending library and model for the NHS he added: “Our own council is planning to rub out the very identity of the Railway Village. This would be an act of pure vandalism.”

He wrote to council leader David Renard who responded: “Please be assured that the “The Works” is a brand name for the area and will not replace historic place names in the area.”