Clearance for Go-Ahead rebrand

Gardiner Richardson has been appointed to name and rebrand the Go-Ahead Group’s newly enlarged airport ground-handling subsidiary.

The group announced last week that it was paying £72m for Midland Airport Services and the ground handling side of British Midland Airways, which will be combined with its Gatwick Handling operations. The number of UK and Eire airports serviced by GHI has risen to 14 following the acquisition.

Work on the rebranding project, which the Newcastle consultancy secured after a credentials pitch against Luxon Carrà, is expected to be completed by the end of March. A name for the new company has yet to be decided.

Gardiner Richardson director Darren Richardson says, “The new brand will establish what amounts to a new company and provide a solid platform for the organisation.” The design project is costing Go-Ahead £80 000. The new identity will be applied to uniforms, airport signage and vehicles.

As part of the project, Gardiner Richardson will implement a communications strategy to keep workers informed on the rebranding process as it happens.