BMI reintroduces full name to logo

British Midland International: reintroduces full name
British Midland International: reintroduces full name

BMI has unveiled a new logo that reintroduces its British Midland International name alongside its acronym.

The new logo and visual identity features the airline’s full name, British Midland International, as well as the acronym BMI, as the airline is most commonly known.

The airline started a strategic review of its brand after it was bought by Germany's Lufthansa in October 2008. It began using the full name in April last year.

The revamped logo by Strategic Fusion marks the first use of the name British Midland in the airline’s branding since 2001.

BMI's low-cost carrier bmi baby will retain its own brand identity as it is a separate airline to BMI.

Bmi baby operates short-haul flights to UK and European destinations whereas BMI is a full service airline that operates business and economy classes on short, medium and long-haul flights.

Joerg Hennemann, chief commercial officer at BMI, said: "In British Midland International we are building a clearly-defined, well-positioned and easily understood brand.

"Our customers around the world associate themselves with a British airline and our refreshing, new visual identity will help us to communicate in an even clearer way with our customers and staff alike.

"Our new logo shows our customers that we are an international airline with a strong British heritage."

BMI is part of Star Alliance, the global airline alliance.

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message