BM revamp takes off

Henrion, Ludlow & Schmidt has revamped British Midland’s corporate identity and introduced four new sub-brand designs. The new images coincide with the refurbishment of the airline’s UK lounges by Czarska Designs.

The revamp is part of the airline’s decision to reposition as “The Airline for Europe” and to launch a domestic business class for the first time.

HLS developed a new typeface and colour to give a warmer, more contemporary, European look across the corporate identity, Diamond EuroClass service and three loyalty programmes, says a consultancy spokesman.

“As the airline has the second highest number of take-offs and landings at Heathrow, BM is already big in Europe,” says HLS senior partner Chris Ludlow.

“The new identity consolidates that position and will help to confirm British Midland’s success as a first division airline,” he adds.

The consultancy redesigned BM’s identity ten years ago to launch the airline into Europe.

Czarska Designs has designed and implemented the lounge interiors for new and existing Diamond Club and EuroClass lounges.

A new EuroClass lounge at East Midlands airport opens next week, while British Midland plans to set up three EuroClass lounges in Europe in the next year.