Rebranding for British Midland and BWIA

Landor Associates is rebranding the UK’s second biggest scheduled airline, British Midland.

The rebranding project, codenamed Bluebird, will see four potential new names presented to the client for consideration. Bluebird, however, is not one of them.

The revamp coincides with the airline’s entry into the international Star Alliance and its plans to launch services in the US.

Landor executive creative director Peter Knapp says: “There are a number of naming options, but nothing has yet been presented or approved. We have four fantastic names which will be shown in January and will start to become visible by mid-2000.”

The Caribbean’s premier airline, BWIA, has been relaunched after a branding overhaul.

Trinidad design group Media Magic hs developed aircraft interiors, while London consultancy 2 Communicate developed the livery, which features a modern image of a steelpan, the traditional musical instrument.

BWIA chairman Lawrence Duprey says the new identity is “avant-garde but rooted in symbols that are distinctly West Indian. This will take BWIA into the new millennium and its 60th year of operation as the Caribbean’s premier airline.

“The rebranding also positions BWIA as a corporation that is internationally more customer-focused and geared towards actualising the group vision – to be renowned for superior customer service, high performance and Caribbean warmth,” he adds.