Birmingham Airport has today unveiled the design for its new brand identity - see above!!
.
This is the first stage of a phased rebrand programme
that aims to reposition the Airport in the market place
and showcase its future potential
.
The essence of the new brand identity, which ceases to
include "International" within its name, is about world
connectivity and the future opportunities the airport
can offer to passengers, business, the travel industry
and those living in its extensive catchment area
.
Using the message "Hello World" across the airport
site and throughout its marketing communications
activities, the airport aims to reposition itself as a
truly global gateway airport
.
The theme will use vibrant images of people from
different countries to demonstrate the global links
offered and its multicultural environment. The logo
represents world-wide connectivity and the inspiration
for the colour palette comes from the colours of the globe
.
The Airport’s new identity will be seen throughout the
new £13m redeveloped terminal opening in spring 2011
.
This work sees the two terminals merge into a single
facility, creating new shops and restaurants and increasing
its security search area
.
Paul Kehoe, the Airport’s CEO, said, "Our current brand
identity doesn’t reflect what we’re about now and what we
aspire to be in the future. We want to embrace the fact that
we can connect people to over 400 different places worldwide
and want people to feel proud and excited about the
opportunities that lie ahead
.
"Paul Kehoe continued, "There are around 8 million people
living within an hour’s drive of the Airport but less than 40%
of this demand uses Birmingham; we are determined to increase
this figure over the next few years. We want people to think about
their journey in a new way, and not to be bound by old habits"
.
"The rebrand is far more than just a new logo. It’s a change of
identity which aims to create positive awareness about our
potential, foster a sense of pride and grow loyalty from people
living within our catchment"
.
The new identity was created by Wolverhampton based
Marketing agency, Connect Group, which was employed
to manage its rebrand following a competitive tender process
.
The current logo which is being replaced.
Thursday 4 November 2010
