bmi - Aaaah, bless!

bmi have made me smile over the years as they doggedly hung on to their lowercase corporate identity - a bit of a fashion faux pas from the last century - while the rest of the world moved on.

It's quaint in a sort of 'mullets will make a comeback, you'll see!' kind of way.

So I'm delighted to see that bmi have still not quite let go of their beloved mullet lowercase in today's revelation of their new brand identity...

For immediate release

14 December 2010

bmi strengthens brand further with new visual identity

British Midland International (bmi) has unveiled a new logo and visual identity to help strengthen its brand even further.

The airline undertook a strategic review of its brand when it became part of the Lufthansa family last year. The new logo offers bmi a much stronger identity by using the full name of British Midland International, rather than just bmi.

The new brandmark refreshes the heritage blue colour that bmi is known for but also creates a larger logo footprint for bmi, enabling it to achieve greater presence and standout in its communications.

Joerg Hennemann, chief commercial officer, 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.”

* Mullet