Bmi rolls out new visual identity

Bmi has unveiled its new logo and visual identity, devised to help reinforce the airline’s British heritage and international reach.


The logo returns the full name of the airline, British Midland International, to use after its abbreviation to bmi for many years. The reintroduction of the name had already been signalled and the new visual will be used on all corporate communications and advertising.

The new visual also refreshes the airlines heritage blue colour. The identity warm worked on by the in-house team and Strategic Fusion.

Lufthansa, already a stakeholder, bought out the airline completely last year and launched a strategic review of the brand.

Joerg Hennemann, chief commercial officer, bmi, says: “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.”

The new identity is unveiled ahead of the appointment of a marketing director and a sales director. Both responsibilities were previously held by Katherine Gershon, who left to join healthcare partnership Circle as marketing director.

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