Landor guards British Midland job

Landor Associates has created the new identity for British Midland, which makes its debut on 1 February.

Landor Associates has created the new identity for British Midland, which makes its debut on 1 February.

Both the consultancy and its client have been fighting to keep the new look under wraps in the face of massively increased press interest.

Unfortunately for the airline, the brouhaha surrounding British Airways’ tailfins and the recent spate of corporate rebrands using “made up” names has made it a much sexier topic for national press, which tends to take a dim view of what it sees as design frippery.

British Midlands’ new identity is considered so sensitive that Landor has been sending out dummy artwork along with the real identity so that if it were “leaked” there was a 50 per cent chance that the fake marque would leak, not the real one.

Landor has been working on it since December 1999. The new identity was supposed to have been unveiled in spring 2000.

The project has been prompted by the international expansion of the airline’s routes. It starts transatlantic flights next month.

Bluebird has been rejected as the new name and the front-runner is still thought to be BMI, which stands for British Midland International.

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