The Seam is hoped by council bosses to bring together the public and private sector, business, education and innovation - as well as bringing several hundred jobs and global trade to the borough.
The site incorporates the tech business centre DMC 01 and the new DMC 02 building, formerly called The Core before its purchase by Barnsley Council, on County Way.
It will also include Barnsley College’s SciTech building and, in the future, there are plans to add up to 200 homes, a hotel and retail facilities.
Well-respected creative agency HemingwayDesign - whose founder Wayne Hemingway has a personal connection to the town through his granddad who was a Grimethorpe Colliery worker and band member - worked closely with the council to decide the name and create the distinctive new branding for the development.
Coun Tim Cheetham, cabinet spokesperson for regeneration and culture, said: “The name ‘The Seam’ is essentially a reference to what we do here which is bringing two parts together.
“The Seam brings together the public and private sector, business and education, enterprise and innovation - it is also a nod to our industrial heritage in coal mining and in textile manufacturing.
“We’d like The Seam to be recognised regionally and nationally as a collaborative and creative business and learning community, where companies of all sizes and at all stages of development can come together to work and share ideas and opportunities.
“Our name name and new look will be used to help us raise our digital campus’ profile and consolidate the success of DMC 01 in nurturing local talent and attracting businesses from all over the UK and the world.”
HemingwayDesign was chosen to create the new branding for campus after a national tendering process - it secured the job with its clear understanding of Barnsley’s vision and their experience in the field, with recent projects in York, Bognor Regis, MediaCityUK and Middlesbrough.
Wayne added: “We were very keen to work with Barnsley, not only because I thought it would be nice to work back in a place where my family name is rooted, but also because forward-thinking developments like this that are focused on forward-thinking industries, are vital for the competitiveness and ‘brand marketing’ of towns like Barnsley.
“I hope this is the start of HemingwayDesign’s relationship with the town.”
The Seam’s branding translates into a new look for the two flagship digital media centres within the campus, with hopes of playing a key role in supporting entrepreneurial spirit and enabling the growth of digital industries which, in turn, will support the long-term regeneration of the town.
DMC 01 is home to more than 60 creative and digital businesses, as well as the council’s support team Enterprising Barnsley.
DMC 02 is a new development which offers office space for larger companies, and its £1.7m refurbishment has been backed by Sheffield City Region and is set to support the creation of 100 new jobs.
Tracey Johnson, DMC manager, added: “We’re passionate about great design in Barnsley and hopefully we demonstrate that in our buildings and our new brand that represents the creativity and innovation in our business community.”